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Abdallah Kouki

Abdallah Kouki

Principal Expert | AI CX Transformation | Agentforce & Augmented Contact Center | CRM Strategy
Anglais (GB)

CRM
Salesforce
ServiceNow
AI CX Transformation
Insurance Industry Expert
43 ans
Permis de conduire
En poste Ouvert aux opportunités
Contactez-moi
AI CX transformation leader with 20+ years driving CRM and contact center programs across major industries. Expert in deploying Salesforce Agentforce, Genesys AI and ServiceNow AI to build next-generation augmented contact centers — autonomous AI agents, intelligent routing, omnichannel orchestration, and GenAI-powered service automation. Track record across Energy, Insurance, Retail, Public Sector, and Transport at
scale.

My strengths
  • Dual expertise: technical (CRM) and Industry expert
  • Over 20 years of CRM experience
  • 5 languages: French, English, Arabic, Italian, Spanish
Accueil Expériences Formations Compétences Centres d'intérêt
Télécharger mon CV PDF
Expériences
  • Drive booking on an CRM offer (Empower Sales, Augmented Services) and strategic responses
  • GTM Strategy :
    Define GTM strategy for Capgemini's CRM offer (Empower Sales, Augmented Services)
    across France
  • Market Analysis :
    Conduct market analysis and competitive intelligence to identify opportunities and trends
    Orchestrate partner ecosystem: Salesforce, ServiceNow AI, Microsoft Dynamics, Genesys,
    Amazon Connect
  • Facilitates innovation through collaboration with niche partners (Genesys, Amazon connect...)
    Agentforce Factory initiative: design, package and deploy Salesforce Agentforce
  • Promote our CRM offer with a consistent message: clients, analysts, medias, advisors, partners.
  • Drive Augmented Contact Center offer: AI-powered routing, self-service, agent assist, and
    post-call automation
  • [>] CRM booking growth -- 55% weighting in France commercial plan - Agent Assist & Transcription
    [>] Launched Agentforce for Contact Center offer on the French market - Post-call Automation & Analytics
    [>] Pipeline generation on Augmented Contact Center deals with Tier-1 accounts - Prompt Engineering (applied CX)
  • Key Accounts : Airbus, Airfrance, EDF, Engie, Edenred, Pluxee, Manutan, SNCF, Sanofi...
  • Oversees the opportunities and the booking of all presales & solutioning activities in link with Salesforce for the E&U industry.
  • Contribute to most strategic deals on Salesforce E&U (EDF, Engie, Suez...)
  • Single Point of Contact of Salesforce for any E&U topic on the France market
  • Booking growth (weight: 60%) and pipe generation leading strategic opportunities
  • Ensure Certification & Capabilities alignment between market needs and resources
  • High level of expertise on E&U industry, on CX transformation projects

Salesforce COE, Head of Public Sector & Service

Capgemini
Avril 2021 à mars 2023
  • Passionate about innovation and customer/Citizen experience. I lead the new Salesforce vertical "public sector" for Capgemini clients.
  • Building an efficient business model by a coordinated effort for Public sector transformation(Sales, Partner, Client, Delivery)
  • People development, Talent management, Customer high value-added
  • Work in close collaboration with valuable companies (SNCF, AFKLM, PSA Bank, Randstad,CNR...)
  • Leading the CRM - Salesforce - MS Dynamics - CPQ and consultancy practice at NANTES. about 70 people and a lot of challenges !!
  • Thinks outside the box, and support many customers in their user centric transformation as Business Architect (AUCHAN,SNCF,COVEA,PSA,TRIPADVISOR...)
  • Salesforce Stream Leader (Nantes, ≈ 50 ressources certifiées)
  • Bid Manager avant Ventes CRM (Salesforce)
  • Expert Salesforce - Pardot
  • Membre de la design Authority SNCF Emraude
  • Déploiement mondial de projet dans 32 pays
  • Projets d'envergure internationale (Anglais)
  • Supporting Auchan in its digital transformation journey, shifting from a product-centric to a customer-centric approach:

    Simplifying the customer experience across all touchpoints
    Personalizing offers and interactions to better meet customer needs and expectations
    Digitizing and harmonizing communications to ensure a seamless and consistent customer journey
  • Project setup and governance implementation (resources, organization, governance bodies, and operating model)
    Distributed delivery model leveraging a team of 15–20 FTEs across France and Portugal
  • Overseeing User Story definition and solution design, ensuring alignment with business requirements while minimizing custom developments through an “Adopt rather than Adapt” approach.
  • Implementation of the Salesforce suite, including:
    • Service cloud
    • Marketing Cloud
    • Community
    • Intégration avec l'ecosytème
  • As a member of the Design Authority, drove key functional and technical decision-making, ensuring alignment with enterprise architecture principles and business objectives.
  • Led the NACRE project team, responsible for the centralized management of customer requests (NACRE V2 program)..
  • Prepared and facilitated Executive Committee workshops, supporting strategic decision-making and stakeholder alignment.
  • Coordinated the definition and production of functional specifications, ensuring consistency between business requirements and solution design
  • Implemented a global Sales and Marketing platform to support Capgemini’s commercial and marketing activities worldwide, serving:
    5,000 Sales users across multiple regions
    400 Marketing users globally
  • Key Responsibilities
    Collected and analyzed business requirements, assessing existing processes and identifying opportunities for harmonization and optimization.
  • Planned and facilitated business workshops, while driving functional and technical decision-making to ensure alignment with strategic objectives.
  • Coordinated the production of functional specifications, ensuring consistency between business needs and solution design.
    Led testing activities, including unit testing, user acceptance testing (UAT), and validation of end-to-end business processes.
  • Managed the global deployment and user training program across 25 countries, including France, the United States, Germany, Italy, and Brazil, driving user adoption and change management.
  • Oversaw the implementation of the B2B Marketing Automation solution (Pardot / Marketing Cloud Account Engagement), enabling lead nurturing, campaign automation, and marketing performance tracking.
  • Distributed delivery
    • Management & Business Analyst - France
    • COE Salesforce - Portugal
    • Marketing Pardot - Danemark
  • Mise en place de la solution :
    • Salesforce (Salescloud)
    • Pardot (MArketinh B2B)
  • Salesforce Service Center Setup and Transformation Program
  • Established and launched a Salesforce Service Center, supporting multiple business entities, including Viapost, DAPO, DSEM, and the Digital Business Unit.
  • Led discovery and assessment initiatives, providing Salesforce expertise and defining target operating models, business requirements, and transformation roadmaps.
    decisions.
  • Oversaw the successful delivery of Salesforce services and projects, ensuring alignment with business objectives, quality standards, and timeline commitments.
  • Coordinated and mentored cross-functional teams, including business contributors, functional consultants, and developers, fostering collaboration and delivery excellence.
  • Designed and delivered solution prototypes for over 650 users, validating business requirements and accelerating stakeholder engagement.
  • Facilitated executive demonstrations, design reviews, and business workshops, presenting solution capabilities, gathering feedback, and driving alignment on key
  • TGVmax Loyalty Program – MVP Implementation and Marketing Gamification Initiative
  • Led the design and implementation of a Marketing Gamification and Loyalty MVP for the TGVmax offering, aimed at increasing customer engagement, loyalty, and program participation through personalized digital experiences.
  • Key Responsibilities

    Established the project governance and delivery framework, including resource planning, organizational setup, governance bodies, and stakeholder engagement model.
    Led the discovery phase and functional design activities, driving the definition and documentation of loyalty-related use cases and business requirements.
    Managed project delivery and vendor interactions, ensuring alignment between business objectives, solution capabilities, and implementation roadmap.
    Oversaw the build, testing, and deployment phases, ensuring quality, user adoption, and successful rollout of the loyalty platform.
    Acted as the primary point of contact with Fielo (Brazil), managing the strategic relationship with the software vendor and coordinating cross-functional teams throughout the project lifecycle.
  • Solution Delivered

    Salesforce & Fielo Loyalty Management Platform (AppExchange solution) to manage customer engagement, rewards, and gamification programs.
    Salesforce Community / Experience Cloud Portal providing customers with a self-service experience to access loyalty benefits and program information.
    Salesforce Marketing Cloud enabling targeted communications, personalized engagement campaigns, and customer journey orchestration.
  • CRM & Digital Transformation Leadership
    Led and contributed to multiple phases of large-scale CRM and digital transformation programs, from strategy and discovery through design, implementation, deployment, and support.
  • Successfully delivered projects under various engagement models, including Time & Materials, Fixed-Price, Managed Services, Service Centers, and client-site delivery.
    Provided technical leadership and team management across delivery programs, ensuring quality, consistency, and adherence to project objectives.
  • Acted as a trusted advisor to clients, supporting them in defining their business needs, shaping target solutions, and translating requirements into actionable roadmaps.
  • Ensured the consistency and sustainability of solution architectures, aligning technical decisions with enterprise architecture standards and business goals.
  • Supported delivery teams by providing expertise on complex functional and technical challenges, facilitating issue resolution and decision-making.
  • Contributed to knowledge management and capability development initiatives, promoting best practices, reusable assets, and continuous improvement across teams.
  • Played a key role in pre-sales and business development activities, providing functional and technical expertise for solution design, proposal development, client workshops, and executive presentations.
  • Built and maintained strategic relationships with major CRM technology partners, including software vendors and ecosystem stakeholders, to drive innovation and successful project outcomes.
  • Led delivery teams in system integration and application development projects (MOE), ensuring efficient coordination between business and technical stakeholders
  • Ensured the operational stability, performance optimization, and continuous improvement of the Adobe Campaign (formerly Neolane) platform, supporting large-scale marketing operations and customer engagement initiatives.
    Served as the Adobe Campaign Subject Matter Expert, providing functional and technical guidance, best practices, and strategic recommendations to business and IT stakeholders.
    Led Data Quality Management initiatives, ensuring data accuracy, consistency, compliance, and reliability across marketing campaigns and customer databases.
    Managed email deliverability strategy and execution, improving campaign effectiveness, inbox placement rates, and overall customer communication performance.
    Directed and coordinated project delivery activities, overseeing planning, stakeholder management, implementation, testing, and deployment while ensuring alignment with business objectives and service quality standards.
  • Served as the Adobe Campaign Subject Matter Expert, providing functional and technical guidance, best practices, and strategic recommendations to business and IT stakeholders.
  • Led Data Quality Management initiatives, ensuring data accuracy, consistency, compliance, and reliability across marketing campaigns and customer databases.
  • Managed email deliverability strategy and execution, improving campaign effectiveness, inbox placement rates, and overall customer communication performance.Directed and coordinated project delivery activities, overseeing planning, stakeholder management, implementation, testing, and deployment while ensuring alignment with business objectives and service quality standards.
  • Led the design and implementation of multi-risk New Business and Policy Amendment (Endorsement) processes, ensuring alignment with business requirements and regulatory constraints.
    Managed process modeling and optimization initiatives, driving the transformation and automation of key insurance operations.
    Facilitated workshops with business and technical stakeholders to define target processes, identify improvement opportunities, and support organizational change.
    Coordinated business and IT teams throughout the implementation lifecycle, ensuring successful delivery and stakeholder alignment.
    Supported the integration of process orchestration and workflow automation solutions, enabling greater operational efficiency and process visibility.
  • Technologies & Tools

    MEGA Process for enterprise process modeling and governance
    Oracle BPEL for business process orchestration and workflow automation
    Oracle SOA Suite for system integration and service-oriented architecture implementation
  • Piloter tout au long du projet, la mise en place d'un processus pilote pour gérer les réclamations client niveau 2 (En production depuis 06/2014)
  • Outils:
    • MEGA process
    • Oracle BPEL
    • Oracle SOA
    • Coheris CRM
  • Expertise technico-Fonctionnelle sur la solution Adobe Campaign
  • Led the implementation of the Coheris CRM solution within the organization’s Information System to support and optimize Customer Relationship Management processes, including the management, tracking, and servicing of pensioner requests and cases.
  • Implemented a Customer Relationship Management (CRM) solution based on Salesforce CRM, designed to support and streamline the entire After-Sales Service (Customer Care) process, from customer request intake to case resolution and follow-up.
  • Implemented a Customer Relationship Management (CRM) solution based on Salesforce CRM, designed to support and streamline the entire After-Sales Service (Customer Care) process, from customer request intake to case resolution and follow-up.
  • Multi-Channel Customer Service Transformation (AKIO & Siebel CRM)
  • Led the implementation and support of a multi-channel customer engagement platform for SNCF’s Frequent Traveler Program, enabling customers to interact seamlessly across multiple communication channels while ensuring efficient complaint and case management.
  • Tools : AKIO, VMWare, Linux, SQuirreL SQL Client, Oracle 10g,Gestion de version Clear Case, Eclipse, JEE 5.
  • Delivered a federated digital platform providing tourism services and data to tourism professionals across the Pays de la Loire region, while offering public-facing websites designed to promote regional tourism and enhance visitor engagement.
    Project Overview
  • Designed and implemented a centralized tourism platform aggregating services, content, and data for tourism stakeholders across the region.
    Delivered a management extranet enabling tourism professionals to administer content, services, and information in a collaborative and structured manner.
    Developed public-facing web portals providing travelers and visitors with access to tourism information, destinations, activities, and regional offerings.
    Contributed to the successful launch of the platform, scheduled for September 2010, ensuring readiness across technical, functional, and operational dimensions.
  • Tools : Alfresco, VMWare, Win2003, MySQL, Modeleur BxDS BlueXML, Gestion de version SVN, Hibernate, JEE 5.
  • CRM Application Maintenance & Continuous Improvement (Coheris CRM)
    Responsible for the continuous enhancement and evolution of the Coheris CRM platform, working closely with Business Owners and Business Analysts to identify, prioritize, and implement new business requirements and process improvement
  • Tools : COHERIS, Java/J2ee, DB2 AS/400, DB2 Windows, Websphere.
  • Led the implementation of Customer Relationship Management (CRM) solutions across multiple organizations, leveraging leading CRM platforms including Salesforce, Siebel, Coheris, and SAP CRM to drive customer-centric transformation initiatives.
  • Environnement technique : Salesforce, Microsoft Dynamics, Coheris, Siebel, JAVA/J2EE
Formations

DU-IRIAF Comprendre l'assurance

Université de Poitiers

Janvier 2012 à janvier 2013
Le DU « Comprendre l’assurance : concepts, organisations, produits ».

L’objectif est de compléter, par des compétences et connaissances générales du secteur de l’assurance, les compétences techniques des collaborateurs d’entreprise sous-traitante des entreprises d’assurance (SSII par exemple). Cette formation permet de comprendre les grands enjeux du secteur de l’assurance en particulier sur la position des mutuelles niortaises, de comprendre les éléments d’organisation managériale et décisionnelle et de comprendre les éléments de fonctionnement du secteur de l’assurance (distribution, produits,…).

http://iriaf.univ-poitiers.fr/

Master II MIAGE

Université de Nantes

Septembre 2006 à juin 2007
La filière MIAGE (Méthodes Informatiques Appliquées à la Gestion des Entreprises) vise à former des cadres spécialisés dans l'ingénierie des systèmes d'information et de décision des entreprises. Ces cadres doivent être capables d'optimiser le fonctionnement actuel et futur d'une organisation par les méthodes et technologies de l'informatique dans le respect des attentes fonctionnelles, techniques, juridiques et financières.

http://miage.univ-nantes.fr

Master I MIAGE

Institut Superieur de gestion de Tunis - Tunis International School of Business ISG

Septembre 2002 à juin 2006
Compétences

Formations & Certifications

  • SalesForce (ADM201, DEV401,Service Cloud,Sales cloud;App Builder;CPQ, Experience cloud, AI Associate)
    Expert
  • Microsoft Dynamics CRM
    Bon niveau
  • Pardot
    Expert
  • Salesforce marketing cloud
    Bon niveau
  • Coheris CRM
    Avancé
  • Adobe Campaign
    Bon niveau
  • AGILE (SAFE)
    Avancé
  • Salesforce Einstein Analytics Accredited - wave
    Avancé
  • Salesforce Community
    Bon niveau
  • Salesforce CPQ
    Avancé
  • SAFe SPC
    Expert
  • Salesforce Datacloud
  • Servicenow CRM
    Bon niveau
  • Servicenow CPQ (LogikAI)
    Bon niveau
  • Genesys
    Intermédiaire
  • Diabolocom
    Intermédiaire

Business & Industries

  • Certified Business Analyst Level 3
    Expert
  • Customer Relationship Management
    Expert
  • Mutuelle / Insurance
    Bon niveau
  • Bid Management (CRM, Dynamics, Coheris...)
    Expert
  • AI for Customer Experience
    Avancé

Technical

  • SalesForce
    Expert
  • ServiceNow
    Bon niveau
  • Genesys
    Bon niveau
  • Microsoft Dynamics CRM
    Bon niveau
  • Diabolocom
    Bon niveau
  • Coheris CRM (Chapvision)
    Avancé
  • Adobe Campaign (Ex Neolane)
    Bon niveau
  • Oracle SOA
    Bon niveau
  • Oracle BPEL
    Bon niveau
  • E-deal
    Intermédiaire
  • Akio
    Intermédiaire
  • Workey Clog (BPM)
    Bon niveau
  • L’univers JAVA / J2EE
    Bon niveau
  • Microsoft .net
    Intermédiaire

Languages

  • French
    Expert
  • English
    Avancé
  • Arabic
    Expert
  • Italian(notions)
    Bon niveau
  • Spanish (notions)
    Bon niveau
Centres d'intérêt

Musique

Sport

  • Football