Amid a growing wave of customer complaints about poor service at bank branches, Bank Al-Maghrib is stepping in to demand change. In a letter sent to the Moroccan Banking Association (GPBM), the central bank’s governor, Abdellatif Jouahri, voiced serious concerns over the rising number of grievances tied to how clients are treated by certain frontline staff.
This move follows a series of meetings Bank Al-Maghrib held with the Banking Mediation Center and several consumer protection organizations, where the issue of in-branch service quality was repeatedly raised. In response, a joint BAM-GPBM commission will soon be established to assess current customer service practices, pinpoint areas needing improvement, and draft a nationwide charter. This future interbank agreement would set baseline standards aimed at ensuring consistent, respectful, and professional service across all financial institutions in Morocco.
Bank Al-Maghrib emphasized that the way customers are welcomed and treated in branches plays a vital role in building trust, driving loyalty, and advancing financial inclusion. The initiative also seeks to boost the public image of Moroccan banks, positioning them as client-focused institutions capable of meeting modern service expectations.
For customers who feel mistreated or neglected, there are formal avenues to seek recourse. A written complaint can be submitted directly to the bank, which then has 40 days to respond. If the issue remains unresolved or the reply is unsatisfactory, clients can escalate the matter to the Moroccan Banking Mediation Center, which reviews complaints and issues recommendations within 30 days. As a final step, cases can be submitted to Bank Al-Maghrib itself, along with supporting documentation.
This latest push by the central bank signals a clear intent to raise the bar for customer service in Moroccan banking. The question now is whether the country’s financial institutions will rise to the challenge—and whether improving employee working conditions will also be part of the conversation. After all, delivering better service starts with supporting those who provide it.
