Customer Transformation Architect

Hi, i'm Alain

​I've learned transformation doesn't start with AI, agile or metrics.
It starts with people. Customers, team, markets, and yes, even you.
It comes from empathy, focus, and a passion for creating meaningful change.

The Transformation Code: A new perspective
Having been involved in 30+ transformation and deep-diving into the science of human transformation, led me to develop The Transformation Code.  A framework blending, science, business and design to look beyond the buzzwords at what truly matters: meaningful differentiation, lasting profit, and human impact. 

Using this approach I partner with leaders in premium organisations to:
  • co-create profitable, meaningful and industry-defining customer transformations
  • shift the perspective of their teams and inspire a desire for action
  • establish the environment for teams to succeed in a rapidly changing market

What sets me apart?
I'm not a traditional consultant or coach. I'm a hands-on partner. With my teams, I've had the privilege to affect the experience of over 500 million customers worldwide. We've worked with over 30 brands and touched over a million stakeholders. Creating hundreds of millions in value. And many more smiles 🙂.

My role isn't to fix what's broken. It's to help you and your teams reimagine what's possible. Today, and in the future.

Let's connect
Scroll down for my credentials, visit my Linkedin profile for a full CV. 
Or better let's connect over a (virtual) cup of coffee.
​
Transformation starts with a conversation. Let's redefine what's possible for your business- and for your customers. 

Main credentials

Here are some of the projects I have personally worked on. Do get in touch if you'd like to know more.
    • Adidas Group: assess customer-centric capabilities + initiate action plan
    • Audi Group (global): develop CX governance & organisation 
    • CIVB/Bordeaux wines (global): develop customer advocacy strategy
    • Generali Group (global): formulate and introduce target journeys, standards & capabilities 
    • ING Insurance (Europe): introduce consistent customer experience design to drive #1 NPS position across all markets
    • McLaren Automotive (Europe): clarify the McLaren Ideal Customer Profile and introduce emotion into a mostly rational sales approach
    • Mercedes CAC (global): align all parts of the business on a common vision for customer-centricity + implementation roadmap
    • Lexus Europe: Lexus Experience advisor (intermittently from 2006-2021)
    • NN International: develop a customer insight-led digital lead generation strategy and framework
    • Oriflame: develop & launch global customer and brand partner experience (2,000,000 distributors)
    • Ozon.ru: Develop a 5 year customer strategy & supporting 2 year marcom strategy.
    • Reebok Group (Europe): Set up a outlet network for Reebok, Rockport, Greg Norman. Streamline & upgrade full price retail presence across all formats (2000+ locations)​
    • Sanoma Magazines International: Develop an audience-centric operating model (CZ) and a best practice sharing/digital innovation programme (CEE)
    • Shapeways: Develop and setup a global NPS programme for makers and customers.
    • Toyota Europe: Set up a pan-European VoC system + action programme. Help refine Toyota’s brand position + Develop new employee experience
    • Bridgestone Europe: introduce minimum B2B(2C) customer experience standards for multiple segments
    • Coca-cola East Japan: Facilitate the integration of the commercial operations of Japan’s five largest bottlers into one organization
    • Lantmännen Unibake (Europe): Create a new range of savoury bake-off products aimed at more health-conscious consumers
    • Philips (global): Introduce NPS to Senior Leadership teams, develop a (digital) customer intimacy vision, transform global marketing capabilities from product/brand to customer/technology
    • Vodafone (global): customer journey mapping (residential, SoHo and corporate), advocacy moment design, partner market support
    • Weber-Stephen: Implement B2C/B2B Net Promoter programme, shape training & behavioural programmes.
    • Avery-Dennison (EAM): Improve key account management practices
    • BD (Belgium): Develop next level customer strategy options in view of a private equity transaction
    • Brightfish/Kinepolis (Belgium): General customer & strategy advice (advisory board)   
    • ​Deloitte Accountancy (Belgium): introduce a total client fitness programme
    • Etex Group (global): set up a marketing academy introducing the concepts of customer journey mapping, insight generation, elevator pitching, …
    • Fortis Investments/ABN-AMRO/BNPP-IP (global): rebranding the business (twice) while maintaining investor relations
    • Gemalto (global): reshape customer management/sales approach from technical selling to story-selling
    • Grant Thornton (global): set up a client experience management framework, develop client journey activation programme, general advisory role, design a concept experience for the post-Covid office
    • Management Centre Europe: reposition the business + transform major account management process + develop new value propositions
    • Mondi Group (global): develop customer experience framework + key CX Academy content
    • Strategia Analytics: clarify the market proposition and story
    • Teijin Aramid (Europe): introduce best practice customer management
    • Wabco (EMEA): develop 5-year strategy vision
    • WireCo Group (global): Co-create 3 year roadmap and action plan to customer-centricity (incl. business case)

The Transformation Architects: Redefine possible

Real change requires diverse perspectives.
That's why I launched The Transformation Architects, the world's first transformative experience studio.  This global network brings together some of the brightest minds across science, art, design, trends, and commerce, crafting experiences and strategies that redefine industries, create new profits, and create lasting impact.

Why makes The Transformation Architects truly unique?
👉 Diverse expertise: from AI and anthropology over neuroscience and virtual reality, our collective blends disciplines into fresh insights and breakthrough opportunities.
👉 Scaleability: while we are happy tackle a local challenge, our structure allows us scale in both project size and geography.
👉 ​Maverick mindset: Respecting tradition while breaking orthodoxy, we focus on doing what's right−for your customers, your people, your business. The world. 

We're not here to simply solve problems.
We're here to reimagine what's possible. From transforming customer experiences to setting new industry standards, we help you unlock new profit opportunities that help humans flourish. At scale. 

Does this sound ambitious? It is.
But the ride is very well worth it. Learn more on The Transformation Architects website.

Shall we have (virtual) coffee?  ☕️

Are you ready to look beyond the buzzwords and focus true customer transformation?
Then let's have a conversation and see where it leads.
​