As a company it is vital that we identify and communicate with our stakeholders. By listening to them we can ensure we respond to their key issues of concern and direct our corporate efforts in the right direction.
At South West Trains we produce a Communications Strategy which is approved by a high-level Communications Group chaired by the Managing Director and including the Head of Media and PR, the Head of Marketing, the Customer Service Director, the Chair of our Passengers Panel and a senior HR representative. This document identifies our audiences and our opportunities to communicate with them. It also highlights key messages and identifies future risks and opportunities regarding these stakeholders.
Key stakeholders include:
- Employees
- Customers
- Political audiences
- Industry bodies, such as Network Rail, the HMRI, ATOC etc
- Regulators
- Special interest groups, e.g. rail user groups, community groups and charities
- The media
To ensure we are moving in the right direction we regularly survey our relationship with these stakeholders. Along with mandatory surveys such as the twice-yearly National Passenger Satisfaction survey, which we participate in, we also commission other specialist research by Ipsos-Mori and a dedicated, independently assessed staff satisfaction survey called TellUs. Targets are set in relation to both these surveys as part of our business and functional plans, and progress monitored.
Many of these survey results are then weighted and combined by Ipsos-Mori to provide us with an overall reputation rating. Again targets are set regarding the outcome of this rating.
The good news is that last year we achieved our highest ever reputation rating, our best ever customer satisfaction scores and our highest ever TellUs response rate. However we know there is still much to be done and to keep things moving in the right direction we cannot afford to rest on our laurels.
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Stakeholders favourability
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Reputation rating
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