Sustainable environment

Sustainable environment

Swisscom attaches great importance to sustainability. Ensuring the efficient use of resources while guaranteeing the provision of communications services that meet this requirement to consumers is essential. As a national infrastructure provider and a company committed to providing a public service, Swisscom holds a special position. Coupled with the expectations of the various stakeholder groups, including 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. In the year under review, Swisscom continued with the integration of corporate responsibility, particularly the ecological and social aspects, and expanded its CR strategy to include Italian subsidiary Fastweb.

Value chain and essential aspects of Corporate Responsibility

Swisscom generates the bulk of its added value in Switzerland. In 2014, activities abroad accounted for 4% (prior year: 5%) of the Group’s added value from operations. Swisscom’s business is described in detail in the Management Commentary.

Both positive and negative effects on the environment, economy and society are created along the value and supply chains: 

• The provision of consumer and investment items and their transport to Switzerland have ecological effects on the use of energy and resources as well as on CO₂ emissions.
• The provision of infrastructure and telecommunication services plays a role in ensuring that Switzerland and Italy (Fastweb) remain competitive.
• Using Swisscom services offers advantages to customers, but also entails certain challenges.
• Creating and maintaining jobs in Switzerland, in Italy and within the supply chains involves a social and economic aspect.

The effects on the environment, economy and society mentioned above are assessed according to their importance. Stakeholders are involved in the assessment, enabling strategic priorities to be set more efficiently.

Stakeholder involvement

Swisscom fosters dialogue with its most important stakeholder groups through various channels: via electronic media, over the phone, through surveys, at information events, business meetings, road shows and conferences, as well as in customers’ homes and in the Swisscom Shops. In 2014 – 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 new CR strategy in 2014, which will remain in effect until 2020. Stakeholder group management at Swisscom is decentralised in order to ensure proximity and ongoing contact with the individual stakeholder groups. As part of the further development of the CR strategy and on behalf of the Group Executive Board, Swisscom launched the CR Executive Dialogue in 2014, which sees the members of the Group Executive Board discuss all six strategic Corporate Responsibility targets with the managers responsible for the main stakeholders. The first CR Executive Dialogues took place in 2014 and addressed, among other things, the new CR strategy, the role of ICT in climate protection, flexible working models and sustainability in terms of ratings and financial assets. Swisscom plans to conduct another stakeholder survey in 2015.

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. An overview of the stakeholders can be found in the section “Memberships and partnerships”.

Customers

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.

Quarterly surveys are conducted among business customers, including 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 attractive pricing, good service, 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 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.

Authorities/residents

Swisscom maintains regular, close contact with various public authorities. A key issue in its dealings with this stakeholder group concerns mobile network expansion. Mobile data applications are becoming increasingly popular with customers. But while mobile communications are clearly appreciated and widely used, acceptance of the expansion of the infrastructure required is sometimes lacking.

Network expansion gives rise to tension because of the different interests at stake. For many years, Swisscom has been engaged in dialogue with residents and municipalities on network planning, 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.

Legislator

Swisscom is required to deal with political and regulatory issues, advocating the company’s interests vis-à-vis political parties, public authorities and associations. Legislators expect compliance, nationwide coverage and technological leadership from Swisscom.

Suppliers

Swisscom’s procurement organisations regularly deal with suppliers and 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.

Media

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, 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 all employees up to date on its commitments in the area of sustainability and motivates them to implement its 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 partners and NGO stakeholder group.