AI-sameness and choice overload are dulling every company's edge.
Being faster or easier feels both useful and futile.
The antidote is to enrich the lives of customers, employees, everyone. 

Hi, I'm Alain Thys

I’ve spent my career helping global brands be customer-centric.
Drove profit from accounting and steel wires to skin care and beyond.

Today, that means crafting differentiation in an age of AI-sameness.
Working out what your customers seek beyond easy and effortless, and architecting customer worlds that deliver it.

Because only when we truly enrich the lives of our customers, they will instruct their AI agents to include our business. And yes, pay a premium.

I use The Transformation Code to help you:
  • clearly formulate a strategic Story for the AI (agentic) era
  • get teams and technologies to deliver what customers seek 
  • create an organisation that continuously adapts to change.

To do this well, we must look beyond business textbooks.
​Learn from the real experts in experience: immersive artists, theatre creators, researchers, and neuroscientists who know how to spark emotion, meaning, and transformation. 

​While staying rooted in your P&L, that's where I'll take you.
Learn more in my book
The Transformation Code
Or visit my blog on more.alainthys.com

Let's apply The Transformation Code

I help you turn margin erosion, commoditisation and scattered AI/customer initiatives into 
premium profit, customer value and earned growth. 
​Not by squeezing harder, but by enriching lives in both everyday and systemic ways.
CUSTOMER WORLDS/OFFERS
Architect offers and customer worlds people pay premium for.
​Now, and as technology reshapes the market.
CUSTOMER TRANSFORMATION
Organise your teams and channels around your customer and profit priorities.
​So they implement with gusto.
CUSTOMER STRATEGY/STORY
Formulate and communicate your customer strategy so it's clear, compelling and easy to implement.

Ready to explore?

Unlike traditional consultants who leave you with PowerPoint slides, I stay until the change sticks.
I can be your no-nonsense exo-brain or a hands-on changemaker.
Or, as founder of The Transformation Architects, I bring my colleagues.
​Elite builders in neuroscience, ethnography, technology, futurism and experience design.

Yes, outcome-linked fees apply when relevant

Why work with me

Over 30 years, I've helped Lexus, ING/NN, Grant Thornton, Generali and others:
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  • Replace top-down alignment with change employees actually wanted.
  • Achieve #1 or top-decile NPS scores across key markets.
  • Influence the experience of over 500 million customers worldwide.

Non-competitive case studies available subject to NDA.

From leaders I've worked with

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With his collaborative, commercial and hands-on approach, Alain sparked a fire for customer experience across the company from the moment he started.

Alexandra de Greck

VP, Head of Global Operations & Customer Experience 
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Oriflame

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From our first interactions, I thought: Wow, this guy's sharp - super smart & also super honest. He exemplifies the concept of radical candour.

James Wallman

CEO
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World Experience Organisation

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Alain helped define and form our customer-centricity program. His extraordinary skill to listen, understand and bring everything into the context of his client is amazing.

Dominik Endler

VP Customer & Commercial Excellence and CMO
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Bekaert

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For the first time in my life, I got a more structured way of thinking about customer experience and client satisfaction​​​​

Nikolaas Tahon

Global Board Member
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Deloitte

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Alain has worked with us on our CX agenda from the beginning. He brings clarity, relevance and a commercial mindset that helps to engage a diverse and international audience.

Paul English

Global Leader - Markets & Clients
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Grant Thornton International

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Customer projects I've worked on

​Here are examples of past projects across industries – all grounded in: customer, business, and market impact. For a full list, visit the about page.
Luxury automotive
Since 2006 we have regularly helped Lexus reinvent the luxury automotive experience. The brand's programmes have raised the industry's bar in Europe, LATAM, the Middle East and Asia and drove continuous growth.

​In late 2021, we helped the company with a  Journey of Inspiration to start its next experiential design drive.
STEEL WIRE & COATING 
With a global leader in steel wires and coating we co-created and introduced an internationally aligned set of customer promises linked to their new brand identity.

In spite of a challenging economic climate, these will help the business differentiate by bringing to life its brand promise. 
INSURANCE
When the insurance giant Generali Group decided to establish new customer experience standards, they aimed for more than merely 'meeting expectations'.

So after reviewing global customer voice data and looking at key consumer trends we worked with a global, cross-functional team of experience champions to define a clear Generali difference at every stage of the customer relationship.

Thus creating a platform for short- and long-term differentiation.
BEAUTY & WELLNESS
To enter its next phase of growth and increase customer loyalty, we helped the global beauty and wellness company Oriflame create a set of customer promises that would truly differentiate it from any direct sales company on the planet.

We are currently assisting the different functions and markets to turn these promises into 'customer noticeable' activities.
EMPLOYEE EXPERIENCE
To increase employee engagement with a strategic change, we helped Toyota Motors Europe reconsider its work experience at every stage of the employee relationship.
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The final design balanced the employee's needs with the (behavioural) goals of the business.
WORK AS AN IMMERSIVE EXPERIENCE
For a London based global HQ, we asked a team of architects, experience designers and neuroscientists to reimagine work as an immersive experience.

The resulting mix of spaces, stories and behaviours created an office concept that both attracts talent and encourages it to live the company values.
DEATH CARE
For a leading crematorium, we developed a death care experience that departs from the industry's fixed habits, to deliver the meaning and transformation that humans need.

The resulting experience guide will be gradually implemented, culminating in a new crematorium's opening in 2028. Spin-off activities in the broader death care arena are also considered.
Electronics & medical company (Net promoter)
When Philips International pioneered the Net Promoter System in the electronics and medical industry, we helped them roll it out across 65 countries and multiple B2C and B2B segments. Being one of the first in the world to internationally turn recommendation feedback into profit.

Ready to differentiate and profit in the AI era?

Then let's skip the sales talk to have a real conversation