safety - PKN Orlen

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PKN ORLEN – a brand open to dialogue It should be noted that in the reporting period, no penalties were imposed on the Company for breach of law and regulations relating to supplies and application of products and services. 2010 was also another year when none of our agreements with suppliers required inclusion of a human rights clause. Neither did we report any signs suggesting that there exists a risk of forced or child labour among our major suppliers. Thus, we do not maintain any statistics concerning that issue. is the ORLEN – Dar Serca Foundation. The Foundation allocates the money according to the specific suggestions of the donors. In 2010, the Foundation used the funds donated under the VITAY loyalty programme to pay for: • 6,462 dinners, • 557 hours of rehabilitation activities, • 153 sets of school supplies, • 84 monthly allowances for children from family-run children’s homes. 1.5. Responsible marketing PKN ORLEN marketing and promotional activities are performed in view of the principles of corporate responsibility. Both the marketing activities and the accompanying communication take into account a long-term impact on the stakeholders and the surrounding environment. Our campaigns and communication rely on true and reliable information. The variety and complexity of the initiatives taken in this particular area are remarkable. Below is a brief presentation of those initiatives. In order to protect the environment and deal with the problem of growing volumes of waste, the ORLEN and Bliska fuel stations introduced environmentally friendly fully biodegradable shopping bags. Moreover, some fuel stations collect used batteries and accumulators from customers. Participants of the VITAY loyalty programme have the option to donate their loyalty points to family-run children’s homes supported by the ORLEN – Dar Serca Foundation. In 2010, the customers of ORLEN fuel stations donated almost 10 mn VITAY points, which is an equivalent of almost PLN 80,000. The beneficiary of the donated funds The Foundation also supports children from disadvantaged families, e.g. from the flooded areas, in particular by providing them with clothes, shoes and things for school. Children r mor are inform welcome t on at vi it our fuel stations. Some fuel stations even have baby change facilities. One For more of the information, corporate good visi practices : is to offer fair-trade certified coffee at the fuel stations. The fair-trade logo means that the coffee at our Stop Cafes is supplied f by fair suppliers. For more information, visit: The 2009 Corporate Responsibility Report, p. 46 PKN ORLEN follows the principles of transparency and fair play. Since 2006, the Company has been applying the principles of good practice, developed in cooperation with the Advertising Agencies Association, in the process of selecting an Advertising Agency and a Media House. In the period when the Polish Association of Branded Goods Manufacturers ProMarka existed, PKN ORLEN was involved in developing, promoting and protecting trademarks as distinctive features of a product. 26
Corporate responsibility report The objective of the ProMarka Association was to establish the highest advertising standards in Poland and protect consumers and competition from unfair and unethical advertising. PKN ORLEN, as a member of the Association, undertook to apply the provisions of the Code of Ethics in Advertising. This meant that if a member company was reported to have breached the Code, it had to be disciplined by the Advertising Ethics Committee. The good practice of the Promotion and Advertising Department is to communicate true and reliable information to our customers. No cases of non-compliance with regulations and voluntary codes governing the marketing communication issues, including advertising, promotion and sponsoring, have been reported. One complaint was filed with the Advertising Council and dismissed by the Advertising Ethics Committee in the reporting period. Currently, PKN ORLEN is a party to three pending antimonopoly proceedings. Mystery Customers are evaluators who visit the Company establishments (institutions, organisations) under the disguise of a regular customer and assess the quality of customer service and their compliance with relevant standards. PKN ORLEN was one of the first companies to implement the Mystery Customer programme in 2001. The programme is one of the fundamental elements of the customer service management system within the PKN ORLEN retail network. It is an external audit of the functioning of key customer service standards. It enables incorporation of measurable (percentage points) evaluation results in the process of customer service quality management. The evaluation is a continuous process and it covers all the operating fuel stations. Each fuel station receives an evaluation sheet specifying which standards are on the required level and what needs impro vement. The reasons of each negative evaluation are explained. The results of evaluation are used to develop a customer service improvement plan tailored to the specific fuel stations. Those results may also be used for example in incentive programmes. 1.6. Service Standards Customers and users of the products and services offered by PKN ORLEN repeatedly rewarded our corporate efforts with numerous awards and distinctions. In 2010, PKN ORLEN once again received the Golden Trusted Brand Logo. For the fourth time in succession, it was recognised as the Most Valuable Polish Brand. The BiznesTank Programme was acclaimed as the Fleet Product of the Year. For the second time in succession, the Company received the Golden Customer Laurel 2010. PKN ORLEN runs a number of projects dedicated to customer satisfaction analysis. The most important among them is the Mystery Customer programme the purpose of which is to verify compliance with relevant customer service standards. 27
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