menauitpuitptransport#MENAUITP Service Oriented Urban Transport in Morocco The City Bus Transport Experience 1

menauitpuitptransport#MENAUITP Presentation of City Bus Transport City Bus Transport is a holding company, its capital is 100% Moroccan. Our subsidiary companies operate in 6 cities: Fès, Meknes, Kenitra, Tétouan, El Jadida and Fquih Ben Saleh buses by end 2016 Over 3000 jobs created 2

menauitpuitptransport#MENAUITP Presentation of City Bus Transport Our short term perspectives: 1. Start operations in the latest cities we were contracted to run, Berrechid and Oujda, making a total of 8 cities 2.Expand to other cities in Morocco 3. Start our expansion in Africa 3

menauitpuitptransport#MENAUITP Contract type City Bus Transport operates under delegated management contracts Three actors in the contracts: 1.The delegating authority, which is the City Council 2.The supervisory authority, which is the Ministry of Interior 3.The company 4

menauitpuitptransport#MENAUITP Our Principal Management Guidelines 1.Human Resources Optimization Challenges in human resources Hiring guidelines In-company training school 2.Customer based strategy 3.Optimization of operating environment Constant communication with the competent authorities 5

menauitpuitptransport#MENAUITP Challenges in Human Resources The general perception surrounding work in the public transport sector is negative around the world. Since most societal problems could be reflected in public transportation, our drivers and security staff could face those problems daily: vandalism, fighting, harassment, assaults. These negative perceptions make it difficult to hire qualified personnel Other challenges in this industry include employee retention, fighting absenteeism and continuous training to reach our goal: customer oriented management 6

menauitpuitptransport#MENAUITP Challenges in Human Resources Negative image of the public transportation sector : 7 Human Resources Management Image challenges facing public transportation Unawareness of career path opportunities Negative perception of the industry Misconception of transportation jobs Misperception of gender/cultural barriers Impression of job difficulty

menauitpuitptransport#MENAUITP Challenges in Human Resources Our strategy to fight that negative perception included a coordinated image management campaign 8 Image Management Campaign Messaging to employees Website and online Marketing Social Media Communication Campaigns Recognisable name and identity

menauitpuitptransport#MENAUITP Human Resources Optimization Our human resources strategy also includes four parts: 9 PROFESSIONAL CAPACITY BUILDING RECRUITMENT PROCESSES TRAINING AND DEVELOPMENT RETENTION PROCESSES

menauitpuitptransport#MENAUITP Recruitment Process The recruitment process involves all aspects of bringing individuals into the company, such as: – Determining the types of desired candidates – Outline the desired knowledge, skills and abilities – Seeking out the appropriate candidates – Promoting job vacancies – Selecting and hiring the appropriate individuals To ensure productivity and quality of service, we instituted strict hiring guidelines: – Written test – Multiple driving tests – Background checks – Health checkups 10

menauitpuitptransport#MENAUITP Training and Development Employee training can take many forms: seminar, course, on site practice 11

menauitpuitptransport#MENAUITP Training and Development To maintain the quality of service, we created our own training school. This school ensures: The focus on our necessary knowledge skills and abilities Continuous training of our drivers and security guards : eco-driving, public safety, customer service, de- escalation during confrontations, Training of newly hired drivers: refresher training course 12

menauitpuitptransport#MENAUITP Training and Development 13

menauitpuitptransport#MENAUITP Customer Based Strategy Efficiency in transport : SAE system 1.First SAE installed in Africa 2.Public Transportation Management Support Systems to Meet Passenger Demand Passenger Control System with Automatic Fare Collection System: – Contactless loyalty subscription cards – Contactless Student subscription cards – Prepaid cards 14

menauitpuitptransport#MENAUITP Customer Based Strategy Passenger Information Systems – Mobile phone application showing real time arrivals and bus stations – Free Wi-Fi provided onboard 15

menauitpuitptransport#MENAUITP Customer Based Strategy Video surveillance systems – Improves the safety and security of the passengers – Helps improve driver supervision Dedicated access ramps and seating spaces for handicapped passengers Dedicated seating spaces for pregnant women and elderly people 16

menauitpuitptransport#MENAUITP Optimization of operating environment 17 It is extremely important to work in symbiosis with the competent authourities to continiuously improve the operating environment. HAPPIER CUSTOMER Good retention rates and HRM Improving Operating ENvironment

menauitpuitptransport#MENAUITP Optimization of operating environment Our short term goals regarding the operating environment: – Implementation of BHNS in cities that can have it, which will increase commercial speed, improve driving safety, increase customer satisfaction. – Decrease illegal competition by other means of transport: road decongestion, lower pollution, improved driving safety and increased customer satisfaction 18