Our Stakeholders

Strategic report continued Our stakeholders We believe that strong engagement, collaboration and dialogue are critical to the effectiveness of our long-term relationships with key stakeholders. Customers We are committed to our customers This includes our customers, investors, Trafficking Statement, which is updated and passionate about improving their government and political stakeholders, our annually, sets out our policies and the steps people, our suppliers and partners, and the we take to address risks in our business experience and satisfaction. We keep communities we serve. and our supply chains and can be found our customers at the heart of everything at www.firstgroupplc.com. Engaging ethically we do, and our teams strive to always In line with our values and the expectations We have a zero-tolerance approach to bribery, exceed their expectations. of our customers and partners, we are and never offer or accept any form of payment committed to conducting our relationships or incentive intended to improperly influence How we engage with customers with our stakeholders with high ethical and a business decision. Equally, we support free moral standards in all our interactions. Our and open competition, gaining our competitive ■■ Regular customer and passenger values and ethical commitment shape not advantage by providing the highest level satisfaction surveys to identify what only what we do, but also how we do it. of service, not through unethical or illegal we do well and where we can improve business practices. We have internal control ■■ We invest time and effort to put in place the Robust customer feedback processes systems and procedures in place to counter right processes, policies and governance through online and traditional channels bribery and corruption, and to ensure that structures to ensure we meet these high ■■ Customer panels and events we comply with competition and trade laws. standards of integrity and professionalism. ■■ Ongoing dialogue with customer Similarly, we respect and protect the privacy of Our Code of Ethics applies to everybody representative groups our customers, employees and stakeholders, working for, or on behalf of, FirstGroup. The and are committed to conducting our business Board engagement on code sets out the standards that our customers in accordance with all applicable data protection customers this year and stakeholders expect of us, and which legislation, including the General Data Protection we expect of each other. It is supported by ■■ Monitoring the embedding of the Regulation, UK Data Protection Act and the detailed policies and procedures which apply Group’s customer-centric vision California Consumer Privacy Act. across the Group and are implemented and ■■ Monthly customer updates by the managed by the senior management team in We have an externally managed whistleblowing Chief Executive each of our divisions, including our Code of service for colleagues available across the Conduct on Anti-Slavery and Human Trafficking Group with a helpline (online and phone-based) ■■ Specific customer updates from the Prevention and our Anti-Bribery Policy. for the anonymous reporting of suspected Group Corporate Services Director and wrongdoing or dangers at work. All reported Chief Information Officer as required We are committed to recognising human rights issues or concerns to the hotline are taken ■■ Updates from divisional leadership on a global basis. We are committed to the seriously and investigated as appropriate, teams as required prevention of modern slavery and human ensuring that confidentiality is respected trafficking in all its forms, which extends to all at all times. business dealings and transactions in which Our five divisions have a varied mixture of we are involved, regardless of location or sector. For further information on our governance customer types and revenue models. While We have a zero-tolerance approach to any arrangements, see pages 75 to 134. some deliver directly to passengers, others violations within our Company or by business serve clients or partners such as states, local partners. Our Modern Slavery and Human government, school boards or transportation authorities and private organisations, like airports and universities. Across all our divisions, Sustainable Development Goals however, the focus of our businesses is on delivering our Vision; providing easy and The global Sustainable Development Goals (SDGs) were adopted by UN member convenient mobility, improving quality of life states in September 2015, covering 17 key areas aimed at creating a world that is by connecting people and communities (see comprehensively sustainable, socially fair, environmentally secure, economically page 16 for more on our Vision and Values). prosperous, inclusive and predictable by 2030. Although we can have a positive impact in some way on all the SDGs, we have identified the key areas where our contribution Our customers’ requirements are complex to the delivery of the goals can be greatest. The icons for each of these goals are shown and constantly evolving, so listening, identifying against each of our key stakeholder groups. future needs and being able to respond quickly is critical. In some cases, like our rail franchises, collecting and responding to customer feedback forms is stipulated in our contracts. Our teams use a variety of channels and approaches to engage with customers, assessing satisfaction and gathering feedback. 44 FirstGroup Annual Report and Accounts 2020 Strategic report Strategic The Board receives regular updates on Our businesses that provide long-distance matters relating to customers, including the journeys for customers are ensuring that results of customer surveys, and information time spent travelling can be productive and trends relating to customer satisfaction and entertaining. Our TOCs offer free Wi-Fi and feedback. and we are trialling 5G technology on board our trains. In Greyhound, we have deployed Supporting customers during the a world class on-board entertainment coronavirus pandemic programme across our fleet, including revenue Our primary concern since the start of the generating Wi-Fi offerings and content and coronavirus pandemic has been to protect our channel programming which has led to double customers and colleagues as we continue to digit improvements in customer satisfaction, run vital services. as measured through our Net Promoter Score. We have continued to follow the latest This is a chance to use our skills to Technology and innovation is also helping guidelines from local and national governments, support our local partners during to bring our low- and zero-carbon transport the World Health Organization and relevant lockdown and help other essential services to market for our customers across advisory bodies, such as Public Health services continue to run as normally the Group. We’re taking action to combat England. We have implemented enhanced as possible. climate change and improve local air quality cleaning of vehicles and have introduced by delivering low- and zero-emission mobility social distancing measures to help our solutions, and encouraging customers to customers adhere to government guidelines. First Bus driver, Robert Dande, supporting York City Council make the modal shift from private vehicles Our customers have responded positively to to more efficient public transport modes. the action taken by our companies to deploy We are using technology and innovation to help More information on our ambition for our people, vehicles and logistics to good to reduce complexity and deliver the best zero-carbon, improving air quality and effect, going above and beyond typical experience for our customers – from e-tickets making the shift to our bus and rail services transport operations by providing direct in Greyhound and First Rail, to convenient online can be found on page 39 and 40. support for families and communities. tools for student conduct in First Student, and the latest SAV technology in First Transit. More information on enhancing customer At East Bay Paratransit in San Francisco for experience can be found in the Business example, our First Transit drivers delivered For example, this year we completed the review on pages 18 to 27. food to 2,400 housebound seniors through transition to paperless boarding in Greyhound; Accessible journeys SOS Meals on Wheels, a local non-profit now every driver can board customers quickly We are committed to supporting customers organisation, whilst the First Student team and efficiently with their driver device. with disabilities or restricted mobility and helped to deliver curriculum packets to We have also made it much easier for First recognise that access to public transport approximately 7,000 elementary students Bus customers to pay through mobile and services is often fundamental to their across Buffalo, New York. Greyhound has contactless ticketing, with more than half independence. Working with both national and worked with partners in moving vital cargo, the division’s revenue now coming through local disability groups, we continue to invest in including food and medical supplies, across digital channels. We were the first major bus making our services more accessible and to its network. operator to offer contactless payment for all improving the service we offer those with In the UK, we supported our partners at York customers on every bus. disabilities, for example, through more effective City Council who were facing a shortage of Our First

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