The Unipol Group has embarked on a path that will lead it to adopt an integrated platform by 2018, which will be able to monitor the progress and oversee critical issues thereby steering the Company towards initiatives capable of improving and protecting its reputational asset.
Unipol’s Reputation Journey
From Landscape to Business Integration
2014: Setting the landscape and priority work contexts
- Unipol has completed steps 1 and 2 of Reputation Journey, has understood its current position, i.e. what opportunities/risks it faces and the necessary tools it should develop2015
2015: Beginning of pro-active reputation management (upside/downside) and positioning with the RepTrak® model of Unipol
- Build the reputational platform and KPI system
- Establish accountability bodies
- Implement plans for 2016
2016 – 2018: Internal deployment
- Internal/external deployment (development, training, communication, engagement...)
- Integration of KPIs with business metrics
The ‘Landscape’ phase has defined the initial reference framework of Unipol’s reputation with five key stakeholders: Opinion makers, Institutions, Customers, the Italians and the Media. The surveyed opinions have made it possible to identify areas and issues which it is appropriate to watch on a permanent basis and for which actions should be developed - consistent with stakeholders’ expectations - to mitigate potential reputational risks, on the one hand, and strengthen positive perceptions on the other.
The match between the stakeholders’ expectations and the Group’s Top Management’s views on the role and identity of Unipol in the medium term has also allowed the same to make a reputational promise in the size that contributes to generating value.
Products / Services
- Safe and reliable products.
- High-quality and high-value services.
- Comprehensible products.
- Integrated product range.
- Customized products.
- Professional services.
- Innovative insurance solutions.
- Develops technological solutions.
- Digitized services.
- Enhances the potential of its people.
- Believes in ethics and meritocracy.
- It is “made up” of people who believe in what they do.
- Transparent and ethical.
- Simplified corporate structure.
- Cooperates with the Institutions.
- Clear and timely communication.
- Independent on market.
- Fosters insurance culture.
- Cooperates with local communities.
- Maximizes social contribution.
- Sponsors sports and culture.
- It pursues environmental sustainability.
- Professional and skilled management.
- Clear vision of the future.
- Communicates transparently with its stakeholders.
- Ensures value to investors.
- Reliable in terms of results.
- Has solid capital structure.
For each of the RepTrak® reputational factors, the Unipol scorecard indicates the specific attributes that define the promise of Unipol: what Unipol wishes to become and has made a commitment for.
The scorecard is the compass for engagement activities: it is used as a metric for the stakeholders’ assessment in regular surveys and as a filter for interpreting/classifying (off and online) media content and for the subsequent analysis of issues and sentiment.
The scorecard also guides the mapping of reputational risk scenarios for the purpose of an all-round protection of reputational capital.