AVBOB Integrated Annual Report 2018

The Group’s corporate reputation, which positions AVBOB as a caring family, has been built over the past 100 years. To ensure that this reputation is protected and that all our activities support our reputation, a comprehensive strategy for broad-based stakeholder engagement was developed based on a sound understanding of stakeholder issues. It provides guiding principles to manage the way we interact or connect with key stakeholders to meet the goals that are associated with one of the Group’s strategic thrusts, “Build relationships with our stakeholders”. Our values (Customer Focus, Excellence, Integrity, People and Teamwork) underpin our strategy to reinforce and strengthen our corporate reputation, which in turn influences our communication strategy. Communication is a critical element underpinning all that we do. Without effective communication with all our stakeholders, we will achieve little of that to which we aspire. During the year under review no material issues were raised by any stakeholder. Build relationships Relationships are important to our business as relationships establish trust, and trust is the most important criterion for a client before they make a purchase decision. This encourages the established client to return for advice or further service. Trust is built on the reputation of the Group, and is further reinforced by the relationships that we create with clients and key stakeholders. We have set the following goals, in line with our strategic priorities, which focus on strengthening relationships: • Positively influence brand perceptions. • Stimulate brand loyalty by promoting our mutual status and benefits. • Build and sustain top-of-mind awareness of the Group. • Create awareness of new products. • Improve customer service. • Create a culture of pride within the Group. • Ensure employees are well informed about the organisation, its achievements, products and services. • Articulate and emphasise key messages in all internal and external communication. • Generate an understanding and support for the Group amongst industry influencers, opinion-makers, business leaders and the media. 37