Customer Service in Morocco
What comes to mind when we hear the words “customer service” and “Morocco” in the same sentence?
…Exactly.
Unfortunately, our country is not particularly known for delivering outstanding customer service or for making customers feel genuinely welcome—whether at cafés, restaurants, hotels, or even car dealerships. More often than not, interacting with a salesperson, a spare parts representative, or a customer service agent behind a counter has become an emotionally draining experience. Wise customers quickly learn to lower their expectations if they wish to complete their purchases with minimal frustration.
Of course, there are many dedicated professionals who are passionate about what they do. Unfortunately, they remain the exception rather than the rule. Being greeted with a genuine smile has become increasingly rare. In many stores, customers often feel as though the salesperson would rather not be disturbed. In other situations, when a bank employee, a spare parts representative, or an administrative officer has to make an extra effort or leave their desk, they sometimes behave as though they deserve heartfelt gratitude simply for doing their job.
So how did we get here?
The answer is surprisingly simple:
Conditioning
At birth, every human being is essentially a blank slate. Throughout life, we are shaped by countless unconscious influences that ultimately define who we become.
A Swiss citizen will naturally behave differently from a Peruvian, just as a Moroccan will behave differently from a Swede.
This means that poor customer service has, unfortunately, become part of our national conditioning. It is rarely intentional.
Imagine raising four or five children without offering them any guidance or education. Once they become adults, could you reasonably blame them for behaving poorly?
Whether we like it or not, Moroccans are largely the product of Moroccan conditioning—raised by Moroccan parents, educated in Moroccan schools, and shaped by Moroccan society in every aspect of daily life.
Is There a Solution?
The solution is exactly the same as the cause:
Better conditioning.
We are all products of what we have learned throughout our lives. To improve, we must simply learn differently.
Every time I acquire meaningful knowledge, I become a better version of myself. The same principle applies to every Moroccan working in customer service.
Professional training, combined with effective leadership and coaching, is the simplest formula for success.
This also requires business owners to genuinely believe in the immense value of not only satisfying customers, but delighting them. If company leaders fail to understand that principle, little can be expected from their employees. The idea of allowing even a single customer to leave poorly served should simply not exist.
Beyond technical training, Moroccan business leaders must now invest in developing their teams’ interpersonal and social skills.
Drawing upon neuroscience, psychology, sociology, philosophy, and many other disciplines, it is now possible to fundamentally transform the mindset behind customer service.
Success stories are everywhere—and I witness them personally on a regular basis.
This type of training addresses the root causes of behavioral challenges. It challenges limiting beliefs, removes psychological barriers about what is and isn’t possible, and openly addresses sensitive issues such as low salaries by exploring practical solutions including business growth, continuous learning, education, motivation, and personal development.
— Karim Kadiri