Let's build what your customers want next, and what excites your teams

Is your edge eroding?

Your customers consider seamless, effortless, and consistent table stakes.
Your teams roll their eyes at your next transformation. What’s it this time? AI?

In my experience, these two problems are often one and the same.
Even the most sensible strategies fail when people don't feel they are worth building, or paying for.

Without a Story that pulls customers, teams, shareholders, and leaders in the same direction, we're just putting a new PowerPoint veneer on yesterday's processes, data, and KPIs.
​
That's why I help you build a business that provides what your customers want next, in a way that actually excites your teams to build it.

The Transformation Code

Based on 30+ international transformations and 7 years of research into what makes humans change, I developed The Transformation Code: a practical method to make customer and organisational change intuitive, unforced, and grounded in research.

​​Transformation 𝚫 = Story × Resonance × Flow

It uses three lenses to diagnose and drive transformation:

▶︎ Story: Is your edge clear enough to matter in tomorrow’s market?
▶︎ Resonance: Do customers and teams actually want your future?
▶︎ Flow: Have you cleared the 100 layers of friction (systems, KPIs and habits) that get in the way?

​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

I learned it the hard way

The Transformation Code wasn't written in a lab.
​It builds on 30+ international transformations that replaced top-down 'alignment' with change that customers embraced and teams actually wanted to build.

This allowed us to:​
  • Influence the experience of 500+ million customers
  • Enable 1+ million employees and partners
  • Achieve #1 and top-decile NPS scores in automotive, insurance and non-food retail.

Select case study material available under NDA.

How I work

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 intensive to fix the PowerPoint veneer to shape a Story that Resonates with your teams and customers. 
MOVE
We clear the 100 layers of friction and create a movement for change. For your people, your customers, and your P&L.

From leaders I've worked with

/

  • 1
  • 2
  • 3
  • 4
  • 5
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 
/
Oriflame

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
World Experience Organisation

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
Bekaert

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
Deloitte

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
Grant Thornton International

  • 1
  • 2
  • 3
  • 4
  • 5
  • 0
  • 1
  • 2
  • 3
  • 4

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, rather than 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.
​
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.

Are you ready to move?

If you suspect that "more of the same" will not get you a different customer or organisational result, get in touch.

I don't do magic bullets.
But I can help you see how to get unstuck, or even move at speeds your competition struggles to match.

Shall we talk?