Times change, in particular background of our industry has changed. For us this means a thorough review of the relations with our stakeholders.
We emerged from 2009 with a renewed sense of purpose and direction: our customers have always been and continue to be our starting and arrival point: we talked about the customer, we talked with the customer and now we are ready to deliver for the customer.
To reposition ourselves we began from the elements that can really drive an evolution, the 3 pillars shaping our identity:
1. Re-think our reason to be
our mission is our company's fundamental purpose, what justifies its reason of being and its being different from the other companies on the market
2. Delineate how to achieve and maintain our customers preference and loyalty
working on a relevant and differentiating brand positioning - what an organization want to be known for in the marketplace, and why should be preferred by its customers and employees
3. Understanding the views, needs and expectations of our stakeholders and responding coherently and transparently
Adopting a reputation assesment methodology to assess the perceptions of UniCredit's reputation among stakeholders by interviewing those