Under the chairmanship of Mohamed Hassan Bensalah, the Supervisory Board of Crédit du Maroc has approved a new organization to support the bank’s strategic ambitions.
This development signifies a significant turning point for Crédit du Maroc, which is now part of the Holmarcom Group and aims to establish itself as a benchmark player in the Moroccan banking sector.
The Supervisory Board has appointed Ali Chorfi, pending the approval of Bank Al-Maghrib, as a new member of the Management Board responsible for Corporate & Investment Banking. A graduate of the Solvay Business School in Brussels, Chorfi brings extensive and diverse expertise in banking and auditing, gained at both national and international levels.
Having joined Crédit du Maroc in 2012, he advanced to become Deputy Managing Director in charge of Corporate & Investment Banking in 2020. This appointment reflects the bank’s intent to enhance its capabilities in corporate financing and investments, which are crucial strategic areas for its development.
Following the completion of its empowerment process, Crédit du Maroc has initiated the implementation of its new strategic plan, aligned with the objectives of the Holmarcom Group. This plan seeks to reinforce internal synergies, improve operational efficiency, and provide a better customer experience. The new organization is structured around several divisions, including two newly created ones to enhance activities:
Pôle « Retail Banking & Marketing »
Formed by merging Marketing and Retail activities, this division aims to optimize the execution of commercial strategies in accordance with the needs of individual and professional customers.
“Specialized Business Lines” Pole
This division is designed to structure the commercial organization around various market segments, focusing on individual, professional, VSE, SME, and large company clients, with a dedicated and specialized approach.
The Board of Directors, which includes Ali Benkirane (Chairman), Mr. Younes Lahlou (Operations), Saïd Jabrani (Commercial Banking), and Ali Chorfi (Corporate & Investment Banking), will guide this new organization. Together, they aim to make Crédit du Maroc a modern, innovative, and committed bank, ready to face the challenges of sustainable and responsible development.
Towards a sustainable and responsible future
By restructuring its organization, Crédit du Maroc reaffirms its commitment to becoming a leading financial operator devoted to serving Moroccan citizens and businesses. The Supervisory Board expressed its appreciation to the teams for their ongoing dedication and encourages them to maintain this positive momentum. With this new governance structure, Crédit du Maroc is gearing up for a new phase of growth that aligns with its strategic aspirations and the expectations of its customers.
Crédit du Maroc: A New Strategic Vision Under Holmarcom Group
Crédit du Maroc’s New Organizational Framework
Under the leadership of Mohamed Hassan Bensalah, the Supervisory Board of Crédit du Maroc has approved a transformative organizational structure aimed at fulfilling the bank’s strategic ambitions. This initiative signifies a pivotal moment for Crédit du Maroc, which now operates under the Holmarcom Group’s umbrella, aspiring to become a key player in Morocco’s banking industry.
Leadership Appointments Strengthening Corporate & Investment Banking
The Supervisory Board has appointed Ali Chorfi as a new member of the Management Board, pending approval from Bank Al-Maghrib. A graduate of the prestigious Solvay Business School in Brussels, Chorfi’s diverse experience in banking and auditing will be instrumental in steering the Corporate & Investment Banking division. Since joining Crédit du Maroc in 2012, he has climbed the ranks, notably serving as Deputy Managing Director since 2020.
Ali Chorfi’s Vision and Expertise
- Experience: Over a decade in banking and auditing.
- Strategic Goals: To enhance corporate financing and investment strategies.
- Focus: Aligning with the Holmarcom Group’s objectives.
Implementation of a New Strategic Plan
With the completion of its empowerment process, Crédit du Maroc is now executing a comprehensive strategic plan aimed at optimizing internal synergies, enhancing operational efficiency, and improving customer experience. This organizational transformation is based on two new poles:
Pôle « Retail Banking & Marketing »
This division integrates marketing and retail functions to refine commercial strategies tailored to individual and professional clients’ needs.
“Specialized Business Lines” Pole
This division is structured around distinct market segments including individuals, professionals, VSEs, SMEs, and large businesses, ensuring a focused and specialized approach to commercial organization.
Management Board Composition
The new Management Board consists of the following members:
| Member | Role |
|---|---|
| Ali Benkirane | Chairman |
| Younes Lahlou | Operations |
| Saïd Jabrani | Commercial Banking |
| Ali Chorfi | Corporate & Investment Banking |
Commitment to Sustainable and Responsible Development
By reforming its structure, Crédit du Maroc solidifies its commitment to not only supporting Moroccan citizens and businesses but also integrating sustainability into its growth model. The Supervisory Board extends its gratitude to all team members for their unwavering dedication and encourages them to sustain this progressive momentum.
Benefits of the New Organizational Structure
- Enhanced Customer Experience: Tailored services and effective communication with clients.
- Streamlined Operations: Improved internal processes leading to efficiency.
- Market Segmentation: A focused approach on diverse customer needs across segments.
- Strategic Growth: Alignment with Holmarcom Group’s vision for holistic banking solutions.
Case Studies of Successful Banking Transformations
To better illustrate the impact of these transformations, examining successful case studies from prominent banks worldwide can provide insight. For instance:
Case Study 1: Bank of America
Bank of America’s restructuring directed a strong focus on digital banking solutions, resulting in a 30% increase in customer engagement and satisfaction.
Case Study 2: DBS Bank
DBS transformed its operational model by prioritizing customer experience, which elevated its global ranking as a digital bank and improved financial performance markedly.
Practical Tips for Banks Undergoing Transformation
- Invest in Employee Training: Equip staff with the necessary skills to manage new systems.
- Leverage Technology Smartly: Choose technological platforms that facilitate ease of access for customers.
- Maintain Open Communication: Foster a culture of transparency during the transformation process.
- Gather Customer Feedback: Regularly collect input to understand client needs and expectations better.
Looking Ahead
As Crédit du Maroc embarks on this new strategic journey under the Holmarcom Group, it is poised to redefine banking standards in Morocco, integrating innovation, customer-centricity, and sustainability at its core. The bank’s leadership is dedicated to navigating the challenges ahead while maximizing opportunities to deliver exceptional service and growth.
