Real Value from CRM & AI

About me

My name is Didier Dessens. I write about how CRM, data, and AI are reshaping how organisations operate.

I work with C-suite and executive teams on one of the most significant shifts in enterprise technology today:

The transition from traditional CRM systems to AI-orchestrated customer operations.

Platform leaders such as Salesforce and Microsoft are accelerating AI capabilities at the core of enterprise platforms. In doing so, they are fundamentally changing operating models, processes, and how value is created across organisations.

Yet many executive teams have not yet fully recognised the scale of this evolution, leaving gaps between technological potential and operational reality.

In particular, a new orchestration layer is emerging above traditional systems, across processes and functional silos. At the same time, CRM architectures are evolving toward more modular, API-driven and increasingly “headless” models.

In this context, the real challenge for executive teams is operational coherence. No longer system implementation.

This includes:

• Simplifying and aligning business operations across silos
• Understanding how CRM platforms are evolving within AI-driven architectures
• Preparing operating models and processes for agentic AI capabilities and AI-native design patterns
• Rebalancing cost, value, and complexity in increasingly automated environments

With more than 20 years in enterprise consulting (Accenture, IBM, Capgemini, BearingPoint), I have supported large international organisations across CRM, digital, and AI transformation programmes.

Today, as a Principal Consultant at Fluido, I help executive teams redesign CRM and commercial operations, with a focus on operating models, business processes, Salesforce ecosystem design, data integration, AI readiness, adoption, and value realisation.

I have been working on AI-driven transformation since 2014 at IBM, supporting organisations in moving from experimentation to governed, business-critical AI use cases.

Based in Stockholm, working globally.

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Interested in CRM, AI, and transformation done right?

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