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Filed at the end of October, this new bill would reverse consent, letting those who wish to register on a list to be canvassed. The others would be in fact unreachable. However, in Morocco, these unfortunate calls for 97% of French people who say they are annoyed by this operation are the livelihood of several employees in the offshoring sector, in particular employees of call centers focused on customer relationship management.
Low risk for structured players in Morocco
Youssef Chraibipresident of the group Outsourciaan operator specializing in outsourced customer relationship management, explains to Médias24 that this is not the first time that call centers in Morocco have faced regulatory restrictions.
Agencies specializing in telemarketing, often single-activity, are those which risk being most affected by this proposed law, specifies Youssef Chraibi. These structures, less diversified, could thus see their activity contract. Conversely, generalist outsourcers have been able to develop a complete offering, which allows them to maintain their competitiveness and growth despite these restrictions, according to our interlocutor.
“The contact center sector in Morocco has already faced numerous similar regulatory developments in France with, for example, the establishment of the opposition list Bloctel in 2016. These regulations had the effect of a gradual decrease in teleprospecting activity, which today represents less than 20% of contact center revenues in Morocco.
“This transition has pushed Moroccan players to diversify their services, in particular by focusing on the management of inbound interactions, such as customer service and technical support, BPO (Business Process Outsourcing), outsourced back office activities, as well as digital and written channels, such as email, chat and social networks, which meet new consumer expectations.
According to certain studies, voice interactions should represent less than 50% of customer flows by 2026, in favor of digital channels. This change favors players who have been able to adapt to these new needs
“Today, a growing proportion of clients in Europe require that they work only on opt-in files, that is to say made up of prospects who have given their explicit consent. This practice, already widespread, reduces the potential impact of this new regulation for major Moroccan players who have anticipated this transition by strengthening their expertise in these areas.
“The global contact center market is also evolving with the rise of artificial intelligence, automation and omnichannel management solutions. According to some studies, voice interactions are expected to account for less than 50% customer flows from here 2026for the benefit of digital channels. This change favors players who have been able to adapt to these new needs.”
“To conclude, if this regulation marks an additional step in consumer protection, it only representsa low risk for structured players in the sector in Morocco. Their capacity for innovation, coupled with diversification of their activities, guarantees the resilience of this economic model.”
Telephone canvassing, a practice still common in small call centers
The impact will therefore be mainly felt within the call centers of small size, whose main activity remains cold calling. It represents 20% of the entire CRM activity (customer relationship management), one of the components of the offshoring ecosystem, underlines Ayoub Saoudsecretary general of the National Federation of call centers and offshoring professions (FNCAMO), affiliated with the Moroccan Labor Union (UMT).
“As a workers’ union, I will especially focus on the impact on employees. There will certainly be an impact if this law is effectively adopted, as was the case four years ago with the adoption in France of the law aimed at regulating telephone canvassing and combating fraudulent calls.
Morocco has only around fifty structured call centers out of the 800 call centers identified.
“A large part of 800 call centers declared to the ANRT are small call centers whose main activity is cold calling which involves telesales, teleprospecting or data collection. These call centers employ thousands of people, mainly employees from sub-Saharan Africa who are generally not declared. In short, Morocco only has around fifty structured call centers out of the 800 call centers identified.
“In the absence, above all, of potential for professional retrainingthe application of this law in France may have an impact on employability, possibly generating layoffs. To enable the retraining of these employees currently operating in telephone canvassing, we must consider creating an inter-professional advisory support group (GIAC) of the sector, guarantee professional training and invest in human capital”, concludes Ayoub Saoud.
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