Experience & Transformation Architect

Hi, I'm Alain

​Over three decades, I've helped the likes of Lexus, Grant Thornton and Generali influence over half a billion customers and generate hundreds of millions in value.

But when I watched customer-centricity slide into buzzword theatre, I stepped off the corporate path to learn from theatre directors, psychologists, ritual designers, immersive artists. Even a Nepalese monk.

They showed me how to make experiences matter. And why fixing what's broken doesn't automatically create something worth choosing.

Most importantly
They made me realise that 'classic' corporate work often focuses on table stakes, and misses the conditions that make change land with customers and in the organisation. Leading to mediocrity while exhausting teams in endless micro-sprints and compliance programmes.

Because:
  • Fixing journeys, building awareness or tracking NPS isn't transformation.
  • Being faster, easier, or more seamless rerealy creates lasting differentiation.
  • AI chatbots and personalisation engines are tools, not experiences.

And no employee gets out of bed to move a KPI, or any other number.

Yesterday, we could get away with this
Today, no more. Transparency, savvier customers, and global competition – not to mention AI bots soon buying on our behalf – leave us three options:

  1. be the cheapest – a race only one company can win
  2. have an uncopyable moat – which is getting harder by the day
  3. deliver true premium value – usually emotional, aspirational and experiential.

I picked door number three.
So now, I'm all-in on premium profit.
Value people choose, pay for and repurchase.
​
Alone, or with my colleagues at The Transformation Architects, I help craft offers and experiences that are memorable, meaningful, or even transformative.

The kind people pay more for, and teams are proud to deliver.

If you want premium profit without theatre, I propose we talk.

I'm not promising easy.
But we can go for worthwhile, profitable, and even fun.

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 
    • Non-food retailer (global): develop AI movement & strategic narrative (Story)
    • 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)

Shall we have a conversation?

Whether you want to create distinct offers or ensure your business gets excited about them - I'm sure we have plenty to talk about.​