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Abdallah Kouki

Abdallah Kouki

Principal Expert | AI CX Transformation | Agentforce & Augmented Contact Center | CRM Strategy

CRM
Salesforce
ServiceNow
AI CX Transformation
Insurance Industry Expert
43 years old
Driving License
Employed Open to opportunities
Contact me
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
Home Experiences Education Skills Interests
Download my PDF resume
Experiences
  • 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...
  • Led CRM and Salesforce transformation programs for multiple international clients across Insurance, Energy, Manufacturing, Telecom and Automotive sectors, including AXA, Allianz, Stellantis (PSA), EDF, Vallourec, Inwi, SNCF, La Poste and Auchan, Volswagen...
    As CRM Practice Manager and Salesforce Leader, managed multidisciplinary teams, presales activities and end-to-end delivery of complex digital transformation initiatives leveraging Salesforce ecosystem solutions.
  • Key Responsibilities
    Led Digital Transformation Projects from requirements definition through deployment and hypercare.
  • Managed End-to-End Solution Delivery including planning, governance, implementation, testing and release coordination
  • Coordinated Cross-functional Collaboration between business teams, IT departments and external partners.
  • Managed Stakeholder Management, steering committees and executive governance bodies.
  • Led User Acceptance Testing (UAT) activities and production readiness assessments.
  • Drove Change Management, user adoption and training initiatives.
  • Produced and maintained functional and technical Technical Documentation.
    Supervised Release Management across multiple Salesforce environments.
  • Technologies

    Salesforce Sales Cloud
    Salesforce Service Cloud
    Salesforce Experience Cloud
    Salesforce Marketing Cloud
    Salesforce Digital Insurance Platform
    Salesforce flow
    Data Migration & Data Integration
    REST APIs & SOAP APIs
    System Integration
  • 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
April 2021 to March 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, Covea, Axa)
  • 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
  • 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
  • Led transformation and automation initiatives for insurance policy administration and claims management processes.
  • Analysis and redesign of insurance business processes.
    Policy Administration transformation.
    Claims Management process optimization.
    Underwriting workflow integration.
    Billing Systems process alignment.
    Business Process Mapping and process automation.
    System Integration using Oracle SOA and BPEL.
    Change Management and stakeholder alignment.
    End-to-End Solution Delivery.
  • 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
Education

Understanding the Insurance Industry

Université de Poitiers

January 2012 to January 2013
Insurance Industry Executive Education (IRIAF – University of Poitiers).
Executive Certificate – Understanding the Insurance Industry: Business Models, Products & Operations
Developed a comprehensive understanding of the insurance sector, including its operating models, organizational structures, decision-making processes, distribution networks, and product ecosystems.
The program provided in-depth exposure to the strategic challenges facing insurers and mutual insurance companies, with a particular focus on customer lifecycle management, policy administration, claims management, underwriting, and insurance operating models.
Key competencies acquired:

Insurance Industry & Market Dynamics
Digital Insurance Platforms & Insurance Technology Solutions
Core Insurance Systems
Policy Administration & Billing Processes
Claims Management & Underwriting Operations
Insurance Product & Distribution Models
Customer Lifecycle Management
Business Process Analysis & Process Improvement
Organizational Design & Decision-Making Frameworks
Insurance Digital Transformation

University of Poitiers – IRIAF (Institute of Risk and Insurance Management)
IRIAF – University of Poitiers

Master II MIAGE

Université de Nantes

September 2006 to June 2007
Master's degree specializing in Information Systems Engineering, Business Process Optimization, Digital Transformation, Enterprise Architecture, Decision Support Systems, and Business-IT Alignment. Developed expertise in solution design, systems integration, stakeholder management, and technology-driven organizational transformation.

http://miage.univ-nantes.fr

Master I MIAGE

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

September 2002 to June 2006
Skills

Formations & Certifications

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

Business & Industries

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

Technical

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

Languages

  • French
    Expert
  • English
    Advanced
  • Arabic
    Expert
  • Italian(notions)
    Good
  • Spanish (notions)
    Good
Interests

Music

Sport

  • Football