By Victor Shalton
Royal Air Maroc Outlines Restructuring Plan
Royal Air Maroc will be initiating a new organizational transformation to support the development of the company and put it back on a recovery and growth trajectory in the global arena.
With the current aviation landscape, both full of uncertainties as well as full of opportunities, Royal Air Maroc is reviewing its organizational structure in the areas of Sales, Customer Experience and Transformation, with the new strategic orientations also including enhanced parity with the appointment of seven women to management positions.
“In a context of recovery of air transport at the global level, this organizational transformation is necessary to bring the development of the Company and put it back on a growth trajectory”, said the national company.
During an internal meeting, organized on Oct. 25, Hamid Addou, CEO of Royal Air Maroc, presented to all employees the new organization of the company.
“Royal Air Maroc is reinventing itself and we are more than ever mobilized, in this period of recovery, to face the major challenges that await the company in the coming years,” Addou said.
“To this end, we have completely refocused the company’s strategy on the customer experience, controlled from end to end but also rethought the employee’s experience for a human capital that is better prepared and integrated into its environment ”, indicates the CEO.
According to RAM, to exacerbate competition at the end of the crisis, and also the evolution of the expectations and habits of travelers require a marked reorientation towards the establishment of “Customer Centric” organizations, based on the optimization of the customer experience, digitization and the notions of sustainability and eco-responsibility.
In addition to the operational poles, the commercial division is also becoming “more aggressive,” as it now has dedicated Business Units for each market, depending on the specification of the regions served to better meet the requirements of the company’s various clientele.
Cargo business will also be strengthened following the performance of this activity during the difficult economic climate of the Covid-19 pandemic which has demonstrated its strategic importance through its missions of transporting vaccines and medical equipment both to Morocco and other countries.
The airline added it wishes to optimize its oneworld alliance membership which it became a member of this past April.
Royal Air Maroc (RAM) is the national airline of Morocco and also one of the largest on the African continent. Based at Mohammed V International Airport in Casablanca, it provides many connections between Europe, Africa, the Middle East and North America. RAM also offers links to the Asia and America, with recently announced flights to Canada.