Transformative profit doesn't come from AI or agile

It comes from structural shifts in the business.
How it excites customers to buy.
Inspires employees to deliver.
Sparks investors to act.

It's time to stop squeezing harder, yet to reimagine customer value.

SCHEDULE A CALL TODAY

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Who I work with

Visionary, yet pragmatic leaders and investors reach out when they:

Feel trapped by incrementalism and want credible, high-impact opportunities to drive new profit.
Sense their business is losing relevance, and want an edge competitors can't easily copy.
Want real transformation, not theatre, to deliver both short-term wins and long-term change.

What I offer

Alone or with my colleagues at The Transformation Architects, I help drive transformative profit by reimagining customer value.

Through:

Transformation crafting: Together we rewire your business. For energy, impact, and profit. This is where transformation becomes commercially real, without theatre.

XP upgrades: Where we lift your proposition from 'frictionless and forgettable' to commercially resonant. So customers return, refer and remember you.

Profitscans: In 5 days to 5 weeks, we identify €1-€10MM in actionable new profit opportunities, or you only pay the discovery fee.

My services

If one of these resonates, let's talk.

Transformations

Create an organisational movement to create, deliver and capture (new) customer value.

let's discuss

XP upgrades

Go beyond easy and effortless. Make your propositions unforgettable. Meaningful. Worth it.

Let's discuss

Profitscan

Discover where your next €1-10MM+ in profit is hiding, and the difference it can make.

Let's discuss

Ready for transformative profit?

Let's chat to see how we can reimagine value for your customers, employees and investors.

Book a call

Alain having a conversation on customer experience excellence

Why work with me

Over 30 years, I've helped leaders at Lexus, ING/NN, Grant Thornton, Generali and others:

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.

LEARN MORE ABOUT ME

Testimonials

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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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One of the most effective and brilliant sessions on customer-centricity I ever attended.

Roberta Callarà

Director of Sales & Marketing
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Hotel Savoy Rome

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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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Alain’s unforgettable speech was a masterclass in presenting and truly one of the best talks I’ve ever attended.

Michael Lai

Dean of X Thinking Institute - SVP & Senior Partner
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Tang Consulting

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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 was very inspirational. People love him and his stories. (With his team he) helped us make our story an attractive one for our peers and leaders. His presentations at the leadership conference had a very big impact.here to edit

Carmen Soare

Former CMO
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NN Romania

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Alain provided a perfect keynote opening to our global Design Forward event.

James Carter

Global Brand Manager
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Experian

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Past projects

To get a feel for some of my past activities, click the titles below.
For a more complete list, check out my 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.

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.

Who this is for

Working from Europe, I can support global organisations.

My best work happens with:

👉 Premium businesses, typically €50M+ in turnover or backed by investors, with the ambition to drive new profit through customer transformation.

👉 Strategic leaders ready to invest in meaningful differentiation and structural change, not surface fixes or theatre.

👉 Executives responsible for taking their business to the next level of market relevance and profit.

I can only take on a few partnerships a year. So if this sounds like you, let’s explore what’s next.

Ready to talk?

Shall we explore your next €10MM+ in transformative profit
See how you can reimagine customer value?

start a conversation

Not yet ready to have a conversation?

Start by reading how I think

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Shall we do this?

If you've made it this far down the page, we should probably talk.
Let's have that virtual coffee to discuss new profit. ☕️