May 2006: case study. Find out how we helped British Sky Broadcasting
Project
Stakeholder consultation - Feb-April 2006
Brief
To uncover fresh insights into the expectations of Sky's stakeholders. The output of the consultation had to inform Sky's management of corporate responsibility in several ways, including:
- Identification of the key issues that may be material to the business
- Input into decision-making
- Informing the content of the Corporate Responsibility Review and the development of public commitments for the coming year
- Highlighting the potential need for further engagement with specific stakeholders
Process
A qualitative approach enabled in-depth exploration and high quality analysis of stakeholder views.
A scoping exercise with Sky's Corporate Responsibility team identified priority groups and individuals, both main stakeholders and influencers. Care was taken to select a representative sample from each area to deliver most value in the output.
Guided by Sky's customer segmentation approach and the previous year's key issues in their Corporate Responsibility Review, we provided interview and forum techniques to explore with respondents the rapidly changing concept of media in the 21st century.
The consultation framework allowed comparison between individual views and enabled interviewees to comment on areas of specific interest to them.
Importantly, this framework was mapped into the CR management systems at Sky, allowing year on year use and comparison.
When dealing with the customer group, we set up workshops for small groups in four cities. We took a "deliberative forum" approach which enabled customers to think through their views of Sky, Sky's values and their own broader social concerns. These concerns were then linked back to their views of Sky and its service. Care was taken at all times to talk in the customer's language. Again, a consistent template was used for all workshops but within this framework respondents were free to raise the issues that mattered most to them.
Results
Our detailed report delivered an in-depth spectrum of opinion in a business-focussed structure to allow analysis and action within the business. We revealed a set of key issues and opportunities of importance to Sky’s corporate responsibility agenda.