Municipality of Abu Dhabi City…

Transforming our City and our Communities

Abdullah Al Shamsi
Executive Director
Municipal Assets & Infrastructure Sector

Abu Dhabi Conference 2012

19-20 Nov. 2012
 We are…
…evolving our corporate structure and becoming a customer-centric organization.

…serving the community and upgrading the city image and operations

…embracing environment and sustainable growth as one of Abu Dhabi‟s core values

…Abu
Dhabi.

CORPORATE COMMUNITY CUSTOMER CITY SUSTAINABILITY

“I want my ADM to help “I want my ADM to “I want my ADM to be “I want my ADM to “I want my ADM to
me do business really listen my family‟s my friendly service make my city beautiful, preserve the nature we
efficiently, have needs and help make provider where I can have parks that I can have been given and
professional and my neighbourhood as pay all my bills and walk to from my home allow my children to
knowledgeable people safe and carefree as take care of all my and fill my city with fun grow as one with nature
who can help and grow mine was…” daily needs…” and exciting events…” of our city…”
with me…”
 Abu Dhabi
Island and City

3
 Vision…

To ensure a superior quality of life and a sustainable

environment to Abu Dhabi residents.

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 Mission…
To deliver best-in-class, efficient and customer-centric municipal
services by engaging with our communities.

Superior quality of life in

sustainable living environment

Engagement and care for

communities and residents

Transparent services
enhanced through teamwork

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 al Multaqa…
Engaging our Communities ‟al Multaqa‟ or “meeting place” program
is aimed at providing forums where ADM
leadership interacts directly with
members of the public to listen and
address their concerns

Town hall meetings in community centers,

parks, and at events to hear directly from
citizens and residents about their issues and
concerns.

Programs and initiatives specifically designed

to address community needs and desires.

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 Comprehensive improvement of customer
experience

“One Stop Shop” approach with „fast-

track‟ service and ePayment Gateway
integration.

Implemented e-Kiosk services and a total

number of 115 services are now online.

ADM opened five additional external

customer service centers in response to
the growth of our city.

Full integration and access through

telephone, fax, email, web, SMS, instant
message (IM) and video/live chat.
Set up of advanced e-service and state of
the art call centers.
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 Striving to achieve consistent increase in
customer satisfaction levels.
Our improved internal processes and technologies
coupled with MOUs and SLAs with other government
entities resulted in a substantial reduction in average
turnaround time for issuing construction permits and
improved customer satisfaction levels.

The initiatives resulted in reducing average turn around

time for issuing construction permits by 64%.
Overall Satisfaction Scores for ADM Customers

100%

80% 82% 82% 80% 80% 82%

80% 79% 80% 78%
76% 76%
80%

60%
2010 – ADM Satisfaction 75% Satisfaction Score
2012 YTD – ADM
Neutral
Satisfaction 80%
40% 2011 – ADM Satisfaction 79% Dissatisfaction Score

17% 19% 18% 17% 18%

13% 15% 15% 15% 15% 15% 15%
20%

0% 8% 6% 7%
5% 5% 4% 3%'11 4% 5% 5% 4%
Apr '11 May '11 June '11 July '11 Aug '11 Sep '11 Oct 2%'11
Nov Dec '11 Jan '12 Feb '12 Mar '12
(503) (504) (504) (504) (502) (506) (503) (501) (502) (507) (506) (502)

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 The Customer…
From services to customer centric

Focusing on customer point of view and customer

experience to enhance our responsiveness and
anticipate needs.

E-service with anywhere any point of contact to

provide easy 24/7 access.

Monthly customer satisfaction surveys

provide us with valuable input from the
our customers to help us improve our
daily operations.

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 Improve capacity for quality customer service

Investment in training and

education…a continuous
„learning organization‟.
Over 480 processes accessible through
one central repository in preparation for ISO
Certification in 2012.

eGovernment Portal and unification

across all municipalities.

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Customer Services.. Change taking place
2008
•Lack of Performance Management Strategy
•Absence of Training Needs Analysis
PEOPLE
•No CS Training Programmers
•Lack of clear rules for staff to follow
•Total Number of CS Staff = 23 Employees
•UAE Nationals at CS = 21 Employees
•Total Number of Available Service in CS = 54
•No Documented Processes
PROCESS
•Absence of Service Delivery KPIs
•Multiple CS Touch Points
•Average Waiting Time = 60min
•Lack of complaining handling process
•No Transactional eServices
TECHNOLOGY
•Multiple Systems Used by CS Staff
•Manual Logging of Transactions (Excel Sheets)
•Service Fee Payment at Bank
•Lack of self-service
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2011
•Performance Contracts in Place for All CS Staff
•Training Needs Analysis for Customer Facing Staff
•Dedicated Trainer for CS Training
•Training Manual
•Customer Service Handbook
•Total Number of Staff = 77 Employees
•UAE Nationals at CS = 74 Employees
•Total Number of Available Service = 274
•All Customer Facing Processed are Documented
•Service Delivery KPIs and SLAs
•One Stop Shop
•Average Waiting Time = 5-10min
•Complain process supported by system
•Mobile Car Services
•Total Number of Transactional eService = 115
•Customer Relationship Mgt System (CRM)
•Case Management System
•Service Fee Payment on Counter & Electronic
•20 Kiosks (Self Service)
•Dedicated ADM Call Centre
•Real time Interactive Services Dashboard
 The Community… Expanding Choice Engaging our
communities and
residents,
transforming our
community by and for
them

Growing the network of public parks and playgrounds to

bring green open space within 15 walking minutes to every
resident of our city.

Capitalizing city beaches‟ potential by expanding Corniche

Beach area and activities as well as developing Al Bateen
Beach and Bein Al Jessrain Canal.

Upgrading the public realm throughout our city, including

sidewalks, new open areas, new landscaping, enhancing
the boulevards and others.

Engaging the community through arts, community fairs,

sports, and competitions to be part of the city‟s
development and activate its spaces.
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 Working with the Community

„Asemati‟ and „Habbah‟ (graffiti clean-up)

programs aim at upgrading and maintaining the city
image and city operations…”

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 Engaging the Community.
Community engagement and outreach is a core pillar at ADM.
Increasing public participation through ADM organized events as well as
development of neighborhood facilities provides direct, and face-to-face
relationship between the ADM and its community.

Programs include themes on culture, heritage, arts, music, sports and

environment.

Numerous events organised to facilitate

community participation:

National Day, Ramadan and Eid

Celebrations, Circus, School Events,
Parks Activation Programs, Culture &
Heritage Events, Terry Fox Run, Abu
Dhabi Marathon, Red Bull Air Race,
Formula One Activities, Beach
Football Competitions, Community
Market, Social Ambassadors

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 We hear you
Residents Needs and Amenities Surveys
Assessing need for a Public Library at Rahaba and Khalifa Park
Al Zaab Sport Centre
The Capital Mall Sport Centre
Community Centres and Bateen, Bahia, Shahama, and Rahba

Community Events Surveys

Assessing needed community events
Community events survey (Sarrasani Circus)
Patterns of electricity consumption in community
Stakeholder Survey
Khalifa Park community events survey

Customer Service and Municipality Services Surveys

Construction Permit Survey
Customer Satisfaction (CSAT) monthly program
„Mystery shopper‟ survey on municipal services
Customer Services Satisfaction
Call Center Survey
Al Shahama Branch Customer Satisfaction
Al Bateen branch Customer Satisfaction
Abattoirs survey
Building permits, Estidama and HSE services.

Parks and Beaches surveys

My park is my world survey (community event feedback)
City Image surveys
Awareness campaign effectiveness for parks visitors
MBZ & Al Shama & Al Adlah Parks (9 Parks)
Public beaches survey

Health and Safety Surveys

H&S workshops surveys
Public Health inspectors surveys

Human Resources surveys

ADM employee satisfaction survey
Interdepartmental survey
Employees' feedback (Accounting division)
Training needs survey (Project Management)
Restaurants Services Survey

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 From service provider to experience maker

Greening your community.

Completed over 32 pocket parks

and developing over 26 additional across Abu Dhabi.

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 Bringing the park to
your backyard
Completed
39 playgrounds
and developing another
88 additional
throughout the city.

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 Restructuring Landscape
Operation and Maintenance
contracts to achieve
30% in savings.

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 Providing necessary community
amenities throughout the city.

Corniche Beach, Abu Dhabi‟s largest

and most visited public beach is The Gulf‟s
first Blue Flag certified beach .

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 Listening the community's needs. Developing more accessible beaches to all!

Bateen Beach completed in 2011 (Phase one) offers a variety of water leisure and
our door activities.

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 More District Parks in the Pipeline
Bringing Innovative, Healthy and Fun

activities accessible to all!

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 Responding to the
community needs

Developing over 100

playfields and
jogging paths.

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 The City Image…
Changing the face of our city through new legislation,
regulations, and rigorous enforcement.

City Management, operational policies allowed us to continue relocating

undesirable activities out of the city centre, away from residential centres and
activities.

Tackling traffic congestion issues and infrastructure enhancements provided our

residents and visitors with world class bridges, roads, tunnels, interchanges
among others.

Visual enhancement of the city, through integration with governmental agencies

tackled issues of signage, shopfronts, downtown revitalization and helped curb
overcrowding and public health and safety improvements.

Redeveloping streetscapes along main boulevards of the city for an enhanced,

engaging and active pedestrian experience.
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 The Municipality of Abu
Dhabi City in collaboration
with other agencies is
continuously engaged a
City variety of initiatives that
Image contribute to enhancing its
City Image and ensure it
provides the best
environment and services
to its citizens, residents
and visitors.

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 City Image Strategy Map
Strive to make Abu Dhabi a world class city and a city of choice
for residence, employment, investment, and tourism

To enhance the Quality of Space and Life and overall City Image of Abu Dhabi through
consistent investment in renovation and upgrading of the built form and public realm

Quality of Space Quality of Life

Personal and community

A strong sense of identity satisfaction with
of place and perception amenities, educational,
of quality in the physical religious, health, cultural,
and visual environment. leisure and services for
overall wellbeing.

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 Develop Land Use Policies
A strategy to implement Activity and Use Policy throughout Abu Dhabi Metropolitan Area

1 Address the urgent need to enhance Types of violations and warnings 2011
Direct fines (building permits violations)
Number
3,049
land use and retail mix along main
Direct violations (public health 5,656
boulevards on Abu Dhabi Island. violations)
Car towing 3,773
2 Relocate nuisance or incompatible Car trading on street 35
uses Other warnings 9,765

Total for 2011 22,278

3 Ensure minimum standards for retail 15,889

shops especially in line with global
environmental, health and safety 10,888
standards. 9,854 9,864

First phase 4,536

1,514 establishments relocated outside CBD:

Auto related, polluting and incompatible,
activities were relocated away from residential
developments to purpose built sites.
2008 2009 2010 2011 Jan
2012
City image related violations

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 Develop Regulations, Codes and Policies

Drafting of 14 Municipal Codes to enforce City related

regulations.

Tawtheeq
Registering leasable property details and tenancy
contracts using cutting edge technologies.

> Regulate real estate market through effective

and accurate data collection of all properties and
tenancy contracts.

> Regulate occupancy, usage, health and safety.

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 Improved Living Standards
Relocation of worker accommodation from the Abu Dhabi City
Island to custom developed sites and upgraded facilities

A total of 124,000 workers were housed in new

and upgraded conditions.

Before (Old Labour Accommodation) After (New Labour Accommodation)

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 Redeveloping 6
streetscapes along
main boulevards of the
city.

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Giving back the street to the pedestrian.

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 Around 200 infrastructure projects were active during 2011, with some
of the world famous, signature projects being completed by ADM.

Sheikh Zayed Bridge, 850m long marvel of design and

engineering was completed and opened for public winning
Global Road Achievement Award (GRAA)

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 Al Salam Street, a 18km corridor and longest tunnel in the Gulf region (3.6 km)
through downtown Abu Dhabi increased the flow of traffic, improved traffic safety and
reduced congestion throughout the city.

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Amenities

ADM partnerships with the

private sector,
capitalizing on its existing
assets to provide
Bein el Jisrain Canal
Front Leisure community amenities,
development
convenience, leisure
Leisure and Lifestyle and entertainment
to its residents as well as
visitors and tourists.

Corniche Retail,
Dining and
underground parking

Community Centers

Al Bateen Community
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Center
 Other City Image Enhancement projects and initiatives across the city.
Gateways
Streetscapes
Public Plazas
Pedestrian Paths
Pocket Parks
Neighborhood Parks
Public Beaches
Playfields
Playgrounds
Jogging Tracks

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 Sustainability…
Sustainability initiatives range from internal ADM projects to the citywide
initiatives.

Protecting natural habitats of animals as well

as sensitive plants, such as the mangrove and
the Ghaff tree ensured our city‟s natural
environment is not threatened.

The mangrove 35
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 Abu Dhabi developed Estidama Pearl Rating program, its own
Green Building standard.

„Estidama‟ initiatives and programs
allowed us to implement water sensitive
designs and modern sustainable rating
systems for buildings.
Landscaping water usage systems have been
redesigned from the core resulting in considerable
reduction in water requirements throughout our city
together with lowering the maintenance cost

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LED lighting
City wide Sustainability initiatives.

Implementing a Public Lighting Strategy to reduces energy and

emissions by over 60%, and overall financial benefits of 90%.

Recycling and reuse of existing asphalt allowed for 80%

savings of raw materials and reduced construction time by
60%.

Geo-grid technology increases pavement design life (30 to 40

years) and reduces cost (10 to 20%) and time of construction.

Reuse of over 3,747,520 cubic meters of excavated material

from developments across the city as fill material for low lying
areas.

Geo-grid Recycled pavement

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 Going Forward
New Areas: Completed planned development areas of Saadiyat, Yas, Reem, Sowwah Islands and
Raha Beach will be transferred to ADM.

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Going Forward: Upgrading Infrastructure

KCA

Capital
District

KCB

MBZ

Implementing 3 Cities
Khalifa Cities A & B,
Mohammed Bin Zayed City
 KCB
KCA MBZ
Public - Occupied Public - Vacant

Villa – Built or Under Villa - Vacant

Construction

• Extensive build-out and rapid growth

• Insufficient infrastructure for future needs

• Limited public amenities

PROJECT RATIONALE
 Urban Environment & Public Infrastructure Upgrades, 2012-2021

• Provide high quality of life for the growing population of the 3 Cities

• Maximize municipal investment value

• Apply “Best Practices” in environment and sustainability

PROJECT OBJECTIVES
 Infrastructure Requirement for the 3 Cities
KCA KCB MBZ
Total land area (m2) 22.9 m 18.5 m 49.3
No. Of Sectors 42 42 55
No. Of Public / Non Villas Plots 147/391 596/309 / 1507
Total Villa Plots 3,686 3165 5275
Work Zones 5 3 6
GFA (m2) 12.6 m 12.8 m
Streetscape (m2) 3.33 m 3.7 m 8.2 km
No. / Area (m2) of Parks 32 / 0.33 m 131 / 1.15m /0.9 m
Length of Roads (km) 195 190 373
Length of Sikkas (km) 250 192
Street/ pedestrian lights 9,021 10,027 25750
Estimated current population 51,000 19,000 99,000
Estimated
Customer Service Department full population 194,000 175,000 321,000
MASTER SCHEDULE

Note:
Public Realm Consultant procurement,
Design & Project Procurement period are
included in the respective Roads
Infrastructure Upgrade packages.
 Opportunities for collaboration
ADM continuous work on improving services and development of new
initiatives opens the door for future collaboration.

These include:

• Sustainable Infrastructure
• PPP
• R&D and Training
• Customer Service
• Community Development and Management
• Operations and Maintenance
• Legislative and Regulatory Frameworks

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Thank You