Thanks for coming here. Where would you like to go?
Shape Divider - Style tilt_opacity

Done with transformation theatre?

That makes two of us.
​
Industrial Age incrementalism has served us well, but has run its course:

  • 'Improved' customer offers are forgettable and easy to copy
  • Teams switch off the moment someone says 'transformation'
  • Everyone is using the same AIs, yet still hope they'll stand out 

More customer experience, innovation or transformation theatre isn't the answer. We need clear – even unreasonable – moves that customers embrace, teams are eager to deliver, and investors want to back.

​While staying mindful of next quarter's reality. 

I help leaders create profit opportunities through customer, business and industry transformation.

Focus areas

Create offers and experiences customers find memorable, meaningful, even transformative.
Stop forcing teams to comply with strategy cascades and create transformations they actually lean into.
Challenge outdated industry orthodoxies and take your business where competitors can't easily follow.

How I make change real

​I use The Transformation Code – a way to make transformation real without drowning in process or tech. 

It focuses on the three forces that really drive change:

  • Story: A new narrative for customers, teams, or industries
  • Resonance: The emotional spark that makes people care
  • Flow: The subtle moves that make the right change feel natural

I can be your no-nonsense personal advisor and co-creator – or bring in colleagues from The Transformation Architects. Together we handle transformations at any scale. Outcome-based fees are on the table.

Ready to explore?

Transformation can take many shapes. Find the one that works for you.

Why work with me

Over 30 years, I've helped leaders at Lexus, ING/NN, Grant Thornton, Generali and others:
​
  • 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

/

  • 1
  • 2
  • 3
  • 4
  • 5
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 
/
Oriflame

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
World Experience Organisation

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
Bekaert

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
One of the most effective and brilliant sessions on customer-centricity I ever attended.

Roberta Callarà

Director of Sales & Marketing
/
Hotel Savoy Rome

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
Grant Thornton International

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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 
/
Tang Consulting

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
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
/
​Deloitte

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
​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
/
NN Romania

  • 1
  • 2
  • 3
  • 4
  • 5

/

  • 1
  • 2
  • 3
  • 4
  • 5
Alain provided a perfect keynote opening to our global Design Forward event.

James Carter

Global Brand Manager
/
Experian

  • 1
  • 2
  • 3
  • 4
  • 5
  • 0
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
Shape Divider - Style tilt_opacity

Customer transformations I've worked on

​Here are examples of past of transformation work 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.
​
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.
Then let's skip the sales talk to have a real conversation

Ready for real transformation?

​Learn from what I learned

My blog, videos and newsletter offer practical, strategic insights for leaders who want to make transformation real, and profitable.
If you made it to the bottom of this page, we should probably meet.

Shall we do this?

“Eliminating wrongs doesn't necessarily create a right."
​