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Home | Approach | The Year 2008 | Target Implementation Control

Targeted implementation

The successful execution of our corporate responsibility strategy requires the formulation of concrete targets and the continuous monitoring of their implementation. We defined precise sub-steps towards the general corporate responsibility targets for 2008. At the end of the year we reviewed the status of implementation. The result: we achieved 71% of our targets and will continue to work hard on targets approaching completion.
No.
General targets
Concrete targets by December 2008
Status of achievement of targets on 31.12.2008
Overall status
Corporate Responsibility Management
1.
Stakeholder dialogue:
Improve our dialogue with society by introducing a coordinated stakeholder dialogue with the emphasis on staff, customers, NGOs and political target groups
Introduction of a stakeholder dialogue system at O2 in particular for customers, staff, NGOs and political target groups; establishment of face-to-face dialogues
Formulation of a concept for stakeholder dialogue, coordination with relevant responsible areas
Detailed design and introduction of a stakeholder dialogue system planned for 2009

Discussions on the issue of data protection with representatives from politics and industry on 16 December 2008 in Berlin
Closing session of the online debate on "CO2 neutrality - active environment protection or modern selling of indulgences?" held on www.diskutiere.de in Berlin on 23 January 2008

Closing session of the debate on "Chatrooms, Communities & Co.: How safe are children and young people?" held in Berlin on "www.diskutiere.de"
Not yet achieved
 
 
Establishment of an online dialogue with at least one additional session of dialogue to be held on "www.diskutiere.de"
Dialogue session "CO2 neutrality - active environment protection or modern selling of indulgences?" from 19 November 2007 to 18 January 2008

Dialogue session "Chatrooms, Communities & Co.: How safe are children and young people?" from 1 September to 10 October 2008
Achieved
 
 
Review of the implementation of the first multi-stakeholder dialogue with NGOs, politicians and experts
Creation of a stakeholder dialogue concept and setting-up of an external CR committee

Implementation of first multi-stakeholder dialogue planned for the third quarter of 2009
Achieved
 
 
Evaluation of the findings of all dialogues and any necessary adjustment of CR strategy
Evaluation of the online dialogues and events organised as part of "www.diskutiere.de"

Incorporation of the findings into CR strategy, i.e. in the new environment strategy
Analysis of customer and staff surveys between March and May 2008 Findings form basis of focal themes on this website
Evaluation of NGO and political expectations of O2
Achieved
2.
Reputation Management:
Improvement of RepTrak Pulse© score by 5% to 66% by 2011
Improvement of RepTrak score in the sphere of social action by at least 5% by 2011 through CR initiatives and CR communication measures
Raise RepTrak citizenship score by 1.2% from quarter 4/2007 to quarter 4/2008

Comprehensive CR communication measures: CR website on reporting year 2007, communication with end and business customers, placement of CR themes at different stakeholder events
Analysis of RepTrak findings from 2007 to 2008 done by end of 2008, and measures developed with the CR Committee for 2009 in the area of "Citizenship"
Not yet achieved
 
 
Tracking and analysis of reputation measurements and communication of findings to specialist departments
Quarterly reputation measurement and analysis by Telefónica O2 Germany GmbH & Co. OHG with support of the Reputation Institute

Presentation of the quarterly results by the management board and its members and individual areas of business within the organisation
Achieved
 
 
Introduction of further stakeholder analyses or combination with CR stakeholder dialogues at O2. Focus: politicians, journalists, NGOs, staff
Use stakeholder analyses to measure reputation among specific groups: customer and staff surveys (March-May 2008)
Extend media analysis for Telefónica O2 Germany GmbH & Co. OHG with reputation analyses and comparison with RepTrak
We have done no further stakeholder analyses among players from politics and NGOs owing to a lack of resources
Not yet achieved
3.
Corporate Responsibility Reporting:
Greater focus of CR communication on the customer target group
Development and implementation of a new CR communication and reporting concept with online focus and greater use of customer communication
Launch of the sustainability portal "www.o2engagiert-fuer-morgen.de" with integrated CR Report on 30 June 2008

General campaign "Committed to Tomorrow" ("Engagiert für morgen") via all communication channels to inform our end customers, business customers, employees, NGOs, journalists, politicians
Quarterly newsletter to stakeholders referring to current news in the CR portal

Adoption of new reporting processes for KPIs and to establish annual CR targets in specialist departments
Achieved
Corporate leadership
4.
Business principles:
Raise awareness of business principles and compliance among employees
The business principles are mandatory for every new employee at O2. Every employee is obliged to repeat training in the principles every 2 years. Our aim here: 75% of employees of O2 in Germany to complete online training on the business principles
Successful participation by 89.1% of employees in online training on the business principles by 31 December 2008 (basis: 4,366 employees)
Achieved
5.
Governance structures:
Improvement of governance in the company
Restructuring and updating of the portal to rules and governance at O2 in Germany
Produce concept for new rules portal and new online interface. Implementation will be completed by 30 March 2009
Not yet achieved
 
 
Increased familiarity among staff with internal guidelines and regulations, inc. by means of a staff survey, which should also help to evaluate this target
Implementation of ongoing measures to communicate internal guidelines and regulations for staff
Training on internal guidelines and regulations for new staff at the Welcome Day

Employee survey postponed until 2009, as intensive information activities and surveys in other areas of business were carried out in 2008
Not yet achieved
 
 
Implementation of an internal sales charter and further development of ethical purchasing guidelines

No sales charter developed as separate document
Review of sales targets and procedures to provide better customer service and cater for legitimate customer requirements
Implementation of sales targets and procedures by means of training, events and target agreements
Ethical Procurement Policy adopted in annex to agreements
Not yet achieved
 
 
Production and communication of precise instructions on practice with regard to gifts and incentives to third parties
Clear rules for gifts to and from sales partners and customers (incentives) in progress since 2008
The rules on gifts to customers, as contained in the business principles, are being drawn up, communicated and established
Further measures to communicate instructions on practice planned for the 1st quarter of 2009
Achieved
Employees
6.
Diversity Management:
Implementation of strategic diversity management with focus on career and family
After opening of "Bubble Bande" daycare centre in Munich, create further childcare options by providing advice in the regions
Set up Family Service at Telefónica O2 Germany GmbH & Co. OHG
Achieved
 
 
Arrangement of special events and training provision for women
Plan seminars/events for women in autumn 2008

Provide six training courses specifically for women
Achieved
 
 
Implementation of campaign specifically for families with regard to work-life balance
Hold corporate sports and family day on 12 July 2008 in Munich and on 13 September 2008 in Nuremberg
Achieved
 
 
Development and implementation of sport and health provision for the "Bubble Bande" daycare centre in Munich
Sport and health program designed for the daycare centre
Pilot projects with children run from April to May 2008, inc. first climbing experience in "StudiO2"
Expansion of the 2009 programme jointly with the works council
Achieved
 
 
International assignments: 10 German employees deployed abroad and 5 foreign employees assigned to Germany in 2008
Successful launch of the international assignment program at O2 in Germany
Nine employees assigned abroad in 2008
Two more employees assigned abroad in the first quarter of 2009
Assignment of five employees from other countries at O2 in Germany
Not yet achieved
7.
Promises to employees:
Achievement of a score of 76 in the Reflect employee survey and a response rate of 78%
Score of 79 achieved
Response rate for Reflect employee survey was 88%
Achieved
 
 
Top 50 position in the Great Place to Work competition 2009
Third place for O2 in "Germany's Best Employer 2009" in the category for organisations in excess of 5,000 employees
Achieved
 
 
Introduction of a bi-monthly employee survey (Mini-Reflect)
Two Mini-Reflect surveys conducted
Score for April 2008 was 65, for July 2008 71
Achieved
 
 
Introduction of regular breakfast meetings between managers and employees
Weekly CEO breakfast since 18 January 2008

Monthly breakfast with other managers since the end of 2007
Achieved
 
 
Introduction of a 360° feedback system for management
Introduction of a 360° feedback system in September 2008
Participation of 150 feedback recipients (management), 900 feedback givers (colleagues)
Approx. 2,500 feedbacks held

Feedback response was around 90%
Achieved
 
 
Introduction of awards (Reflect Awards) for the best managers according to the employee survey
Awards for the ten best managers (according to Reflect Index) and breakfast with the CEO.
Achieved
8.
Health & Safety / Health management:
Measures to improve health & safety in the workplace and the Aktiv programme at O2 in Germany
Launch of a national awareness campaign for the prevention and early detection of diabetes
Diabetes awareness campaign and survey held on 14 November 2008 for World Diabetes Day. This provided information on a healthy lifestyle and diet, normal body weight and regular exercise or sport
Findings of the survey on early detection of Type 2 diabetes: of 1,738 participants among O2 employees throughout Germany 90% are at low or no risk. 3.5% are at high or serious risk
Achieved
 
 
Greater involvement of management in the issue of staff health, i.e. through seminars and departmental projects
Development of a concept for health-oriented staff management together with the AOK
Differentiated planning for the concept of health-oriented staff management carried out with personnel development in 2009
Not yet achieved
 
 
Implementation of "Fit for Customers" campaign in Nuremberg and Bremen for customer centre employees
Business Services team leader meeting in August 2008, at which the "Fit for Customers" project was presented. The team leaders agreed to arrange this with their respective teams. The project did not take place due to a lack of demand
Not yet achieved
 
 
Development and implementation of special exercise provision for staff at O2 company headquarters in Munich
Formulation of a concept to provide exercise for staff
Successful trial of the "exercise provision for staff" project at the Cologne site from 8 to 29.10.2008 with a participation rate of over 79%

Launch of a special "exercise provision for staff" project in Munich was planned for 11 March 2009 under the slogan "O2 goes an extra 3,000 steps"
Achieved
 
 
Continuation of reflected-light microscopy skin screening to assist the early detection of skin cancer in O2 company headquarters and the regions. 200 employees to undergo skin screenings
Skin screening done for staff in Munich and Nuremberg from 16 to 19 June 2008: 225 screenings in total
Achieved
Customers
9.
Customer satisfaction
Reduction of 2% in redial rate by customers compared with 19% in 2007
System conversion means a change in the basic values so comparison with the 19% value no longer applies
The redial rates are continually monitored and display a downward trend across the different hotlines. This is achieved amongst other things by the following measures: "person direct" (IVR (Interactive Voice Recognition) switch-off and replacement with call-centre agents), "service without limit (pilot)" and staff training courses that operate initial contact with the customer in "person direct" ("once and done" training)
Achieved
 
 
Introduction of needs and situation-oriented training courses for customer centre staff
"Once and done" training for problem-solving during initial contact and complaints handling for approx. 50% of staff in the Contact Centre of O2 Telefónica Germany GmbH & Co. OHG
"Solution by call" training for 70% of non-voice staff

Emphasis of the training courses: transparency and focus on sales during the service call
Achieved
10.
Child protection
Better child protection information for customers. Implementation of extended child protection agreement (round table Rhineland-Palatinate)
Production of child protection brochures to download from the internet and for distribution in shops in cooperation with a child protection organisation
Production of child protection brochures in conjunction with the klicksafe initiative: parental checklist "Buying a mobile phone" and "Guidebook for parents" in the CR and customer portal, distributed in the five Munich O2 shops for Safer Internet Day 2008
Achieved
 
 
Installation of a child protection hotline and creation of a website with information on child protection on the portal of the Voluntary Self-Control of Multimedia Services Providers (Freiwillige Selbstkontrolle Medien - FSM) as part of implementation of the extended child protection agreement
Launch of the O2 child protection hotline in October 2008
Communication of the child protection hotline number 22988 via postpaid and prepaid user manuals and customer communication channels (billing enclosures, newsletter, customer magazine)

Launch of the FSM website in October 2008, press release for O2 on 17 October 2008
Achieved
 
 
Optimisation of the product portfolio for children and youth
Communication of the O2 child protection system and the FragFinn children's protection software via communication channels such as O2 websites and billing enclosures

Distribution of educational software "Mobile Phone Course with Polly and Fred" to participants in "Media Competence" courses for parents run by the German Child Protection Agency National Association Bavaria and at the Safer Internet Day 2008 in all five O2 shops in Munich
Not yet achieved
11.
Digital access:
Review and raise awareness of economic, ecological and social criteria for, and impact of, O2 products in Germany
Review and define the criteria for products that appeal to customers from an environmental and social point of view
Customer and staff survey in March/April 2008

Workshop to look at proposals for products and services (esp. tariffs, hardware, applications and sales) for different target groups with implications for CR (esp. people over 40, the disabled and young people) in December 2008
Achieved
Society
12.
Media competence among children and young people:
Greater involvement of O2 in the area of media competence among children and young people. Awareness-raising among parents and educators to teach children and young people how to use mobile phones and the internet responsibly
Organisation of education media projects in schools to teach about the media of "mobile phones" and "internet", with the inclusion of parents and educators
Projects in schools with pupils, parents and educators in cooperation with the Institute for Media Education in Research and Practice (21 projects in Bavaria, 7 projects nationwide, 4 workshops with spin-offs)
Teaching assignment on "Mobile phones and internet" at Munich Pasing University of Applied Sciences, Faculty of Social Work
Achieved
 
 
Implementation of one-day workshops in connection with the "O2 World on Tour" on the theme of responsible mobile phone and internet use
Organisation of two O2 media competence days in cooperation with the Institute for Media Education in Research and Practice:
In June during the O2 World on tour in Cologne with more than 310 pupils
In September the media competence day in Munich with almost 300 pupils
Achieved
 
 
Distribution of teaching software "Mobile Phone Course with Polly and Fred" to parents and teachers in Germany
Free distribution of CD-ROM to all participants in the "Strong parents - Strong children" courses for parents, at numerous events such as party conferences, D21 congress, "www.diskutiere.de" events and Safer Internet Day
Achieved
 
 
Setting-up of at least four more reference schools in Germany as part of the SCHOLA-21 project. This should involve the setting-up of at least one secondary school partnership, the first through a partnership with a Bavarian reference school. In 2008, the number of employees taking part in SCHOLA-21 school projects should increase by 5% compared with the previous year.
As least six further education events for SCHOLA-21 should be held in 2008 in collaboration with state media centres or teacher training establishments at participating reference sites
Development of five more reference sites (Christopherus-Schule Königswinter and Elly-Heuss-Knapp-Realschule Gütersloh in North-Rhine Westphalia, Albert-Schweizer-Gymnasium Erfurt in Saxony, Hansa-Gymnasium Stralsund in Mecklenburg-Western Pomerania, Jahngymnasium Forst in Brandenburg)

Use of SCHOLA-21 to implement pupil-centred learning concepts and to advise interested educators or partners outside schools
18 teacher training courses (reached 612 people excl. D21 courses)

Further qualification of trainee teachers in the use of information and communication technologies as part of the D21 project "Live your Visions. Use your Knowledge" and training in SCHOLA-21
Partnership with a secondary school is in the pipeline but could not be finalised in 2008

No staff involvement in SCHOLA-21 in 2008 due to lack of resources
Not yet achieved
13.
Volunteering:
More voluntary work by staff to enhance the involvement in society of O2 in Germany
Development of a corporate-wide volunteering concept at O2 in cooperation with selected employees and with the inclusion of international opportunities as part of Telefónica S.A.
Design and first steps towards the implementation of the new corporate volunteering programme
Launch of the volunteering scheme in March 2009 for the employees of Telefónica O2 Germany GmbH & Co. OHG, Telefónica Deutschland, O2 Service and Fonic

Launch of pilot projects in August and December 2008
Achieved
Environment
14.
Environment management:
Formulation of the new O2 environment strategy and implementation of environment measures with the involvement of staff and customers
Minimisation of negative impact on the environment with annual review and recertification of the environment management system in line with ISO 14001 and regular recording of energy consumption per connection (SIM card or DSL connection); greater customer and staff involvement in environmental activities
Validation and certification of ISO 9001 and 14001

Record of energy consumption at work

Customer participation in the mobile phone recycling scheme was postponed until 2009 due to the SIM-only campaign
Staff activities: environment quiz, energy saving days (at two sites), road safety day (fuel economies), fine particle emissions sticker campaign
Achieved
 
 
Increase proportion of online invoices from 31% in 2007 to 41% to save on resources used for letters (paper, toner, transport)
43% of users of online invoices reached within four months by extensive customer service and marketing campaigns
Achieved
 
 
Strengthen internal communications on environment issues to raise awareness of saving energy. At least three measures should be applied for this purpose, including a motivational campaign to save energy in the workplace
Campaigns on environmental issues: intranet quiz for staff, communication of new environment strategy in August 2008, stand on road safety day and information on saving fuel, launch of an environmental staff campaign in December 2008
Definition of measures to continue the environmental staff campaign in 2009
Achieved
 
 
Conduct customer and staff campaigns for mobile phone recycling with the aim of collecting 30,000 mobile phones
Number of old mobile phones handed in: 14,923 (as at 31 December 2008)
Agreement concluded with new mobile phone recycling partner
Communication and new recycling bags since October 2008
Agreement with WWF extended

Mobile phone recycling communication measures 2008: staff campaign, old stocks collected in the company - particularly in the departments responsible for business customers, online appeals for recycling. The biggest campaign for an additional one million recycling bags was postponed until 2009 due to the launch of the SIM-only campaign
Not yet achieved
15.
Climate protection:
Formulation of a long-term climate protection strategy until 2020 and due implementation of concrete measures in 2008 with the focus on saving and using renewable energy1)
Reduction of CO2 emissions by 20% per connection (SIM card or DSL access) by 2020 and development and implementation of three measures to achieve low energy consumption
CO2 reduction of 4% per SIM card achieved, which equates to an 8.68% CO2 reduction in terms of network capacity
Energy-saving campaigns: switch off lights during the day and monitors at night, exchange defective monitors for energy-saving screens
Achieved
16.
Electromagnetic fields:
Support for independent research on health implications of radio waves and notification of the findings
Funding of 127,000 Euros (in 2008) for the Research Association for Radio Applications (in 2008)
Payment of 127,000 Euros made to the Research Association for Radio Applications
Achieved
 
 
Notification of the findings of the German Mobile Telecommunications Research Program from summer 2008
Staff notified of the findings of the German Mobile Telecommunications Research Program on the intranet and via the CR portal to stakeholders of O2, press release from the IZM
Achieved
 
 
Independent report to assess the implementation of the obligations under the negotiated agreement since 2002 (handover to federal government, discussion of conclusions)
Independent report to assess the implementation of the obligations under the negotiated agreement is available
Publication of core findings by German Federal Minister Gabriel in June 2008
Agreement on the conclusions with the federal government, publication of policy paper in June 2008
Achieved
 
 
New edition of the O2 brochure "Mobile communications and the environment" ("Mobilfunk und Umwelt") to provide better information for customers on electromagnetic fields; distribute the brochures in O2 shops and ensure availability on internet
Review of "Mobile telecommunications and Environment" brochure carried out
Distribution in shops was tested and rejected - alternative plans to send a brochure to shop workers for information

Online availability of brochure ensured
Not yet achieved
Suppliers
17.
Supply chain management:
Introduction of supply chain management by means of comprehensive implementation of social and environment criteria in supplier agreements
Ensure ethical and environmental principles throughout the whole supply chain
Produce an annex with ethical and ecological guidelines for agreements and tenders
Not yet achieved
 
 
Standardised introduction of ethical and environment guidelines in agreements and tenders in the first two quarters of 2008
Annex with ethical and ecological guidelines used as part of new agreements and tenders with suppliers
Achieved
 
 
Implementation of category risk assessment to grade supplier risk in terms of ethical and ecological principles
Use of pilot category risk assessment tool in every purchasing group
Grading of risk in the major purchasing categories (and therefore suppliers) by means of category risk assessments at Telefónica Europe with 70% coverage
Still no plausibility checks on these findings on the part of Telefónica O2 Germany GmbH & Co. OHG

Category risk assessment tool has not yet been passed on to departments due to lack of resources
Not yet achieved
1) In 2008 O2 adopted a new environment and climate strategy. As we are currently re-aligning out environment targets, a evaluation process for CO2 data is under ways.
Targets for Telefónica Deutschland were still not defined in the last report
Telefónica Deutschland is not part of the Ernst & Young audit

Achievement of targets by Telefónica Deutschland GmbH

Our sister company Telefónica Deutschland also set itself ambitious targets for 2008 - and reached all of them. Find out here what we have achieved at Telefónica Deutschland.
No.
General targets
Concrete targets by December 2008
Status of achievement of targets on 31.12.2008
Overall status
Employees
1.
Health & Safety / health management
Introduction of a health management system
Introduction of a health management system in early summer 2008, built on four cornerstones: nutrition, exercise and prevention, relaxation and Team Fit & Fun activities
Approx. 40% of employees already aware of health management activities
Personal advice on health days, back care, massages and outdoor activities in summer
Launch of a professional business catering service providing balanced nutrition at the Paderborn office
Achieved
Quality management
2.
Certification
ISO certification
ISO 20000 certification was carried out
ISO 9000 certification was arranged for 2009 in agreement with Quality at Telefónica Europe
Achieved
Customers
3.
Customer satisfaction
Conduct a customer satisfaction survey of the top 10 resellers
Survey of 54 people at four major customers and ten wholesale customers, who together represent >80% of the total revenues of Telefónica Deutschland
Ascertain the strengths and weaknesses at the interfaces, the Customer Satisfaction Index and the likelihood of further recommendation
Based on interviews, an interdepartmental team from technology and sales to implement measures to address weak points mentioned by customers
Achieved
Society
4.
Payroll giving
Implementation of the "Spirit of Giving" scheme by Telefónica O2 Germany GmbH & Co. OHG
Introduction of the "Spirit of Giving" payroll scheme to benefit the World Wide Fund For Nature (WWF) in February 2008
Achieved
5.
Media competence among children and youth
Cooperation with the German Children's and Youth Foundation: launch of SCHOLA-21 at the reference school in Verl
Establishment of a SCHOLA-21 reference school: Elly-Heus-Knapp-Realschule in Gütersloh
Implementation of the "Learning strategy" project in 8th grade social science lessons during a project week from 18 to 21 August 2008
Supervision of the project by five mentors at Telefónica Deutschland
Achieved
You will find our targets for 2009 here.
> Details of our Targets 2009

We are part of the Spanish telecommunications group Telefónica S.A. You will find all information on > Corporate Responsibility at Telefónica S.A. here.
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