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Swisscom attaches great importance to sustainability. Our main aim is to use resources efficiently, to think ahead and make provisions for future changes, and to guarantee that our communication is based on exchange and credibility. As a national infrastructure provider and a company committed to Switzerland, Swisscom holds a special position. Coupled with the expectations of the various stakeholder groups – especially customers, employees and the federal government in its role as principal shareholder and as legislator – this position places high demands on the company as regards sustainability. Sustainable management and long-term responsibility are among the core values to which Swisscom is committed. They are reflected in the corporate business strategy and mission statement, and are presented in more detail in the Corporate Responsibility (CR) strategy. During the year under review, Swisscom continued the integration of Corporate Responsibility in its Swiss and Italian activities, especially in economic and social terms.
Value chain and main aspects of Corporate Responsibility
- The provision of consumer and investment items and their transport to Switzerland have ecological effects on the consumption of energy and resources as well as on CO2 emissions.
- The provision of infrastructure and telecommunication services plays a role in ensuring that Switzerland remains competitive.
- Using Swisscom services offers advantages to customers, but also entails certain technical and social challenges.
- Creating and maintaining jobs in Switzerland and within the supply chains involves a social and economic aspect.
The added value statement and the distribution of added value are addressed in the Management Commentary of the Annual Report, in the “Financial review” section on page 64 ff.
Swisscom fosters dialogue with its most important stakeholder groups through various channels: via electronic media, over the phone, through surveys, information events, business meetings and conferences, as well as in customers’ homes and in Swisscom Shops. In 2015 – as in previous years –Swisscom took note of the concerns of the various stakeholder groups, prioritising them and among other things incorporating them into its CR strategy. Stakeholders’ expectations change over time. This had a significant influence on the further development of the CR strategy in 2015, which will remain in effect until 2020. Stakeholder management at Swisscom is decentralised in order to ensure proximity and ongoing contact with individual stakeholder groups. As part of the further development of the CR strategy and on behalf of the Group Executive Board, Swisscom continued the CR Executive Dialogue in 2015, which sees the members of the Group Executive Board discuss all six strategic Corporate Responsibility targets with the managers responsible for stakeholder groups. Two CR Executive Dialogues were held in 2015. They addressed, among other things, the CR strategy, the role of ICT in climate protection, media skills, flexible working models and sustainability in terms of ratings and financial assets. In addition, Swisscom conducted a survey of the population in 2015, which led to the new classifications for individual topics.
Dialogue with stakeholder groups and strategic priorities
Dialogue takes place with stakeholder groups depending on how close the relationship is and on the individual stakeholder group’s interests. However, the size of the respective stakeholder group is the decisive factor in what kind of dialogue is possible.
Swisscom systematically consults residential customers on their needs and their level of satisfaction. In this way, customer relationship managers are able to determine their customers’ needs by contacting them directly. Swisscom also conducts regular representative surveys on customer satisfaction. These include a question on the extent to which customers perceive Swisscom as a company that acts responsibly towards society and the environment.See Management Commentary
Quarterly surveys are conducted among business customers, which include questions on sustainability. Swisscom also maintains regular contact with consumer organisations in all language regions of Switzerland and runs blogs as well as online discussion platforms. The overall findings show that customers expect good service, attractive pricing, market transparency, responsible marketing, comprehensive network coverage, network stability, low-radiation communication technologies and sustainable products and services.
Shareholders and external investors
Besides the Annual General Meeting, Swisscom regularly fosters dialogue with shareholders at analysts’ presentations, road shows and in regular teleconferences. Over the years, it has also built up contacts with numerous external investors and rating agencies. Shareholders and external investors expect above all growth, profitability and innovation from Swisscom.
Swisscom maintains close contact with various public authorities at different levels. A key issue in its dealings with this stakeholder group concerns network expansion. Mobile data applications are becoming increasingly popular with customers. But while mobile communications are clearly appreciated and widely used, the expansion of the infrastructure required to provide these services does not always meet with the same level of support.See Sustainability Report
Network expansion gives rise to tension because of the different interests at stake. Swisscom has been engaged in dialogue with municipal authorities and residents on network planning for many years, which in the case of construction projects gives the parties affected an opportunity to suggest suitable alternative locations. Swisscom also liaises regularly with public authorities in other areas and on other occasions: for example, it invites ICT heads of the cantonal education authorities to an annual two-day seminar on the subject of “Internet for Schools”. As a stakeholder group, public authorities expect Swisscom to act decisively in the way it recognises its responsibility towards the public at large and towards young people in particular.
Swisscom is required to deal with political and regulatory issues, maintaining a regular dialogue with authorities, parties and associations. Wherever Swisscom makes a constructive contribution to the legislative process, it always aims for full compliance in the application of the law.
Swisscom’s procurement organisations regularly deal with suppliers and manage supplier relationships, analysing the results of evaluations, formulating target agreements and reviewing performance. Once a year, they invite their main suppliers to a Key Supplier Day. The focus of the event is on risk mitigation and responsibility in the supply chain. In the interests of maintaining dialogue with global suppliers, Swisscom also relies on international cooperation within the relevant sectors.
Swisscom maintains close contact with the media, seven days a week. Its relationship with the media is informed by professional journalistic principles. In addition to the Media Office, representatives of management maintain a regular dialogue with journalists and make themselves available for interviews and more in-depth background discussions.
Employees and employee representation
In order to meet its mandate and live up to its customer promise, Swisscom relies on fully committed, responsibly minded employees who think and act proactively. It is our employees who transform Swisscom into a tangible experience for customers. Swisscom gains valuable information from the dialogue with customers. The information gathered at the customer interfaces flows back to the company and permits Swisscom to continually improve its products and services. Using a wide range of communication platforms and activities, including means of providing feedback, Swisscom promotes a corporate culture that encourages dialogue and cross-collaboration within the company. Every two years, Swisscom conducts an employee survey, the results of which provide ideas for new projects and measures. Helping to shape Swisscom’s future is one of the most important tasks of the Employee Representation Committee. Twice a year, Swisscom organises a round-table meeting with the employee representatives. Employee concerns mainly relate to social partnership, training and development, diversity, and health and safety at work. Swisscom engages in dialogue with teams from all organisational units on sustainability issues, under the motto “Hello Future”. Through this dialogue, Swisscom keeps its employees up to date on its work in the area of sustainability and encourages them to implement sustainability measures in their daily work and life.
Partners and NGOs
Swisscom believes in the importance of sharing insights and information with partners within the framework of projects; for example, with WWF Climate Savers, myclimate, the Swiss Child Protection Foundation and organisations that address the specific needs of affected groups. Active partnerships and Swisscom’s social and ecological commitment are especially relevant for the partners and NGO stakeholder group. The Swisscom website provides an overview of our stakeholder groups.See
We maintain contact with the public through trade fairs and events, directly via the Swisscom website or, as in 2015, through surveys of the public.