Executive Sparring

Sometimes, you just want someone to help you think.

You're told that as a leader, you need to create a customer-centric culture.
But no one really tells you what that looks like. Or how to balance it with the digital, sustainability, agile and other transformations that are racing through your business. Did I mention AI?

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I can be your executive sparring partner

Think of me like an old-school consiglieri.
A co-creator who listens to your customer agenda and helps you realise it with impartial advice, suggestions, tools, inspirations and, if needed, tough love.

I can stay in the background, but also roll up my sleeves to help you score in those tougher meetings and programmes. Think of me as an advisor, confidant and leadership coach all-in-one.

I'm no Harry Potter.
I can't magically dissapparate your company's problems, or convince your people to become customer-centric overnight.

But, over the years, I did learn a few tricks. If we combine them with your knowledge of your business, together, we can probably go a long way.

Why call on me?

Everyone has their own reasons for sparring, but three "use cases" seem to apply most:

CLARIFY YOUR THOUGHTS
You're working on an important presentation, customer challenge or transformation. Reduce your number of priorities. I help you cut through the clutter, streamline ideas, and confront blind spots.

LEVEL UP AS A LEADER
You want to double-down on customer priorities. Not just in words. But in actions. Behaviours. I can share what I learned from the great customer leaders, and help make their practices yours.

ACCESS AN EXO-BRAIN
You know that customer focus isn't a sprint, but a marathon. So you want a trusted partner on your journey. A sherpa, who helps you think, get through tough spots, and reminds you to stay on course.

Do these reasons resonate? If so, let's explore over a virtual coffee.

Get in touch

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What you can expect

ADVICE FOR IMPACT
While I can and will support tactical wins, you hire me because you want to have lasting impact. So expect me to push for the solutions that address the root cause of problems. Prioritise momentum over sounding good on PowerPoint.

RADICAL HUMAN-CENTRICITY
Chatbots, scores and journey maps are useful, but merely tools. Real customer momentum comes from people. Their experiences. Their passion. So we'll look beyond the toolkits at kindling and growing the customer fire in your business.

PERSONAL ATTENTION
I only take on a limited number of executive sparring partners at a time. Within the constraints of both our agenda's this means your priorities, are my priorities. And when there is an unexpected problem, I will have your back.

ABSOLUTE CONFIDENTIALITY
I sometimes joke that I have signed so many NDAs I cannot even talk to myself. But even without those, my reputation is my bond. So whatever we discuss stays between us, and doesn't go further without your explicit consent.

Note: this last point works both ways. While I can share some insights in my past work, I won't tell you anything confidential on past clients.

What qualifies me as your sparring partner?

Well, I learned the customer game the hard way.
On the floor by being a waiter, and shop assistant.
In the C-Suite, leading international retail, branding and media.
As an architect of 30+ customer programmes, affecting customers and stakeholders world-wide.

On this journey, I had incredible highs, and painful lows.
Both taught me what really counts when the customer buzzwords fly around.
And I'm happy to share everything I've learned with you.

For more detail: you can check out my credentials here or my CV on Linkedin.

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

Questions you may have

If you don't know me, or even if you do, you probably have some questions at this point. Let me try to answer some in the Q&A below.

WHAT EXACTLY IS EXECUTIVE SPARRING?

An executive sparring partner is something like a non-executive advisor, confidant, leadership coach and creative director, all-in-one. During our conversations we look at the customer topics you need to address, and jointly figure out your best next step.

My contributions can range from sharing thoughts, tools, things that worked for me, or contacts who you can call. The end goal is to bring more clarity and confidence to your decisions.

WHO IS THE SERVICE DESIGNED FOR?

I found to be most value-adding when working with customer passionate executives who have an achieved some level of seniority in the business.

WHAT IF I ALREADY HAVE CUSTOMER COACHES OR CONSULTANTS?

I cannot comment on the individuals you work with, yet I often find that my 'momentum' driven approach is complementary to what traditional coaches or consultants provide. In fact, more than once I've been asked to work with or help appoint advisors in more traditional roles. But the only way to really tell, is to have a conversation.

WHAT DOES IT COST?

Our exact financial arrangement will depend on your needs and the scope of the challenge you want to discuss. Having said that, packages start at €6,000. We can then take it from there.

HOW LONG IS EACH SESSION AND HOW ARE THEY CONDUCTED

I like to work bespoke, so again it depends on our mutual availabilities and preferences. For ongoing relationships, I recommend 50 minute sessions online, but if there is more in-depth thinking to be done, this can also turn into in-person off-sites, visits to your home or anything else that works. One CEO has preferred to take me on walks among the cows 🐄 .

WHAT TOPICS OR CHALLENGES CAN WE ADDRESS?

Almost everything is on the table, though I will highlight when we're stepping outside of the topics where I can add tangible value. However, to be clear, I'm not your therapist and I will not entertain conversations that are unethical or illegal.

HOW FLEXIBLE IS SCHEDULING? WHAT IF I HAVE AN URGENT ISSUE?

As meeting up will be a priority for both of us, finding suitable times shouldn't be a problem. And if something means we have to reschedule, we do so. For urgent issues, you will have me on speed dial.

HOW DO YOU ENSURE CONFIDENTIALITY

As part of our cooperation we will exchange an NDA that has been modelled on the most strict examples from international organisations. This will ensure both of us can feel comfortable about the contents of our conversations. Beyond this, we should both accept that trust takes time. Though the more open you are willing to be, the better I can support.

CAN I 'TRY OUT' YOUR SERVICE

Yes. In fact, I'd recommend it. Even if both of us have a good feeling during our introductory chat, we only know whether there is mutual chemistry when we start sparring for real.

That's why I recommend starting with 5 sessions. This should be sufficient to address at least one specific challenge, and assess whether there is a desire and need for a longer trajectory.

WHAT IF I ONLY HAVE A SHORT TERM NEED

Then you only hire me for a short-term engagement. After the initial try-out, I'm pretty open to any reasonable arrangement. And if there is no value to be added, I'm not going to insist sending you bills for services you don't need.

HOW DO PAYMENTS WORK?

Payments are retainer based.

When working on a try-out basis, you are invoiced for the sessions we agree to, at the start of our cooperation. I will send you an invoice with Paypal link or a bank account number, so you can select whether to pay with a credit card, or route the payment through your finance department for wire transfer. As soon as the payment has arrived, we can start work.
For longer cooperations, monthly retainer invoices are issued at the start of the month which cover any estimated work in that month. Terms of payment: 30 days.

WHAT IF I DON'T LIKE THE SERVICE

If for some reason, you don't see the added value of our conversations, you fire me. Either after the five initial get to know each other session, or by triggering the cancellation clause which is part of any agreement.

Are you ready to spar?