Building the future with rigor,

conf idence, and impact

In 2024, the Attijariwafa bank group continued

its transformation with a constant ambition: to

combine innovation, proximity, and impact to build a

simpler, more open, and resolutely forward-looking

bank. This dynamic is based on three structural

levers: technological resilience, operational

excellence, and a culture of change deeply rooted in

the organization.

Throughout the year, this ambition was ref lected

in the enhancement of the customer journey,

digital usage, collaboration methods and ESG

commitments, illustrating the Group's ability to

evolve its models in a concrete manner in line with

the evolution of its external ecosystem.

Customer experience at the

heart of transformation

Continuously improving the customer experience

remains a fundamental pillar of the Group's

dif ferentiation strategy. A structured listening

system – supported by more than 400 quality

ambassadors and regular surveys – enables us to

identify expectations in detail, manage journeys

in real time and embed satisfaction in everyday

actions.

Requests are now centralized and processed via

an intelligent system, ensuring rapid response,

smooth follow-up, and total transparency.

Each interaction becomes a lever for trust, with

commitments on deadlines, clear information

and systematic feedback on perceived quality.

This proactive approach, combined with

cross-functional governance of the customer

experience, positions the customer's voice as a

strategic asset for sustainable performance.

> A customer satisfaction rate of 93%.

> A high level of customer recommendation

NPS score up 3 points compared to 2023

A remarkable brand loyalty level of 91

conf irmed by the Love Brand award ranking

Attijariwafa bank 1

st

in 2025

A YEAR OF COMMITMENTS,

initiatives and pan-african growth

02

69

years

Attijariwafa bank