Most transformations miss the mark

They get jobs done, but miss what customers really want (next).
They shuffle teams (with AI), but don't make people care for the strategy.
They promise long-term growth, but fail to make boards think beyond 90 days.

I help international organisations drive new, sustainable profit, by delivering what customers, teams, and investors want next. 

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Who I work with

My best work happens with international leaders and investors who know things can't stay as they are, and are ready to make pragmatic, yet real moves. 

Who:
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  • Feel constrained by incrementalism, and want credible, high-impact profit opportunities.
  • Sense their business is slowly slipping, and want an edge competitors would struggle to copy.
  • Want real transformation, not theatre, that combines short-term wins and long-term profit.
  • Are ready to act, not just talk.

Most of my work happens in larger, complex organisations. Often international. Sometimes investor backed. But it's less about size, and all about the willingness to get real.

If this is you, let’s explore what’s next.

I can only take on a few clients a year, so each gets the attention it deserves.

How I make change stick

​I use The Transformation Code to make transformation real.

Unlike traditional approaches that focus on systems, processes or tech, we concentrate on the three forces that really drive change:
  • A new story for your customers, teams, or even your industry.
  • An emotional connection to that story.
  • An environment that supports action.
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I do this by: 
  • Making it obvious: Reframing the story your business (or industry) tells itself.
  • Making it matter: Connecting it to what your customers, teams, boards and partners care about.
  • Making it flow: So doing the right thing becomes the most natural.

For the above, I can come alone. Or, when ambitions demandsit, I bring my expert colleagues from The Transformation Architects.

Where are you losing transformation momentum?

A hint: It's usually the story you tell, the emotion it triggers, or how it flows through your organisation and ecosystem.

What's next

I'm translating The Transformation Code into tools you can use:
👉 A book for leaders who want transformation to matter
👉 A diagnostic to check where change gets stuck
👉 A model that helps you drive new profit, for real
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Can't wait?

Ready for transformative profit?

Let's reimagine how your business creates, delivers and captures value.
So your customers buy, your teams deliver, and your investors back your plans.

Why work with me

Over 30 years, I've helped leaders at 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.

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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Browse past work

Want a sense of my past projects?
​Then look below for multiple industry and transformation angles. The common thread: structural impact, and commercial lift. 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 talk?

Let's discuss your next profits. Your experience. Your internal transformation.
And really make things happen.
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​Prefer to read first?

My blog, videos and newsletter offer practical, strategic insights for leaders who want to make transformation real, and profitable.

Let's move from reading to reimagining

Get in touch. Bring your challenge.
​Let's explore what new profit, elite experiences and real transformation look like.
No pitch. Just clarity.

“It's time we stopped applying industrial age customer rules to the 21st century's reality."
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