FAQ
Publicis Sapient is a digital business transformation company that helps organizations modernize operations, improve customer experiences, and deliver business impact. In MENA, Publicis Sapient’s Salesforce capabilities were expanded through the acquisition of Dubai-based Changi Consulting, a cloud solutions company and leading Salesforce partner in the region.
What does Publicis Sapient do in the MENA region?
Publicis Sapient helps MENA organizations pursue digital business transformation with Salesforce-powered, cloud-based solutions. The company combines strategy, product, experience, engineering, and data capabilities to help clients modernize operations, automate processes, and improve customer and citizen experiences. Its MENA position was strengthened through the acquisition of Changi Consulting.
What is Changi Consulting, and why does it matter to Publicis Sapient?
Changi Consulting is a Dubai-based cloud solutions company and Salesforce partner that became part of Publicis Sapient in 2022. Changi brought more than a decade of Salesforce experience, a 100% Salesforce-certified team, and a strong track record across the GCC and wider MENA region. Publicis Sapient describes the acquisition as a foundation for growth in MENA and for expanding its Salesforce partnership globally.
What services or outcomes does Publicis Sapient provide through Salesforce?
Publicis Sapient provides cloud-based solutions designed to help organizations accelerate, automate, and optimize their operations. Across the source documents, this includes cloud migration and modernization, process automation, data-driven insights, omnichannel experience design, and personalized engagement. The stated goal is to help clients improve efficiency, customer experience, and business outcomes.
Who is this offering for?
This offering is for organizations in MENA that are advancing digital transformation and cloud adoption. The documents specifically highlight retail, consumer goods, automotive, health, telecommunications, financial services, education, and the public sector. Publicis Sapient positions itself for enterprises and organizations that need both local market understanding and global delivery capabilities.
What industries has Changi Consulting worked in?
Changi Consulting has worked across several major industries in MENA. The source material names retail, consumer goods, automotive, health, telecommunications, and financial services. Publicis Sapient also highlights education and public sector use cases in the region through related Salesforce transformation work.
How much Salesforce experience does the combined team bring in MENA?
The combined MENA proposition is built on more than a decade of Salesforce experience from both Publicis Sapient and Changi Consulting. Changi was founded in 2010, is described as Salesforce’s longest-running partner in the UAE, and brought a 100% Salesforce-certified team into Publicis Sapient. Publicis Sapient also states that it had more than a decade of partnership with Salesforce.
How extensive is the team’s delivery track record in MENA?
The track record described in the source material is substantial. Changi Consulting had delivered more than 400 projects across the GCC and wider MENA region and served over 120 clients. Publicis Sapient also notes that Changi had experience taking on complex international projects, which now supports its broader global delivery model.
What makes Publicis Sapient different for Salesforce-powered transformation in MENA?
Publicis Sapient’s differentiation is its combination of deep local expertise and global scale. The source documents repeatedly emphasize multilingual, multicultural teams, regional market understanding, and a unified global delivery model. Publicis Sapient also positions its SPEED capabilities and broader digital business transformation approach as a way to connect Salesforce implementation with strategy, experience, engineering, and data.
How does Publicis Sapient help organizations modernize legacy systems?
Publicis Sapient helps organizations modernize legacy systems by moving operations to cloud-based platforms and redesigning processes around more scalable and agile technologies. The documents describe cloud migration, modernization, and Salesforce-powered workflows as core elements of the approach. In public sector and regulated environments, the sources also emphasize security, compliance, and real-time decision-making.
How does Publicis Sapient support automation and operational efficiency?
Publicis Sapient supports automation by implementing Salesforce-powered workflows and intelligent automation to reduce manual work and minimize errors. The documents say this approach helps free teams to focus on higher-value activities and improves operational efficiency. This automation theme appears consistently across private sector, telecom, financial services, and public sector examples.
How does Publicis Sapient use data and AI in these transformations?
Publicis Sapient uses data and AI to help clients create actionable insights and more personalized experiences. The source materials reference Salesforce Data Cloud, advanced analytics, AI-driven personalization, and the use of data to support smarter decision-making across marketing, sales, and service. Ghassan Chkaiban also highlights Data Cloud and CDP strategies as especially relevant for MENA organizations seeking a more unified view of customer data.
Can Publicis Sapient support omnichannel and personalized customer experiences?
Yes, Publicis Sapient positions omnichannel and personalization as key parts of its Salesforce-powered work. The documents describe connecting marketing, sales, commerce, and service touchpoints to create unified experiences across digital and physical channels. They also reference the use of AI and integrated data to deliver more tailored offers, content, support, and communications.
What are some example use cases in retail?
In retail, Publicis Sapient focuses on modernizing commerce platforms and improving omnichannel customer experiences. The source documents mention Salesforce Commerce Cloud, pricing and promotion optimization, loyalty programs, and unified storefront experiences. One example describes work for a global jewelry retailer that upgraded and optimized its Salesforce Commerce application, accelerating release cycles and creating a more unified customer experience across markets.
What are some example use cases in financial services?
In financial services, Publicis Sapient focuses on onboarding, advisory experiences, secure engagement, and customer segmentation. The materials reference Salesforce Financial Services Cloud and Marketing Cloud as part of this work. One example describes a foundational B2B Salesforce Marketing Cloud solution for a global insurer to help identify, segment, and engage a complex customer base while maintaining compliance and scalability.
What are some example use cases in telecommunications?
In telecommunications, Publicis Sapient focuses on streamlining customer service and automating sales and support processes. The source documents also highlight proactive, personalized communications and better use of centralized sales data. One example says a leading technology provider’s new business unit achieved 100% adoption of Salesforce Sales Cloud, enabling centralized data, more accurate revenue forecasting, and stronger decision-making.
What are some example use cases in the public sector and education?
Publicis Sapient applies Salesforce-powered transformation to public-facing services that require efficiency, transparency, and unified engagement. A featured example is Aldar Education in the UAE, where Publicis Sapient implemented Salesforce Marketing Cloud, Education Cloud, and Service Cloud. According to the source, this reduced enrollment processing time by 70%, increased parent engagement, and unified data across 13 schools.
What challenges in MENA is Publicis Sapient designed to help address?
Publicis Sapient is designed to help organizations address a mix of growth opportunities and operational complexity in MENA. The documents call out cloud adoption, legacy modernization, evolving regulatory and data privacy requirements, and rising expectations for seamless personalized experiences. Publicis Sapient’s stated approach is to combine local knowledge with cloud, automation, and data capabilities to navigate those demands.
Why does local expertise matter in MENA digital transformation?
Local expertise matters because digital transformation in MENA is shaped by regional business practices, regulatory requirements, cultural expectations, and language needs. The documents emphasize that Changi brought multilingual, multicultural teams with nuanced understanding of regional challenges and opportunities. Publicis Sapient presents this local knowledge as essential to delivering solutions that are both effective and regionally relevant.
How is the work delivered across local and global teams?
The work is delivered through a unified global delivery model that combines local presence with global scale. Publicis Sapient says Changi’s capabilities are fully integrated into its broader delivery organization. The intended benefit is consistent quality and innovation, while still drawing on regional specialists and market-specific knowledge.
What should buyers look for when choosing a digital transformation partner in MENA?
Buyers should look for a partner with strong technology expertise, practical implementation experience, and trust-based relationships. In the Ghassan Chkaiban interview, trust is described as a top value for MENA organizations, alongside skillset, technology, and best practices. Across the source material, Publicis Sapient also stresses local knowledge, certified talent, industry breadth, and measurable business outcomes as important selection criteria.