Marjane wins Morocco customer service award for fourth consecutive year

Friday 12 December 2025 - 16:00

By: Sahili Aya

Marjane wins Morocco customer service award for fourth consecutive year

Casablanca, Morocco – Marjane has been recognized for the fourth consecutive year as “Customer Service of the Year Morocco 2026” in the retail category, strengthening its reputation as a leader in customer experience. The announcement was made during the 9th edition of the event held on December 11 in Bouznika.

Mhamed Chlyeh, Deputy General Manager of Marjane, emphasized that the award reflects the consistency and effectiveness of the company’s approach: “Receiving this distinction for the fourth year confirms the stability of our model: a modern retail approach that listens to customers and adapts to evolving expectations. In 2025, we improved our operations, digital services, and customer experience standards.”

The recognition is supported by measurable results, with Marjane maintaining a Net Promoter Score (NPS) above 90%, showing strong customer satisfaction and loyalty. The survey involved 2,074 respondents out of 4,523 clients contacted, achieving a response rate of 46%.

Digital and AI Innovations

In 2025, Marjane continued modernizing its tools and processes to improve customer relations. AI integration in contact centers optimized request handling, while updates to the mobile application simplified access to information, after-sales service, and online support. Real-time internal monitoring tools helped identify and resolve issues more quickly across stores and digital channels.

The contact center also reduced average phone response time to 30 seconds while maintaining 99% accessibility throughout the year. Over 170,000 interactions were handled in 2025, contributing to a cumulative total of nearly 2.2 million customer contacts since 2021.

Enhanced In-Store Experience

Marjane focused on reducing wait times at checkout through optimized flows and additional fast and automated registers. Complaint handling was improved with proactive monitoring tools, enabling faster resolution.

Continuous Improvement Strategy

For 2026, Marjane plans to expand digital solutions, including instant chat, fully digital home appliance credit, and new quality measurement systems. Personalized services in stores will also be enhanced, ensuring customer feedback informs decision-making and team development.