The Stakeholder 360™
research and engagement project is our main tool for formally engaging with our stakeholders. Last year we focused our research in Victoria, where stakeholders told us that the key issue was the environment.
We introduced some of the research recommendations, including developing a customer carbon offset program and further developing our EMS. We also used the results to help guide the development of our Community Relations Framework priority areas including local environment, community capacity building and transport integration.
Between April and July 2007, we again engaged the Australian Centre for Corporate Social Responsibility (ACCSR) to conduct a Stakeholder 360™research and engagement project. The aim was to uncover key emerging issues, especially those related to our Hills M2 motorway in NSW. It also tracked changes to our stakeholder relationships and our reputation from last year.
At a glance
- 53 people were interviewed from 38 stakeholder organisations.
- 16 of these stakeholder groups had also been surveyed in 2006.
- About 70 per cent of participants dealt with Transurban in Sydney, 22.5 per cent in Melbourne, while 7.5 per cent had contact with CityLink in Melbourne.
The research did not uncover any new 'big picture' issues although some of the top issues have shifted in emphasis.
In 2006, when most of the participants were in Victoria, environmental issues were prominent. This year traffic planning, congestion, and infrastructure maintenance emerged as key themes.
The research also showed that stakeholders are becoming increasingly concerned about sustainability issues and the integration of toll roads with other forms of transport.
We believe the emphasis has shifted because the survey focused more on NSW, particularly stakeholders of the Hills M2 asset which was temporarily widened to ease traffic congestion. Another notable difference is the importance of cycling issues identified in the research, once again related to Hills M2. (Click here
for case study).
As well as extracting key stakeholder issues, the research provides valuable data on 'social capital'—the quality of our relationships with stakeholders.
In FY07, the Stakeholder 360™
research found no change to Transurban's reputation from last year with half of our stakeholders very satisfied and highly motivated to collaborate with us.
The ACCSR major recommendation in 2007 is that we increase our focus on transport integration issues.