Our guides
Our guides, sorted by domain and by reader, with their sources. Filter by domain (the five domains) or by reader (professionals, SMEs, organisations). Most guides are available in French for now.
- Customer ExperienceBuilding an Aligned Customer Experience StrategyBuilding an aligned customer experience strategy in Morocco: an outside-in view, an executive sponsor, clear priorities and governance.
- Customer ExperienceCalculating the ROI of Customer ExperienceHow to calculate customer experience ROI: measures, KPIs, customer lifetime value (CLV), leading indicators and a worked example in Moroccan dirhams.
- Customer ExperienceClient Experience in Regulated Professions: Trust from the First ContactClient experience for lawyers, notaries, accountants and real estate agents: first contact, fees, document requests, reminders, follow-up and closure.
- Customer ExperienceComplaint Management: from Handling Cases to Fixing CausesComplaint management in Morocco: multichannel capture, taxonomy, root cause analysis (5 Whys, Pareto, Ishikawa), closed loop and indicators.
- Customer ExperienceCourtesy Bias: Why Satisfaction Surveys Can OverstateCourtesy bias, acquiescence, social desirability: why satisfaction surveys can overstate, and how to design them in Morocco.
- Customer ExperienceCustomer Culture as a Performance DriverWhy customer culture improves performance: the link between employee and customer experience, and frontline autonomy in Morocco.
- Customer ExperienceCustomer Experience and Customer Success: Two Disciplines, One GoalCustomer experience or Customer Success? The differences, a comparison table, and why Moroccan companies need to combine the two.
- Customer ExperienceCustomer Experience Certifications: CCXP and Alternatives, How to ChooseCustomer experience certifications: CCXP, Forrester, Qualtrics XM, CCSM, COPC and ISO standards. Requirements, languages, renewal and choosing by role.
- Customer ExperienceCustomer Experience in E-commerce in MoroccoE-commerce CX in Morocco: cash on delivery, order confirmation, WhatsApp, delivery, returns, key metrics and Law 31-08 obligations.
- Customer ExperienceCustomer Journey Mapping: The Complete MethodHow to map the customer journey in 5 steps: touchpoints, frictions and priorities, with the specifics of the Moroccan customer journey.
- Customer ExperienceFrom Telemarketing to Customer Experience: Repositioning a Contact CentreCall centres in Morocco: moving from outbound telemarketing to value-added customer experience services after France's consent law on cold calling.
- Customer ExperienceGetting Customer Onboarding RightHow to get customer onboarding right: a template 90-day plan, measurable objectives, and an approach scaled to each customer's complexity.
- Customer ExperienceMeasuring Contact-Centre Quality beyond Handling TimesMeasuring contact-centre quality beyond AHT: first contact resolution, repeat contacts, effort, transfers, complaints and AI.
- Customer ExperienceNPS, CSAT, CES: Understanding the Classic Customer Experience MetricsNPS, CSAT and CES explained: definitions, formulas, worked calculations, limitations and the cultural bias to account for in Morocco.
- Customer ExperienceReducing Customer Churn in MoroccoReducing customer churn in Morocco: how to calculate your churn rate, the warning signs to watch, and a five-step retention action plan.
- Customer ExperienceThe Customer Experience Profession in Morocco: Roles, Skills and Career PathsThe customer experience profession in Morocco: roles, skills across the 5 CXPA domains, place in the organisation, career paths and setting up a CX function.
- Customer ExperienceThe Customer Health Score ExplainedThe customer health score: its components, a weighting grid, alert thresholds and the actions that help you spot an at-risk customer.
- Customer ExperienceThe Six Pillars of Customer Experience: The Model ExplainedThe six pillars of customer experience (integrity, resolution, expectations, effort, personalisation, empathy) applied to Morocco.
- Customer ExperienceUnderstanding Customer Needs: Research MethodsCapturing the voice of the customer in Morocco: surveys, churn analysis, support tickets, and qualitative and quantitative research.
- Customer ExperienceUser Experience in Morocco's Public Services: Framework and MethodsUser experience in Morocco's public services: Law 54-19, Law 55-19, Chikaya.ma, the Ombudsman of the Kingdom, and methods to measure and improve procedures.
- Customer ExperienceWhat Customers Do, Not Just What They Say: Behavioural SignalsCustomer behavioural signals: repeat contacts, drop-offs, closures, usage, escalations to the mediator. Build a dashboard and comply with Law 09-08.
- Decisions & ExecutionDecision Rights: Who Can Say Yes to the Customer?Defining what customer-facing teams can decide alone, up to what threshold and with what controls: method, matrix and pitfalls to avoid.
- Decisions & ExecutionFirst-Contact Resolution: What It Demands of the OrganisationFirst-contact resolution depends on the organisation: decision rights, information, knowledge and routines. How to measure it honestly and what to change.
- Decisions & ExecutionLead Measures: Managing Execution Every Week, Not Every QuarterLead and lag measures: choosing measures a team can influence every week, keeping a visible scoreboard and avoiding the trap of gaming the numbers.
- Decisions & ExecutionSales Incentives and Targets: When the Bonus Rewards the Opposite of What You Ask ForWhen bonuses and sales targets reward the opposite of what management asks for: how to diagnose it, test for mis-selling and add quality safeguards.
- Decisions & ExecutionThe KAPER Cadence: the Manager's Weekly RoutineA 45-minute weekly management routine to turn decisions into action: agenda, indicators, roles and a four-week roll-out.
- Decisions & ExecutionWhy Training Is Not Enough: the Five Conditions for AutonomyTraining alone does not change practice: knowledge, authority, information, incentives and routine. Diagnose the missing condition before you train.
- Data & AIAI and Complaints: Automated Triage, Generated Replies and SafeguardsAI in complaint handling: triage, classification, generated replies. Risks, Law 09-08 (Article 11), AI Act Article 50 and the controls to put in place.
- Data & AIAI Governance in Banking and Insurance in MoroccoCredit scoring, fraud prevention, insurance pricing: what Law 09-08 and the AI Act require of Moroccan banks and insurers that use AI.
- Data & AIAI in Customer Service: Risks and SafeguardsChatbots, voicebots and generative AI in customer service: the real risks (errors, bias, data leaks, opacity) and the safeguards to put in place in Morocco.
- Data & AIAI Law in Morocco: Where Does the Legal Framework Stand?Is there an AI law in Morocco? The rules that already apply, the Digital X.0 bill, the proposed national AI agency and the Maroc IA 2030 roadmap.
- Data & AIAssessing an AI System: Audits, Tests and EvidenceAssessing an AI system: ISO/IEC 42001 audit, bias and robustness testing, ISO/IEC 42005 impact assessment, the AI Act on 2 December 2027, evidence.
- Data & AIChatbots and Voicebots: the Duty to Tell Customers They Are Talking to AIAI Act Article 50: since 2 August 2026, chatbots and voicebots must tell customers they are talking to AI. Wording, evidence and a checklist.
- Data & AICNDP Compliance: The 8-Step MethodLaw 09-08 compliance in 8 steps: inventory, CNDP notification or authorisation, privacy notices, security, processors and transfers abroad.
- Data & AICNDP Fines and Penalties: The Law 09-08 ScheduleThe official Law 09-08 penalty schedule: fines of 10,000 to 300,000 MAD, prison terms, and doubling for legal entities and repeat offences.
- Data & AIData Protection in Banking and Insurance in MoroccoBanks and insurers in Morocco: customer data, professional secrecy, KYC, health data, cloud, marketing and automated decisions under Law 09-08.
- Data & AIEmotion Analysis in Call Centres: What the AI Act ProhibitsEmotion analysis in call centres: since February 2025 the AI Act bans applying it to agents. Customers, text, voice: where the line is drawn.
- Data & AIHealth Data in Morocco: CNDP Obligations for Healthcare ProvidersHealth data in Morocco: CNDP notification or authorisation, informing patients, transfers abroad and good practice for clinics and medical practices.
- Data & AIISO 42001 Certification: A Guide for Moroccan BusinessesISO/IEC 42001 explained: AI management system, the 38 Annex A controls, impact assessment, statement of applicability and the steps to certification.
- Data & AILaw 09-08 vs GDPR: A Point-by-Point ComparisonLaw 09-08 and the GDPR compared: formalities, rights, DPOs, breaches, transfers, penalties, and when the GDPR applies in Morocco.
- Data & AIMoroccan Processor for a European Client: Contract, Standard Clauses and Transfer AssessmentMoroccan processor for a European client: GDPR Article 28 contract, standard contractual clauses module 2 or 3, transfer impact assessment and CNDP rules.
- Data & AIPrivacy by Design: The Principle Explained and Applied in MoroccoPrivacy by Design: the 7 principles, Article 25 of the GDPR, and how to apply them to a Moroccan digital project subject to Law 09-08.
- Data & AIProof of Consent: What a Call Centre Must Be Able to ShowProof of consent to telemarketing: what a call centre must keep under Decree 2026-662, one-year validity, three-year retention, pre-call checks.
- Data & AIProvider or Deployer? Identifying Your Role under the AI ActProvider or deployer under the AI Act: definitions, Article 25, typical Moroccan call-centre cases, obligations by role and clauses to negotiate.
- Data & AITelemarketing: the 2025 French Law and Its Effects on Moroccan Contact CentresSince 11 August 2026, France bans telemarketing calls without consent. Exceptions, Decree 2026-662, calling hours, fines and the effects in Morocco.
- Data & AIThe AI System Life Cycle: From Design to RetirementThe stages of the AI system life cycle under ISO/IEC 22989, and the ISO/IEC 42001 controls and Law 09-08 requirements to apply at each one.
- Data & AIThe Data Protection Officer in Morocco: Role and ObligationsDPOs in Morocco: what Law 09-08 provides, when the GDPR requires one, the DPO's tasks, and choosing between an internal and an external DPO.
- Data & AIThe EU AI Act and Moroccan BPOs: What You Need to KnowHow the EU AI Act applies to Moroccan call centres and BPOs: scope, the 2026 revised timeline, banned practices, chatbot transparency, high-risk systems and fines.
- Data & AITraining Your Teams in AI: What Article 4 of the AI Act RequiresArticle 4 of the AI Act: since Regulation 2026/1744, an obligation of means. Who is covered in Morocco, a programme by role and the evidence to keep.
- Data & AITransferring Personal Data Abroad: The CNDP RulesTransferring data out of Morocco: adequate countries, Article 44 exceptions, CNDP authorisation (form F118), and how cloud and SaaS are treated.
- Data & AIVerifying Client Identity without Over-collecting: KYC and Law 09-08KYC and Law 09-08: legal basis, CNDP authorisation for ID card numbers, informing clients, proportionality, ten-year retention and security.
- Risk & ComplianceAML/CFT: the Obligations of Lawyers, Notaries, Accountants and Real Estate AgentsAML/CFT in Morocco: when lawyers, notaries, accountants and real estate agents fall under Law 43-05, their obligations, supervisors and sanctions.
- Risk & ComplianceAnswering a European Client's Security and Compliance QuestionnaireAnswering a European client's security and compliance questionnaire: domains covered, evidence room, the role of ISO 27001, who answers, mistakes to avoid.
- Risk & ComplianceBanking Complaints in Morocco: Bank Al-Maghrib's FrameworkBanking complaints in Morocco: what Bank Al-Maghrib publishes, Circular 10/W/16 and what banks must do.
- Risk & ComplianceBanking Mediation in Morocco: How It Works and Your OptionsBanking mediation in Morocco: the CMMB, conditions for referral, timescales, the 200,000 MAD threshold for banks, 2024 activity and what it means for lenders.
- Risk & ComplianceBeneficial Ownership in Morocco: Identify, Verify and RetainBeneficial ownership in Morocco: the Law 43-05 definition, the 25% threshold in Decree 2-21-708, the OMPIC register, verification, documents and cases.
- Risk & ComplianceBuilding a Compliance Culture in Your OrganisationBuilding a compliance culture: tone from the top, code of conduct, training, whistleblowing mechanism and the Moroccan legal framework.
- Risk & ComplianceDefining Your Organisation's Risk AppetiteHow to define your organisation's risk appetite: how it differs from risk tolerance, a 7-step method, sample statements and key risk indicators.
- Risk & ComplianceGRC for Morocco's Financial SectorGRC for banks, insurers and finance companies in Morocco: Bank Al-Maghrib, ACAPS, AMMC, compliance function, internal control, AML/CFT and governance.
- Risk & ComplianceGRC vs Traditional Compliance: What's the Difference?Integrated GRC or traditional compliance: key differences, comparison table, the three lines model, maturity levels and when to adopt an integrated approach.
- Risk & ComplianceInsurance Complaints in Morocco: the ACAPS FrameworkInsurance complaints in Morocco: 4,941 cases received by ACAPS in 2024, the weight of motor insurance, the online platform, the insurance mediator.
- Risk & ComplianceSuspicious Transaction Reports to the ANRF: When and HowSuspicious transaction reports to the ANRF (Articles 9 to 11, Law 43-05): red flags, internal procedure, tipping-off prohibition and professional secrecy.
- Risk & ComplianceThe COSO ERM Framework Explained: 5 Components, 20 PrinciplesThe 2017 COSO ERM framework explained: definition, 5 components, 20 principles, how it differs from internal control, and how to apply it in Morocco.
- Risk & ComplianceThe Risk-Based Approach to AML/CFT: Classifying Clients and FilesThe risk-based approach to AML/CFT in Morocco (Article 3, Law 43-05): risk factors, scoring matrix, simplified or enhanced due diligence, PEPs and review.
- Risk & ComplianceThird-Party Risk Management: Suppliers, Service Providers and SubcontractorsManaging supplier risk in Morocco: inventory, criticality, due diligence, contract, monitoring and exit, with Law 09-08 and cloud rules.
- Digital JourneysOnline Client Onboarding for Professional Firms: Identity, Consent and FileOnline client onboarding for lawyers, notaries, accountants and real estate agents: identity, beneficial owner, secure upload, Law 09-08.
- Digital JourneysThe Digital Building Blocks of Your JourneysOnline appointment booking, WhatsApp with safeguards, forms, customer portals, reminders and dashboards: the building blocks of your journeys.
- ResourcesGlossary: Customer Experience, Data, AI and ComplianceA glossary of 39 terms: AI Act, deployer, standard contractual clauses, CNDP, beneficial owner, AML/CFT, NPS, CES, first contact resolution.
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Sources and corrections
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