Yesterday’s edge of being seamless, effortless, and consistent is becoming table stakes. To stay ahead in a rewired world, your business needs a new edge: differentiation customers will pay for and teams can deliver.

Don't settle for another strategy that looks good on slides but fails to land in the P&L.

Is your edge eroding?

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If you recognise any of the below, we should probably talk:

  • AI substitution: Customers self-serve with AI for jobs they used to ask you to do.
  • Lost momentum: Your improvements can’t keep up with changing expectations and faster imitation from competitors.
  • Margin pressure: Offers are becoming easier to compare and interchangeable, driving prices to the bottom.
  • Transformation fatigue: "More" (initiatives, comms, governance) isn't working anymore. Your people need energy, not posters.

In short, you don't need another strategy that looks good on PowerPoint but doesn't land with your customers and the business.

The Transformation Code

Only when three forces align do differentiation, transformation and profit happen:

​​Transformation 𝚫 = Story × Resonance × Flow
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▶︎ Story: a clear edge, that actually matters in tomorrow's market
▶︎ Resonance: that customers, teams, and funders really want
▶︎ Flow: the operating environment makes it natural to deliver

We use it to diagnose what’s weak, and strengthen it using behavioural science, psychology, experience design, and narrative craft.

The outcome: 
Premium profit through differentiation and transformation that sticks.
Learn more in my book
The Transformation Code
Or visit my blog on more.alainthys.com

Three ways to start 

I help identify and pinpoint the key moves that make your customer, AI or operational transformation succeed.
​Not by pushing harder, but by working with the natural flow of change.
SCAN
A diagnostic to identify the 2-3 high-impact moves that build premium profit and create internal traction.
PLAN
A 4-6 week programme to shape or strengthen your transformation plans for people impact and premium profit.
MOVE
Create a movement for change with a clear direction that resonates with your customers, your teams, and your P&L.

Ready to make differentiation happen?

We’ll have a short conversation and take it from there.

I learned it the hard way

The Transformation Code wasn't written in a lab.
​It builds on 30+ international transformations for Lexus, ING/NN, Grant Thornton, Generali and others.

The brief was always the same: build an edge customers choose and that the organisation can deliver.

This allowed us to:
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  • Influence the experience of 500+ million customers
  • Replace top down 'alignment' with change that +1 million employees and partners actually wanted
  • Achieve #1 and top-decile NPS scores in automotive, insurance and non-food retail.

Select case study material available under 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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Transformations I've worked on

​Here are examples of past projects across industries. For a full list, visit the about page.
AI Transformation in retail (ONGOING)
Using the principles of The Transformation Code, I am assisting a global non-food retailer launch an AI-movement across their business.

This starts with the development of a Story that makes co-workers across units and cultures lean into the company's AI transformation, instead of having it imposed. 
DEATH CARE (ONGOING)
For a leading crematorium, I 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.
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.
STEEL WIRE & COATING
With a global leader in steel wires and coating I 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 helped the business differentiate by bringing to life its brand promise. ​
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.
LUXURY AUTOMOTIVE
Since 2006, I 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.

Ready to make differentiation happen?


​Send me a message with a few bullet points on what’s at stake.
We’ll have a short conversation to see if the fix lies in your Story, Resonance, or Flow.
​Then we decide the smallest next step to build premium profit.