June 2018 to December 2019
Period specified in the reference letter; the exact duration in days is not stated.
Reference letter date: 2 July 2020. The date of the document is distinct from the period in which the engagement took place.
Crédit Agricole du Maroc (CAM)
Building a development strategy for the micro, small and medium-sized enterprise (MSME) market.
Understand needs, define a suitable offering and prepare its rollout: connect market knowledge with the bank’s capabilities.
1,000 customersmentioned in the surveys
Client reference letter reviewedReference letter dated 2 July 2020
Support the development and implementation of Groupe Crédit Agricole du Maroc’s strategy for the micro, small and medium-sized enterprise (MSME) market.
04 · Challenges and summary of work carried out
The work carried out
The work carried out
to move the project forward.
- Analysing the MSME market and conducting quantitative and qualitative surveys with 1,000 GCAM customers.
- Analysing the operating environment, profiling MSMEs, benchmarking and conducting an internal diagnostic of the bank.
- Formulating the strategy, carrying out segmentation and establishing a new offering of financial and non-financial services.
- Making recommendations for the target organisational structure and development of the distribution network.
- Preparing the roadmap, steering framework, indicators, change management plan and sales training.
05 · Deliverables
Engagement deliverables.
- Market diagnostic and internal diagnostic
- Strategy and segmentation of MSME customers
- Service offering and organisational recommendations
- Implementation roadmap and steering framework
- Change management, sales training and communication plans
06 · Impact
What the client acknowledges
What the client acknowledges
in the reference letter.
A structured development strategy, an offering and rollout arrangements described in the reference letter. The client expresses complete satisfaction and highlights the team’s professionalism and commitment.
The reference letter does not quantify growth in the customer portfolio, revenue or market share.
The client’s perspective
An engagement to explore.
An engagement to explore.
A client reference letter to support it.
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Client reference letter reviewed
Crédit Agricole du Maroc (CAM) · 2 July 2020
“Provided us with complete satisfaction.”
Excerpt from the supplied reference letter, reviewed on 25 October 2026. Translated from French.
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Request the full client reference letter ↗Source and scope of this presentation
ADR_Ucotra_P.pptx — two-page CAM reference letter, reproductions included on slide 2.
The quotations are translated excerpts from the document. The headings and summaries are editorial paraphrases. Reviewing the document does not constitute independent authentication of the signature.
The reference letter does not quantify growth in the customer portfolio, revenue or market share.