RBS 2013 Annual Report Download - page 8

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Our future is not about us, its about our
customers. We needed to ensure that this ran
through the bank – from boardroom to branch.
We spent time with colleagues across the
bank debating what should be at the core
of our ambition to build a bank known for its
consistent, high quality customer service.
We agreed on a single, simple purpose – to
serve customers well. We want to be trusted,
respected and valued by our customers,
shareholders and communities. To do this we
have put a common set of values at the heart
of how we do business. Our values are not
new, but capture what we do when we are at
our best.
Our purpose
and values
Our values:
Serving customers
We exist to serve customers.
We earn their trust by focusing on their
needs and delivering excellent service.
Working together
We care for each other and work best
as one team.
We bring the best of ourselves to work and
support one another to realise our potential.
Doing the right thing
We do the right thing.
We take risk seriously and manage
it prudently.
We prize fairness and diversity and exercise
judgement with thought and integrity.
Thinking long term
We know we succeed only when our
customers and communities succeed.
We do business in an open, direct and
sustainable way.
All this comes together in Our Code.
We are here to serve our
customers. From the end
of 2008 we have drastically
changed as a business – our
balance sheet has reduced by
£1,191 billion, our capital ratios
strengthened, our conduct and
risk management framework
overhauled. As a result, we are
smaller, safer and stronger with
a clearer focus. However, there
was a clear need to unite the
bank behind a single purpose
and common set of values.
Our purpose: Serve customers well.
Our vision: We want to be trusted, respected and valued by our customers,
shareholders and communities.