Telus 2010 Annual Report Download - page 11

TELUS 2010 annual report . 7
2005
Finalized a landmark five-year
collective agreement with
unionized team members
that reflected the competitive
realities of the telecom indus-
try and established a new era
for TELUS operations 2008
Acquired Emergis, a leading
electronic healthcare solutions
provider, and launched TELUS
Health Solutions
2008
Won a landmark seven-to-10-year contract with the
Government of Quebec, worth up to $900 million,
to deliver and manage the province’s next generation
data network
experience, more flexible and convenient appointment times
for installations, and a number of data service improvements for
small and medium business customers.
Our Clear & Simple rate plans, introduced in late 2009 and
enhanced in 2010, have resonated well with customers and
differentiated us from our competitors. Please see the sidebar.
We believe that a company can only deliver the best
results in the industry by having the best team, a team that is
dedicated to making information, communications and tech-
nology bene ficial for customers. We continue to introduce
innovative initiatives to create a more enjoyable and productive
work environment. For example, more than half our team
members are equipped to utilize mobile or work-at-home options.
We measure our progress through an annual Pulsecheck
employee survey and, in 2010, an improved engagement
score was achieved, putting us in the top category for large
unionized companies.
TELUS is committed to fostering diversity and inclusiveness
within both the workplace and the community, and our efforts
have garnered external recognition. TELUS has been recognized
by Waterstone Human Capital as having one of Canada’s 10
Most Admired Corporate Cultures for the 2009 to 2011 award
timeframe. Moreover, TELUS was selected by Mediacorp Canada
as one of Canada’s Best Diversity Employers for the third
consecutive year.
Going to market with one brand
Our brand promise – the future is friendly – reflects our culture,
values and desire to make communications technology relevant,
accessible and enjoyable for individuals and businesses.
The power and consistency of our brand and the emotive
relationship it creates with people give TELUS instant recognition
in the marketplace, allowing us to realize a greater return on
our advertising spend. The TELUS brand is one of the top brands
in Canada, most recently valued at $1.9 billion by Brand Finance,
a leading global brand valuation consultancy.
We have also advanced from our single brand strategy,
initiated a decade ago. Our Koodo brand was launched in 2008
to address competitive market developments and allow us to
build new wireless distribution for TELUS in a cost-effective way.
This brand, which is clearly differentiated from the TELUS brand,
earned recognition from Strategy Magazine as a 2010 Brand
of the Year.
Building a legacy
for our communities
The TELUS team is collectively creating a community
investment legacy through innovation that I believe will endure
well into the future. We recognize the symbiotic relationships
between the well-being of our company, our people and
our communities. Corporate social responsibility is inextricably
linked to our financial performance and the health of the
communities we serve.
We are aligning charitable giving with TELUS’ revenue growth,
while enhancing brand appeal and an emotional connection with
customers. Notably, we empower socially conscious consumers
to make purchasing decisions that benefit local charities.
2009
TELUS recognized as having one of
Canada’s 10 Most Admired Corporate
Cultures by Waterstone Human Capital