Welcome to Behind The Vision

Behind The Vision isn’t about trends or noise.
It’s where strategy meets substance — the thinking, systems, and intent behind the experiences people remember.

My name is Abdel

I’m the strategist and operator behind the brand Behind the Vision — built on the belief that Customer Experience isn’t just a function, but a philosophy. With a career grounded in clarity, precision, and purpose, I help reshape how businesses treat the people they serve.

This site is more than a portfolio. It’s a space to share what I’ve learned, what I’m building, and how I think about CX, strategy, and leadership. Whether you’re here for inspiration, insights, or to work together — welcome.

"Experience is the quiet truth behind every decision. Get it right, and you don’t need to shout."

- Abdel el Ayyadi

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Let’s Work Together

Whether you're scaling CX across markets or fixing what’s broken in the journey, the right structure changes everything. Let’s explore how to bring clarity, consistency, and impact to your customer experience.

CX Strategy & Vision Alignment

Operational Setup Across Markets

End-to-End Experience Audits

Defining what great Customer Experience should look and feel like based on business goals, customer expectations, and market positioning. This includes setting a clear CX vision, aligning internal teams around it, and building a roadmap that turns that vision into measurable outcomes — not just a slide deck.

Designing and building scalable CX operations tailored to different markets and cultures. This includes team structures, workflow design, tooling selection, knowledge systems, and KPI frameworks — all built to ensure consistency, local relevance, and long-term efficiency across regions.

Reviewing every touchpoint in the customer journey to identify breakdowns, inefficiencies, and misalignments — from digital interfaces to contact center scripts. Deliverables include a prioritized findings report and a playbook with actionable recommendations that can be implemented without guesswork or jargon.

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BRANDS I’VE HELPED — AND STILL HELP — BUILD BETTER EXPERIENCES FOR

Hi, I’m Abdel el Ayyadi.

I’ve been working in Customer Experience since 2014 — not just answering calls or solving tickets, but understanding how experience flows through a company. From the first click to the final follow-up, I’ve seen where it breaks… and how to build it better.

I’ve worked with global names like Apple, PVH, and Zeekr — leading CX across 8 countries, building operations from scratch, and helping brands stop treating experience like an afterthought. Because it never is.

For me, CX isn’t about shiny dashboards or buzzwords. It’s about people. When you design systems around real human behavior — not just internal processes — everything gets sharper: the product, the service, the brand.

This site is where I share what I’ve built, what I’ve learned, and what I believe about Customer Experience — not as a department, but as the backbone of any business that wants to last.

And while I’ve been doing this work for years, I’ve only just started sharing my thoughts publicly. So, if you're into strategy, structure, or just better ways to treat people — you’re in the right place.

Vision. Execution. Relentless Drive.

Behind the Outcomes

I don’t believe in titles — I believe in what gets built.
Here are a few things I’ve worked on that made a real difference.

At PVH, I noticed the same types of complaints returning again and again — slow deliveries, incorrect items, poor post-sale experience. Instead of treating them like isolated issues, I tracked patterns across systems and brought them back to logistics, e-comm, and product. That led to real fixes: cleaner workflows, fewer manual errors, and fewer frustrated customers.

At Apple, I took ownership of customer experience in one of the busiest retail environments — where the margin for error is already razor-thin. Through better problem framing, faster recovery, and consistent follow-up, I increased my team’s CSAT scores by a full point. In a system where excellence is expected, that kind of improvement didn’t just stand out — it stuck.

As Head of Customer Center at Zeekr, I lead the development and scaling of customer experience operations across Europe. From staffing and systems to workflows and quality assurance, I build a CX foundation that adapts to local needs while maintaining a consistent brand experience. Rather than relying on off-the-shelf solutions, I design structures that reflect the diversity, complexity, and expectations of our customers.