From Casablanca to the Ardennes, Intelcia has established France as a crucial market for its expansion. The Moroccan outsourcing giant currently employs nearly 3,500 individuals in the country and is leveraging artificial intelligence to support its workforce rather than replace it. With an impressive revenue of 800 million euros and a presence in around twenty countries, Intelcia stands as one of the global leaders in outsourcing services, including customer relations and IT infrastructure management. After a decade under the French group Altice, the company has returned to its historical Moroccan leaders. "Today, 100% of the company is owned by its managers," asserts Karim Bernoussi, the General Director.
Initially founded in Casablanca by Moroccan engineers, Intelcia initially targeted the French market from its call centers located in Morocco. However, to continue its growth trajectory, the company decided in 2011 to establish a direct presence in France. "We realized that we needed to be close to our French clients," explains Karim Bernoussi. "We couldn't rely solely on offshore operations; we needed to be present in the market. In 2011, we had the opportunity to acquire a player with about 1,000 employees across four sites in France, which allowed us to gain a significant foothold in the country immediately." Today, Intelcia employs nearly 3,500 people across France, serving both public administrations, such as France Travail, and large private enterprises, making it the largest employer in the Ardennes department.
The Future of Work: A Synergy Between AI and Human Talent
Last year, Intelcia faced allegations regarding the working conditions of some employees. A written question posed in the National Assembly highlighted issues such as "daily humiliations, public summonses," and an "organized precarity." Karim Bernoussi has refuted these criticisms, stating, "We operate in a sector where, if you do not treat your employees with transparency and create a climate of trust, you cannot perform because our greatest asset is our employees. We place significant importance on how our staff are treated and how we help them grow."
With the rise of artificial intelligence transforming call center operations, the sector faces new challenges. However, Karim Bernoussi believes that this evolution will not jeopardize jobs in France. "The future lies in a combination of AI and human input. Today, AI enables our agents to work much more efficiently. When you request a new code for a credit card, you don't need a human to provide it. However, every interaction with a client presents an opportunity for brands to convey a message or make a sale. The best way to achieve this is through human engagement." According to a study by the American firm Gartner, nearly one-third of customer service leaders have already reduced or plan to reduce their workforce due to AI by next year. Nevertheless, the International Labour Organization suggests that task transformation is more likely than complete job loss.
As reported by rfi.fr.
