Advisory Case Study: CR Index Private - EE

In 2012 EE used the CR Index as a tool to conduct baseline assessment and prioritise next steps. Using BITC findings and recommendations, EE entered the CR Index in 2013 and achieved an impressive improvement.


  • Third party assessment provided impartial recommendations that focused on helping to build the business case for corporate responsibility within the business.
  • The assessment engaged various areas of the business including the Board encouraging buy-in into the importance of corporate responsibility agenda.
  • Taking part in the assessment highlighted areas of strength and good progress made so far.
  • The Management Report established priorities for improvement as well as provided the business with information on what should be done, why and how.

The BITC CR Index has provided a strong foundation for our Responsibility programme and helped us drive best practices throughout the organisation. The Index is an excellent way for organisations to understand how they’re performing vis-a-vis other organisation and make improvements.

- Dan Perlet,
Director of Corporate and Financial Affairs, EE

The opportunity

EE is the UK’s most advanced digital communications company and the first in Britain to offer superfast 4G mobile services alongside fibre broadband. EE runs the EE, Orange and T-Mobile brands, delivering the best network and the best service to 27 million customers.

In preparation for the launch of EE in October 2012 the company embarked on an ambitious programme to understand existing performance and implement a new responsibility approach. The objective was to ensure EE is a responsible business that meets internal and external expectations.

The challenge was much bigger than just combining good practices from both companies.  EE wanted to develop its own vision, which would give its employees strong focus and direction and would differentiate itself from peers.


In 2012 EE decided to use BITC’s CR Index to conduct a baseline assessment of responsibility performance. This management and benchmarking tool has been designed to help companies, like EE, to manage, measure and report their social and environmental impacts in a systematic and integrated way.

Following the self-assessment, EE received a management report from BITC outlining key actions for improvement as well as best practice examples.

EE used the report in a rigorous way, implementing the majority of the recommended actions. As a result of strong leadership from the board as well as the great engagement of EE’s employees, the company was able to repeat the exercise in 2013 to assess its progress and benchmark its performance against sector peers. EE improved its score by significantly and reached Silver ranking. It decided to publicly communicate its commitment to sustainability by being listed in the CR Index ranking, published in the FT.


The results of the in-depth assessment conducted by BITC helped identify and prioritise actions for improvement, specifically in the strategy and integration sections. External recommendations speeded up the process of implementation and gave credibility to internal plans developed by EE’s team.

Hard work, dedication and most of all passion of EE’s team to drive the CR agenda resulted in impressive progress made in just few months.

Below are just few examples of success stories EE can be proud of:

  • EE developed its visionto provide the best network and best service so our customers trust us with their digital lives”.

  • EE introduced effective governance structure, where the Leadership Team plays crucial role in driving the agenda forward and each member takes accountability for specific area of CR.

  • EE developed and implemented its first CR strategy clearly outlining what are the most material issues for EE and communicating three ambitious goals in the areas where EE can make the biggest positive difference to Britain.

    • EE created robust CR risk management system to capture all risk as well as opportunities, e.g. building digital skills has been recognised as a business opportunity which has led to the launch of EE’s Digital Champions.

  • EE launched its first Responsibility Report, demonstrating great level of transparency and outlining EE’s future commitments.

- Private group -