INDICATOR: 102-43
Α) Report the organization’s approach to stakeholder engagement, including frequency of engagement
by type and by stakeholder group, and an indication of whether any of the engagement was undertaken
specifically as part of the report preparation process.
Β) Results of surveys measuring customer satisfaction.
References
A)
These approaches are consistently integrated into the Group’s strategy for sustainable development.
Moreover indicative approaches initiated by the Group’s companies include:
ΟΚΤΑ
With suppliers: Regular communication through personal contacts and discussions are part of the Procurement Division’s duties aimed at enhancing cooperation through constructive dialogue and exchanging information and experience.
With customers/petrol stations owners: Scheduled communication conducted by sales consultants at least once a month, which enable identifying and resolving possible issues, thereby maintaining good cooperation. On an annual basis, station owners are rewarded especially in areas concerning image, safety, products promotion etc.
With employees: Employees are updated on a daily basis with business news related to the activities of both the company and Group via ΟΚΤΑ’s web page (employees are mainly communicated with via electronic communication). Also, the most important news & announcements are posted on bulletin boards in all company buildings or are sent to the employees via email. The employees are informed at regular intervals by the management and senior executives of the Company.
Moreover:
- There are periodic meetings with employees’ representatives
- Periodic meetings with relevant authorities (stock exchange etc.)
- Open and transparent communication with media, publishing regular press releases, interviews and PR articles on internet portals, business magazines, daily newspapers, etc.
- Online surveys are conducted in order to understand the public’s opinion about OKTA
HP CYPRUS
- Written communication to all employees takes place through emails along with posting on notice boards
- As per purchasing procedures, every year all suppliers/vendors are re-evaluated
EKO BULGARIA
- Written communication to all employees in the company takes place when there is something important to be announced and before starting new initiatives or promotional activities;
- Twice per year the company organize parties for children of the employees – 1st June and Christmas;
- All suppliers and vendors of EKO Bulgaria are evaluated as per Procurement Policy requirements;
- Organization of different kind of internal events – Gala Dinner for COMO;
- Organization of events for journalists, press conferences, informal meetings with media
JUGOPETROL
- Quarterly reporting to the Montenegrin Stock exchange
- Engagement with customers through Tactical Promo Program
- Market surveys (conducted by Nielsen in 2018), which generally focus on drivers and more specifically on EKO station visitors
- For internal stakeholders, meetings of the Board and meetings of trade unions
EKO SERBIA
- Press conferences
- Direct contact with media answering questions about fuels, products and services
- Organization of discussions with various focus groups
- Events organization
- Online, on site and 24/7 customer service helpline
- ATL, BTL and other promotion activities
- Direct communication with loyalty club members through newsletters, e-mails, SMS and through the new, revamped smartphone app.
Β)
HP Cyprus
- Mystery Shopper Survey (all HPC and 30% of the competition’s petrol stations were tested 12 times a year): The total score was 76% for HPC and 63% for the competition (courtesy, service and appearance ).
- The main results from the Brand Vitality Tracking survey (an annual survey, 800 interviews, percentages on age, gender, area, representative driver populations in Cyprus, regarding opinions, information and use, purchasing criteria and brand, and habits in terms of car use & fuel purchase) were:
– The indicator “Top Of Mind” increased score from 45% for 2017 to 47%.
– HPC has gained in main choice rate (39% vs 37%), that drives the increase of Loyalty (24% vs 23%).
EKO Bulgaria
The annual market research survey Brand Vitality Tracking gives the Company information about the positioning and perception of the customers. The main activities for next year and strategies are built based on the results in the survey. For 2018 the figures are:
- Indicator “Brand Awareness” is decreasing with 6% vs. 2017;
- Indicator “Top of mind” is decreasing with 3% vs. 2017;
- Indicator “Main Choice” is decreasing with 2% vs. 2017;
Another survey EKO Bulgaria is performing in order to follow up the quality of service, appearance and performance in EKO petrol stations is Mystery Motorist Research. The main figures of this survey are:
Customer service score EKO petrol stations – 84% vs. 64% for the competitors.
JUGOPETROL
From 2017 to 2018, there was an improvement in the Mystery Motorist Research Survey and a small decrease in Brand Vitality Tracking research. Total Brand Awareness stands at 97%.
OKTA
Nielsen annual survey organized by IMA that identifies the “Views & Attitudes”, “Awareness & Usage”, “Purchase Criteria & Brand Evaluation” and “Habits on car usage & Fuel purchases”. In 2018 OKTA increased the total awareness to 91% but top of mind is still low at 6%. OKTA continues to win customers that select the brand as a second choice (19% VS 15%), without losing main customers. Among consumers the brand is mainly identified and selected because of the following aspects: high fuel quality, reliable company, exceptional customer service and value for money. OKTA users evaluate the brand for its trustworthiness and CSR activities.
EKO Serbia
Customer satisfaction is key to improving brand awareness. With the aim of continuously improving it, EKO organizes monthly Mystery Motorist inspections with very strict for customer service, politeness and appearance.
Nielsen Company Greece opinion survey results (sample from over 800 people irrespective of age, gender and occupation):
- EKO Serbia was recognized as one of the best brands in the market with the second lowest rejection rate.
- EKO managed to increase top of mind awareness (23% vs 19%) along with main choice ( 26% vs 24%).
- The main products, which are mostly recognized, are our diversified fuels, such as Diesel Avio.
- The main services identified: SMILE card and service at the petrol stations. The Smile club has exceeded 450,000 registered members.
- A number of customers believe that we have chosen good locations, especially in Belgrade and the central area. The southern and northern parts of the country are recognized as areas where more petrol stations are needed.