Dubai Bus Outsourcing
Project Overview
Our client, a leading British bus operator, was actively pursuing international expansion opportunities, with a strategic focus on entering the Middle East’s public transportation market. Building on a strong track record in the UK, our client was keen to leverage its expertise and operational excellence to tap into new, high-growth regions and establish a broader global footprint.
The opportunity in Dubai involved the full outsourcing of the operation and maintenance of the city’s public bus network, previously managed by the Roads and Transport Authority (RTA) of Dubai. Crescar was engaged to support the project by establishing a local operating business and developing a comprehensive business model. This included structuring the delivery approach and crafting a detailed response outlining each workstream within the proposed model.
Scope of Work
The workstreams in our scope included:
Operations and network
design/optimisation
Maintenance
Customer
experience
Technology
and ITS
HR and
people
Establishing a performance regime and performance management
Revenue channel
management
Contracts and
finance
Our approach
Crescar developed a comprehensive programme and project management plan, overseeing and coordinating all integrated workstreams and their respective deliverables. Our team ensured that each element of the project was aligned with the overall strategic objectives and delivered within the required timeframe.
The results
By collaborating with Crescar, our client received a fully integrated operational framework to support their market entry into Dubai. During this project, we completed a detailed analysis of the existing bus network design created a refreshed bus network design with improved route efficiency and trip performance, aligning service delivery with international best practices.
A newly developed organisational structure provided clarity around roles, reporting lines, and a full pay and reward structure, enabling effective staffing and governance from day one. Adding the this, the customer experience platform was tailored to improve customer service quality in line with the client’s strategic goals, while the operational and maintenance strategy laid a solid foundation for consistent performance and reliability.
Additionally, the integrated IT and ITS models and implementation of a comprehensive financial model enabled informed decision-making and long-term sustainability. Together, these outcomes positioned the client for a successful and scalable launch in a highly competitive new market.
Contact Us
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Phone
+971 4 568 6377
Email
contact@crescar.com
