Barclays 2014 Annual Report Download - page 6

04 I Barclays PLC Annual Report 2014 barclays.com/annualreport
Our approach
Stakeholders
Barclays strives to create value for all of our stakeholders,
balanced across both the short and the long-term.
By taking this more holistic and considered approach we
believe that our activities can stimulate mutually supportive
outcomes across our stakeholders, including a focus on
sustainable long-term return on equity.
In order to measure progress and hold ourselves to account, we have
designated five stakeholder groups and assigned targets and metrics
of particular relevance to each of them in the 5Cs of our Balanced
Scorecard:
Q Customers and Clients who purchase our products and services
Q Colleagues who deliver and support the delivery of our products
and services
Q Communities (via Citizenship) within which we operate
Q Regulators (via Conduct) who grant us our licence to operate
in their jurisdictions
Q Investors (via Company) who commit capital to us, which
underpins our products and services
Taken together, our Balanced Scorecard targets define what we need
to achieve over the next few years for Barclays to become the ‘Go-To’
bank. These targets are supported by strategic initiatives and priorities,
which cascade naturally into all business unit and function scorecards.
Individual performance objectives are aligned to the 5Cs and linked to
our overall targets, thus showing colleagues how their own efforts
contribute towards the achievement of our organisational goal and
how they serve our stakeholders over the longer term.
Further information on our
stakeholders, and how we measure
performance for each of the
stakeholder needs can be found
on pages 11 to 16
Becoming ‘Go-To’
With a focus on our stakeholders
We will achieve our goal of becoming the ‘Go-To’ bank
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Building the ‘Go-To’ bank
Our outcome statements help us focus on what
becoming ‘Go-To’ means for each of our stakeholders.
Customer and client
We are the bank of choice for our customers and clients.
Colleagues
Our colleagues are fully engaged. We create a diverse and
inclusive environment where they can fulfil their potential.
Citizenship
We have a positive impact on the communities in which
we operate.
Conduct
Our products and services are designed and distributed to meet
our clients’ needs. We act with integrity in everything we do.
Company
We create sustainable returns above the cost of equity.
We understand and effectively manage risk and continuously
improve control.
Helping people
achieve their ambitions
– in the right way
By upholding clear values and leading by example