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Pinnacle staff work to both individual and team targets and actively engage with customers to improve service effectiveness.

We are proud of what we do

•	We want to be our clients’ and customers’ first choice for quality, value and service
•	We set high goals and focus on quality and continuous improvement
•	We are committed to our clients and customers: we believe in what we do and we come to work to make a difference
•	We are transparent, straightforward and accountable in all of our dealings and are informative and accurate in our communication
•	We have the ambition and confidence to do things in new ways
•	We will work creatively with our clients to ensure that we are flexible to changing customer demands and other circumstances

We are committed to the communities we work in

•	We engage with over a million people through the delivery of our services. Our work has a direct impact on the quality of their lives and we take that responsibility very seriously. We also invest in communities through the charity Elevate that we set up to improve the lives of young people from inner-city areas
•	We will seek to involve our customers in identifying the goals for our business activities and involve them and our clients in shaping future services
•	We will employ local people wherever possible and seek to reflect the diversity of the communities we work in throughout our organisation
•	We will strive to ensure that access to our services is open to all potential customers
•	We will procure our supplies and sub-contractors locally, wherever possible and actively encourage them to implement positive equalities policies
•	We will encourage the development of partnership working with the charity and voluntary sector
•	We will reduce our impact on the environment by encouraging recycling amongst our clients and customers, decreasing the amount of waste we produce, and tackling our vehicle emissions
•	We will use environment-friendly products wherever possible

We value our people

•	We will create a work environment that is open, honest and unprejudiced and which encourages people to achieve their full potential
•	We will strive to offer better terms and conditions of employment than our principal competitors
•	We are committed to developing our staff and raising their capabilities through training
•	We will strive to provide a safe working environment
•	We will share best practice across our business so as to continually improve our service offerings

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