Metro de Madrid

Metro de Madrid is currently immersed in a process of continual transformation with a view to consolidating its leadership and tackling the major strategic challenges that are expected to arise during the period 2008-2012. To this end, we have been carrying out an in-depth review of our strategy since the year 2000, with the aim of clarifying its basic elements: Mission, Vision and Values.

Through this process we have defined the Balanced Scorecard (hereinafter BSC) and the deployment architecture of the departmental BSCs to be developed in the years to come. At present we have seven fully operational BSCs (both for business units and staff units), and another two have already been designed: one relating to the human resources function, and the other, in addition to the corporate BSC, relating to Metro de Madrid’s contribution to sustainable development.

While the BSCs were being designed, a change plan (set of strategic projects) was devised to promote key objectives in which we want to take a significant leap forward. These projects may impact on one or several objectives, and in most cases their purpose is to optimize the execution of the basic business processes in order to maximize the quality produced.

In order to orient employees toward achieving objectives and to foster a greater feeling of belonging and involvement, Metro de Madrid has implemented a change plan that seeks to develop a stronger service culture through a more dynamic organization, bearing in mind the three facets of sustainability (economic, social and environmental) as the core of all the processes.

In 2006, Metro de Madrid received the “Hall Of Fame” award, an honour given to companies that have achieved excellence in the process of implementing the Balance Scorecard for strategy management purposes, and whose results have improved considerably thanks to the application of this methodology.

Following the latest strategy review, corresponding to 2008, Metro de Madrid defined:

Our Mission: What do we want to be?

“The most socially profitable mobility option, and the one that best meets customer expectations”

Metro de Madrid’s mission reflects the two strategic mainstays on which the rest of the company’s activity is based, namely:

To be a sustainable transport option that is profitable in economic, social and environmental terms for everyone we serve (for our interest groups as a whole).

To be the transport option that best meets the needs and expectations of our present and future customers.

Our Vision: How are we going to become what we want to be?

Metro de Madrid’s vision comprises the courses of action that will inspire the company’s activity to accomplish its Mission. The graphic representation of this vision is a target: the central circle shows our challenges as regards the traditional passenger transport service. The middle ring reflects the expansion of the underground network with a greater level of coverage of the Madrid region, and the outer ring represents Metro de Madrid’s activity relating to consulting projects and franchises for both national and international companies. However, it would impossible to tackle all these challenges without the direct involvement of each and every one of our employees, and therefore this constant effort is reflected in the arrow that crosses the three circular sections of the target.

Our Values: What is our distinguishing feature?

The final part of the strategy review process involves defining the values that will govern the way our employees perform their activities. Three different levels are established: corporate, organizational and personal:

• Corporate: Management excellence, Public Service and Dynamism and Innovation
• Organizational: Results orientation, Collaboration and Development
• Personal: Professional integration, Teamwork and Proactivity and Participation

The corporate values inspire the whole company’s way of working at a general level, the organizational level is related to the values involved in the work carried out by the business units and, finally, the personal values should inspire the behaviour and performance of each and every one of Metro de Madrid’s employees.