{"id":128,"date":"2026-11-01T11:59:42","date_gmt":"2026-11-01T10:59:42","guid":{"rendered":"https:\/\/www.cxm.academy\/en-ae\/alain-thys\/"},"modified":"2026-11-01T11:59:42","modified_gmt":"2026-11-01T10:59:42","slug":"alain-thys","status":"publish","type":"page","link":"https:\/\/www.cxm.academy\/en-ae\/alain-thys\/","title":{"rendered":"Alain Thys"},"content":{"rendered":"\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-hero cxm-v6-hero-product cxm-v6-hero-fac has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-grid is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-hero-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<nav class=\"wp-block-group cxm-crumbs is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en-ae\/\">Home<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en-ae\/faculty\/\">Our faculty<\/a><\/p>\n\n\n<p class=\"wp-block-paragraph\">Alain Thys<\/p>\n\n<\/nav>\n\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">Faculty \u00b7 Monetizing The Experience<\/p>\n\n\n<h1 class=\"wp-block-heading cxm-v6-h1\">Alain Thys<\/h1>\n\n\n<p class=\"cxm-v6-strap cxm-v6-sub wp-block-paragraph\">Author \u00b7 Customer Transformation Architect<\/p>\n\n\n<p class=\"cxm-v6-lede wp-block-paragraph\">Don't talk about the fluffy stuff. Start speaking in financial impact.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-navy\"><a class=\"wp-block-button__link wp-element-button\" href=\"#programs\">See his course<\/a><\/div>\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/faculty\/\">Meet the faculty<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-hero-photo\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-alain.webp 1x\" width=\"800\" height=\"600\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-fac-alain.jpg\" alt=\"Alain Thys\"\/><\/figure>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-thesis has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">The thesis<\/p>\n\n\n<h2 class=\"wp-block-heading\">Most CX leaders are doing the right work<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\">They have the journey maps, the listening systems and the frontline programs. What they don't have is the conversation that gets a CFO to fund the next year of it.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Alain teaches that conversation: the language, the forecasting discipline and the executive narrative that turn customer experience into a recognized commercial lever.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Three decades inside boardrooms taught him that feelings don't pay the bills. Operations do. So does CX, when you can put it on the P&amp;L.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-thesis has-soft-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-g2 is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">His work<\/p>\n\n\n<h2 class=\"wp-block-heading\">A code, not a slide deck<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-stack is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\">Alain is a Customer Transformation Architect, the founder of Transformation Architects and the author of <em>So, You Want to Become Customer Centric<\/em> and <em>The Transformation Code<\/em>. That book decodes the formula that separates transformations that stick from the ones that quietly fade six months in: Story \u00d7 Resonance \u00d7 Flow.<\/p>\n\n\n<p class=\"wp-block-paragraph\">It is a multiplication, not an addition: if any one variable goes to zero, the whole transformation collapses. That is why he teaches it as a diagnostic, not as inspiration.<\/p>\n\n\n<p class=\"wp-block-paragraph\">He has thirty years at the top of brands, more than 500,000 customers influenced and about thirty organizational transformations behind him, in industries from direct sales to financial services to funeral care. His work sits where business strategy meets the disciplines most strategists ignore: neuroscience, narrative design, immersive theater and behavioral economics.<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section id=\"programs\" class=\"wp-block-group alignfull cxm-v6 cxm-v6-programs-band has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-head is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-eyebrow wp-block-paragraph\">His course<\/p>\n\n\n<h2 class=\"wp-block-heading\">Customer mechanism. Financial mechanism. Confidence band. On one page.<\/h2>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-g2 cxm-v6-fac-programs is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-card is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-tags is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-tag wp-block-paragraph\">CXM Skills<\/p>\n\n<\/div>\n\n\n<figure class=\"wp-block-image size-full cxm-v6-media\"><img srcset=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-skill-business-case.webp 1x\" width=\"640\" height=\"400\" decoding=\"async\" src=\"\/wp-content\/themes\/cxm-academy\/assets\/images\/v6-skill-business-case.jpg\" alt=\"A CX business case open on a laptop\"\/><\/figure>\n\n\n<h3 class=\"wp-block-heading\">Monetizing The Experience<\/h3>\n\n\n<p class=\"cxm-v6-skill-course wp-block-paragraph\">From CX activity to financial outcome.<\/p>\n\n\n<p class=\"cxm-v6-body wp-block-paragraph\">Six modules that move customer experience from a slogan to a line on the P&amp;L. You keep the CX ROI Calculator and the investment paper template, with two worked examples.<\/p>\n\n\n<ul class=\"wp-block-list cxm-v6-facts\">\n<li><strong>A defensible case:<\/strong> the customer mechanism, the financial mechanism and the confidence band, in a one-page investment paper ready for the CFO.<\/li>\n\n<li><strong>Customer activation:<\/strong> lifetime value mechanics, and the moments where a CX intervention actually moves the number.<\/li>\n\n<li><strong>Risk and governance:<\/strong> the failure modes, the risks to revenue and margin, and the controls before scaling.<\/li>\n\n<li><strong>Forecasting discipline:<\/strong> CX impact in B2B, where revenue per account is uneven and post-sale experience drives expansion revenue.<\/li>\n<\/ul>\n\n\n<p class=\"cxm-v6-who wp-block-paragraph\"><strong>Alain's promise:<\/strong> a defensible commercial case for CX, in the language Finance speaks.<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-card-foot is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-price wp-block-paragraph\"><strong>EUR 495<\/strong> per person<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-chips is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-chip wp-block-paragraph\">Online<\/p>\n\n<\/div>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/course\/monetizing-the-experience\/\">Read more<span class=\"screen-reader-text\">: Monetizing The Experience<\/span><\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n\n<div class=\"wp-block-group cxm-v6-card cxm-v6-quote is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"cxm-v6-skill-k wp-block-paragraph\">Monetizing The Experience<\/p>\n\n\n<p class=\"cxm-quote-line wp-block-paragraph\">Monetizing the Experience gave my team the language they needed to build credibility within the organization. A customer mechanism, a financial mechanism, a confidence band: three statements that the CFO could engage with. We finally moved CX from a budget request into a strategic conversation.<\/p>\n\n\n<div class=\"wp-block-group cxm-v6-person is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-person-text is-layout-flow wp-block-group-is-layout-flow\">\n\n<p class=\"wp-block-paragraph\"><strong>Jean Felix<\/strong><\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Head of Digital<\/p>\n\n\n<p class=\"cxm-v6-muted wp-block-paragraph\">Abu Dhabi Commercial Bank<\/p>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n\n<section class=\"wp-block-group alignfull cxm-v6 cxm-v6-closing has-navy-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<div class=\"wp-block-group alignwide cxm-wrap is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-group cxm-v6-head cxm-v6-head-center is-layout-flow wp-block-group-is-layout-flow\">\n\n<h2 class=\"wp-block-heading\">Ready to build customer-centric habits that last?<\/h2>\n\n\n<p class=\"cxm-v6-intro wp-block-paragraph\">Start self-paced today, or book a conversation and we'll match the right layer and delivery to your organization.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button cxm-v6-btn-gold\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/en-ae\/courses\/\">Browse our courses<\/a><\/div>\n\n\n<div class=\"wp-block-button cxm-v6-btn-ghost\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/contact\/\">Book a conversation<\/a><\/div>\n\n<\/div>\n\n<\/div>\n\n<\/div>\n\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Home Our faculty Alain Thys Faculty \u00b7 Monetizing The Experience Alain Thys Author \u00b7 Customer Transformation Architect Don't talk about the fluffy stuff. Start speaking in financial impact. The thesis Most CX leaders are doing the right work They have the journey maps, the listening systems and the frontline programs. What they don't have is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-wide","meta":{"cxm_tkey":"alain-thys","footnotes":""},"class_list":["post-128","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages\/128","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/comments?post=128"}],"version-history":[{"count":0,"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/pages\/128\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cxm.academy\/en-ae\/wp-json\/wp\/v2\/media?parent=128"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}