Alain is one of Europe's veterans and pioneers in international customer experience (CX) management and human media. Over the years he had the privilege to play an instrumental role in the CX programmes of Philips, ING, Toyota, Lexus, McLaren, Vodafone, Bordeaux Wines and various other iconic brands. This has taught him - the hard way - what works and what doesn't. Today, Alain acts as Chairman of the customer-centricity consultancy Futurelab and is also lead promoter for the Customer Council, an initiative to co-create the future of customer experience. In addition to these roles, Alain acts as a non-executive adviser/coach and CX Architect for a limited number of brands. All while pursuing his passion for storytelling as an author, speaker and aspiring video-maker.