Alain Thys

Alain inspires audiences from 1 to 1000 with practical ways to profit from customer & employee experience.

Alain wants to make the world a more customer-friendly place. Over the past 3 decades his work has influenced the experience of over 500 million customers and 350,000 employees in over a hundred countries. This has taught him the hard way what works and what doesn’t when the customer buzzwords fly around.

Today, he shares his expertise with management and executive teams, while continuing to work on more complex customer and employee experience design challenges.

He is the founder and Chief Coach of the start-up Customerfit and has authored, the highly referenced book So You Want To Be Customer-Centric? He is currently working on the The Customer Fitness Code, which will be its sequel.





Dutch, English

Post-Corona Future, Business, Strategy & Management, Sales, Marketing & Customer Experience


Customer Experience, Consumer Centricity, Leadership

Presentations and Topics

The Customer Fitness Code

Everyone wants to be loved by and profit from their customers. But only few businesses manage to consistently deliver experiences that differentiate them from the competition. Even less are capable of then turning the customer smiles they create into cash. 

In the ‘Customer Fitness Code’, Alain demonstrates that customer experience management isn’t as fluffy as many think. It’s a ‘hard’ business discipline that can be measured, managed, and monetised.

By blending practical examples, stories and hard data, he provides teams with the insights they need to practically make customer-centricity a reality in their business.

Organisers and corporate clients that are ready to truly engage can also expand this online inspiration session with:

• a live assessment of the company’s state of customer fitness

• bespoke introductory videos linked to the company strategy

• online 'sparring sessions' with practical tips & guidance 

• individual coaching for those who want an experience-of-one. 

How to Be(come) a Customer-centric Leader?

Customer-centric leadership sounds nice in theory. But no one seems to be clear on what it really means. At best, this means that leaders need to improvise. At worst, they fail the business. 

In this online inspiration session, Alain challenges managers and executives to explore the true meaning of customer-centric leadership. Not in theory, but in practice. 

So inspect clear suggestions on ‘inspiring teams’, ‘demonstrating personal commitment’ and ‘helping your people do what is right’ for the customer and the bottom line of the company. 

Optionally, the more traditional keynote format, can be expanded with:

• a live assessment of company’s customer-centric leadership behaviours, 

• bespoke introductory videos that are linked to the company strategy

• online ‘sparring sessions’ with practical leadership tips & guidance 

• individual coaching for leaders who want to raise their game 

Thinking beyond COVID: Prepare your business for CX 2025

The COVID-tsunami has accelerated the technological, societal and environmental changes that were already in the cards. New industries will emerge. Others will disappear. Commercial relationships will be transformed. The nature of work itself may change. 

This forces many leaders into reactive mode. They need to adapt to new government regulations, altered supply chains and – often –  financial challenges. While they should be thinking about the future. After all, competitive pressures will accelerate as well. 

In Thinking Beyond COVID, Alain helps leaders to envisage a future that looks beyond the customer and business chaos of 2020 and 2021. 

Not by listing technology trends or shouting trendy buzzwords. But by re-centering the conversation on the customer expectations that remain unchanged by the COVID-crisis and recession. 

By tactically adapting to the new realities, but also remembering that some things haven’t changed, leaders can create a platform of stability that allows them to deal with their current challenges, but also plan their business and customer experience of 2025.

Beyond a digital keynote by Alain, this online inspiration session can be expanded with:

• brainstorming sessions that encourage participants to think of their CX 2025  

• bespoke introductory videos that are linked to the company strategy

• online ‘sparring sessions’ with practical future CX tips & guidance 

• individual coaching for customer leaders who want to better prepare their business 

Testimonials & References

"Alain provide a perfect key note opening to our Design Forward event. The audience really appreciated it and his talk was referenced at multiple points during the event (and after!). Ahead of the talk, Alain took the time to understand the brief, our business challenges and was really happy tailor WIP thoughts based on our feedback." 

James Carter, Global Brand Manager, Experian   

“The presentation was extremely well prepared and spot on! Additionally to being a great speaker Alain is a very good moderator and has a very didactic approach”. 

Yasmine Couderc, Group Head of Talent Management, Easyfairs  

"One of the most effective and brilliant sessions on customer-centricity I ever attended".  

Roberta Callarà, Director of Sales & Marketing, Hotel Savoy Rome   

"Alain is a great believer in customer-centricity. Lots of energy and ways to engage with audiences. You see how he connects and has a smooth way of providing insights that really help." 

Maximiliano Pin, Global Project Manager NPS, ING Bank

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All our speakers are specialised in online events, from enhanced webinars to special format interactive sessions!