RBS 2010 Annual Report Download - page 12

Our approach to business
We have three over-riding goals:
• to serve customers well
• to restore the Bank to undoubted standalone strength
• to rebuild sustainable value for all shareholders
There are important inter-dependencies between these goals.
We cannot serve customers well if the Bank is not safer and
more resilient. We cannot achieve standalone strength without
rebuilding shareholder value. And we cannot rebuild shareholder
value if we do not serve customers well. So while each of these
goals is important on its own, we will succeed only if we
consistently achieve them together.
Customers
Serving our customers well is the cornerstone
of the Group’s strategy. It is embedded in our
Operational Objectives, our Customer
Charters and in our ‘How we do business’
framework, which we describe below. It is
encouraging that most of our core franchises
showed gains on a variety of customer
measures during the year. But we are not
complacent. Our customers’ needs and
preferences change over time, so good
service today does not guarantee good
service tomorrow. And financial services is a
competitive, dynamic industry. So it is
important that we work hard to streamline and
enhance our customer service proposition.
Customers
We understand
our customers
We know who we
are dealing with
We treat our customers fairly
We treat all customer
information as
confidential
Reputation
We conduct ourselves in a
way that protects our reputation
We work within all relevant
laws and regulations
We are a responsible and engaged
member of the community
We conduct our business
in a sustainable manner
We deliver essential customer
services and critical business
processes at all times
People
We value our people
We recruit, develop and
reward people based on their
ability to do the job
We manage our people
responsibly and fairly
RBS Group 201010