Teresa Manueco Pfeiffer

Transcription

1 Teresa Manueco Pfeiffer Director of Communications, CSR & Institutional Relations CEPSA # a m e c s u m m i t a m e c g l o b a l s u m m i t. o r g A m e c o r g

2 IMPACTING BUSINESS THROUGH STRATEGIC ROLE OF METRICS JUNE 2018, AMEC BARCELONA

3 THE COMPANY UPSTREAM EXPLORATION PRODUCTION REFINING DISTRIBUTION AND MARKETING PETROCHEMICALS GAS AND POWER CORPORATE HEADQUARTERS TRADING AND BUNKER CEPSA AMEC

4 THE COMPANY CEPSA AMEC

5 SECTOR AND COMPANY CONTEXT EXPERIMENTING CHANGES OWNERSHIP Ownership: 100% change CONSUMERS SOCIETY More efficiency Change in energy mix Remarkable growth by renewables Consumer is more demanding and well informed and submits us to greater public scrutiny REGULATORS More regulated market in a context of more society sensibility CEPSA AMEC

6 COMMUNICATION CONTEXT LOSS OF FOCUS MULTICHANNEL THE SOURCE THE FOUNDATION TRUST LESS CORPORATE CONSISTENCY WITH FACTS STAKEHOLDERS NEW TOOLS MICRO-INFLUENCER CEPSA AMEC

7 GIVEN THE CONTEXT WE NEEDED A ROADMAP TOWARDS REPUTATION MANAGEMENT Sustainably differentiate our company Create and strengthen relational capital Integrate the management of intangibles in the company Use the intangibles to align the key stakeholders with our strategy Protect the value of intangibles CEPSA AMEC

8 THE MODEL PROTECTING THE COMPANY FROM REPUTATIONAL RISKS DECOMPOSING INTANGIBLES: QUALITY OF PRODUCTS AND SERVICES GOVERNANCE PEOPLE / HR MANAGEMENT INNOVATION CAPACITY FINANCIAL RESULTS COMMIMENT WITH SOCIETY REPUTATION BRAND PUBLIC AFFAIRS COMMUNICATION INTANGIBLE METRICS MANAGEMENT QUALITY CEPSA AMEC

9 THE MODEL: CURRENT PROGRESS INITIAL PHASE CONTROL PHASE ADVANCED PHASE IDENTITY & DIAGNOSIS MEASUREMENT ORGANIZATIONAL MODEL SCORECARD OF NON-FINANTIAL INDICATORS VALUE CREATION: DIFFERENTIATION AND LEGITIMACY FINISHED ONGOING TO BE DEVELOPED CEPSA AMEC

10 S TAKEN SO FAR BRAND STRATEGY DEFINITION INITIAL PHASE Values DNA Personality + INTERNAL + EXTERNAL 1 Brand ingredients Differentiating attributes Reasons to believe BRAND IDEA Benefits Positioning Key messages IDENTITY & DIAGNOSIS Manifiesto FUENTE: SAFFRON CEPSA AMEC

11 S TAKEN SO FAR CONSULTING THE STAKEHOLDERS INITIAL PHASE 1 STAKEHOLDERS CONSULTANCY METHODOLOGY HOMOGENEIZATION SURVEYS ACTIVATION IDENTITY & DIAGNOSIS CEPSA AMEC

12 S TAKEN SO FAR MEASURING INITIAL PHASE 1 INTERNAL REGULATORY FRAMEWORK Policies and standards The management system of stakeholders that indicates the need for metrics to: IDENTITY & DIAGNOSIS 2 MEASUREMENT CEPSA AMEC

13 S TAKEN SO FAR MEASURING INITIAL PHASE STUDY SELECTION CRITERIA REPTRAK PULSE 2 MEASUREMENT National and international reference in management of intangible assets Sectoral comparison, aspect that conditions the reputation, and by themes Benchmarking Comparative international, national and local studies with the same methodology Mature methodology already tested with other companies Do not only apply to listed companies, valid for companies of different sizes CEPSA AMEC

14 CHANGING OUR STRUCTURE CONTROL PHASE CCO 3 ORGANIZATIONAL MODEL MEASUREMENT COMMITTEE Public Affairs and Corporate Responsibility Media Relations Community Relations Institutional Relations Relations with the third Sector Corporate Responsibility Cepsa Foundation Marketing and Brand Strategy CBPs Brand and Advertising Sponsorships Events Channels, Media and Content COMPANY TRANSVERSAL FUNCTIONS Operational Efficiency Budgeting Purchasing Efficiency Metrics EXCELLENCE GROUP CEPSA AMEC

15 NON-FINANCIAL REPORTING MAIN DASHBOARD CONTROL PHASE MAIN KPI EXECUTIVE SUMMARY Q SCORECARD OF NON-FINANTIAL INDICATORS CEPSA AMEC

16 NON FINANCIAL REPORTING FUNCTIONAL DASHBOARDS CONTROL PHASE OBJECTIVES ACCOMPLISHMENT EXAMPLES COMMUNICATION MARKETING CHEMICALS ECOFIN 4 Overall internal Clients Satisfaction survey Business Unit evaluation survey Customer satisfaction Business Partner Service: Annual Committee Satisfaction survey SCORECARD OF NON-FINANTIAL INDICATORS % % % % CEPSA AMEC

17 WHAT IS REMAINING? A LOT. CEPSA AMEC

18 S YET TO BE TAKEN REPUTATION AND CORPORATE RESPONSIBILITY, TOGETHER ADVANCED PHASE Quarterly Advance: Achieved Milestones by Segment Achieved Milestones in relation to the total milestones represented for the whole Plan 5 Achieved Milestones in relation to the total milestones represented by segments Social Wellbeing Supply Chain Sustainable Growth Ethics & Compliance Corporate Governance VALUE CREATION: DIFFERENTIATION AND LEGITIMACY Innovation Environmet Safety Talent Transparency Achieved Milestones in relation to the total milestones represented by Directions CEPSA AMEC

19 S YET TO BE TAKEN CR DIRECTOR PLAN TOOL ADVANCED PHASE 5 VALUE CREATION: DIFFERENTIATION AND LEGITIMACY CEPSA AMEC

20 S YET TO BE TAKEN CR DIRECTOR PLAN TOOL - MILESTONES ADVANCED PHASE 5 VALUE CREATION: DIFFERENTIATION AND LEGITIMACY CEPSA AMEC

21 WHAT WE HAVE LEFT TO DO CR DIRECTOR PLAN TOOL ADVANCED PHASE 5 VALUE CREATION: DIFFERENTIATION AND LEGITIMACY Align our CR and Reputation actions with our stakeholders perception. CEPSA AMEC

22 WHAT WE HAVE LEFT TO DO RISKS ADVANCED PHASE 5 VALUE CREATION: DIFFERENTIATION AND LEGITIMACY FINANCIAL COMPLIANCE STRATEGIC OPERATIONAL Accounting & Reporting Tax Liquidity Financial Market Credit Equity Conduct Regulatory Contracts Legal RISK EVALUATION EXAMPLE Governance Political Economical Social Communication Technology Activties and processes HSE Information Technology Trade and Investments Labour Security PRE POS DIF POS Vs PRE FINANCIAL RISK SCENERY 1 66,6 60,8-5,9 Logistics Natural Hazards Physical Assets Third parties Product / Service Bussines model Sustainability FINANCIAL RISK SCENERY 2 64,0 58,7-5,2 SOCIAL - STRATEGIC RISK SCENERY 3 59,7 53,4 0,3 LOGISTICS- OPERATIONAL RISK SCENERY 4 60,0 51,0-2,8 CEPSA AMEC

23 INITIAL PHASE CONTROL PHASE ADVANCED PHASE IDENTITY & DIAGNOSIS MEASUREMENT ORGANIZATIONAL MODEL SCORECARD OF NON-FINANTIAL INDICATORS VALUE CREATION: DIFFERENTIATION AND LEGITIMACY The measurement and management of intangibles help us break down silos to the extent that business and function managers understand the value it brings. CEPSA AMEC

24 Thank you Teresa Mañueco