A recent study, titled “The Digital Customer Experience Benchmark 2025” by Affinytix, revealed that despite heavy investments in digital technologies, the Moroccan banking sector still struggles to satisfy customers and earn their full trust in the digital space.
The research found that, even with significant efforts to digitize services, Moroccan users continue to face difficulties with mobile banking apps, leaving trust levels fragile.
The study analyzed feedback from 12 Moroccan banks’ apps, taking into consideration factors such as the level of trust apps inspire, emotional tone in user comments, design quality and consistency, and technical reliability.
While there are several improvements like modernized interfaces, redesigned user journeys, enhanced features, and faster deployment of innovative solutions, the study pointed out that increasing complexity raises user expectations.
It said that customers now compare their banking apps not just to other banks, but to the highest digital standards they use daily, including platform smoothness, service speed, and interface clarity.
The study highlighted that the sector’s Trust Index is at a vulnerable level, sitting between 62 and 63 out of 100, noting that even a single incident, such as a failed update, blocked transfer, or authentication error, can trigger a surge in negative reviews within hours.
It said that users often interpret these issues as signs of neglect, lack of transparency, or technical incapacity, with unstable journeys, visual overload, and unpredictable interfaces further eroding trust.
The study also revealed that 37% of users reported bugs, 32% cited slow loading times, and failed updates could spike negative reviews by 65% within 48 hours.
About 14% of reported issues involve transactions, with resolution typically taking 3 to 5 days.
42% of user sentiment is negative, with anger at 22%, while positive emotions such as joy account for nearly 34%.
Other issues include cluttered interfaces, the lack of personalization in nearly 80% of apps, and the absence of Amazigh language support in several banks, leaving some users feeling excluded.
add your comment
Terms of publication : Not to offend the writer, people, sacred things, or attack religions or the divine self, and refrain from racist incitement and insults.