The future of premium profit lies in beauty, happiness and wellbeing.
It's also more fun than today's grind.
Especially as all other paths lead to margin-erosion and commoditisation.

What I do

I’ve spent my career helping global brands become customer-centric.
Today, this means creating premium profit by enriching lives.

It’s the antidote to commoditisation and AI-sameness, because premium profit follows when:
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  • Customers get more than seamless and effortless
  • Employees receive more than paycheques
  • Investors gain more than dividends

And, if I’m honest, it’s fun to create moments of beauty, happiness and wellbeing.


For which we must expand our corporate thinking with lessons from the real experience experts: immersive artists, theatre creators, researchers, neuroscientists. Who know how to spark emotion, meaning and transformation.
Learn more in my book
The Transformation Code
Or visit my blog on more.alainthys.com

How I help

I help you drive premium profit, customer value, earned growth or, if you're into that, NPS.
Not by squeezing harder, but by enriching lives in both everyday and systemic ways.
ON-DEMAND SUPPORT
As your no-nonsense sparring and transformation partner I can help you really transform your customer relationships and your business.
FRESH PERSPECTIVES
With provocations, inspirations, and immersive experiences I can challenge the status quo and expand your team's sense of possible.
EXPERIENCE UPGRADES
As your architect I can help create experiences and offers customers love, teams embrace and competitors struggle to match.

Ready to explore?

Premium profit can take many shapes.
​Find the one that works for you.

Why work with me

Over 30 years, I've helped 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.

From leaders I've worked with

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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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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 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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Customer projects I've worked on

​Here are examples of past projects across industries – all grounded in: customer, business, and market impact. 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 enrich customer lives - and your bottom line?

Then let's skip the sales talk to have a real conversation