Alexandre Wentzo Of iGrafx On How To Use Digital Transformation To Take Your Company To The Next Level

An Interview With Cynthia Corsetti

Enhanced Customer Engagement: Leveraging digital channels and technologies to create personalized customer experiences and foster brand loyalty. An airline company developed a mobile app with features like real-time flight updates and personalized recommendations, resulting in higher customer satisfaction and repeat bookings.

Digital transformation has become a crucial component for businesses striving to stay competitive and relevant in today’s rapidly evolving landscape. As technology continues to shape industries and redefine business models, companies must adapt and leverage digital tools and strategies to unlock new opportunities for growth and innovation. In this interview series, we aim to explore various aspects of digital transformation, including best practices, challenges, success stories, and expert insights. We are talking to thought leaders, industry experts, entrepreneurs, technology innovators, and executives who have firsthand experience in driving digital transformation initiatives within their organizations. As part of this series, we had the pleasure of interviewing Alexandre Wentzo.

Alexandre Wentzo, iGrafx’s CEO, brings nearly 20 years of expertise in the competitive process modeling and mining space. He has held leadership positions in various Software-as-a-Service companies, including serving as the former CEO of Casewise and Senior Vice President of Americas for Signavio, among multiple Senior Vice President roles.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?

Getting started, I began my career two decades ago at a software company specializing in process improvement. It was there that I quickly recognized the profound impact of mastering organizational processes. With the evolution of technology, particularly advancements like AI, this mission has become even more intriguing. The ability to create clear, tangible value for organizations through optimizing processes continues to be a driving force in my work today. Since then, I have consistently worked in process excellence, and over the last 10 years, I’ve been deeply immersed in digital transformation initiatives where process and technology stand as the two main pillars for any company’s transformation journey.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘takeaways’ you learned from that?

One of the funniest mistakes I made early in my career could be described as getting ‘lost in translation,’ quite literally. As a French individual navigating the intricacies of a global organization, I encountered a situation where cultural nuances and language barriers led to some amusing misunderstandings. I recall a particular instance where an email exchange left both parties scratching their heads due to a misinterpretation of colloquial expressions. This experience highlighted the importance of not only clear communication but also cultural sensitivity and maturity within a diverse and global team.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped get you to where you are? Can you share a story?

I’m incredibly grateful for the guidance and trust extended to me by Bernard Fisher, the chairman of the company where I began my journey in process excellence. When I joined as a salesperson, little did I know that Bernard would see potential in me and eventually promote me to the role of CEO. Without his belief in my abilities, I would never have had the opportunity to lead my first business process company. Over the past two decades, I’ve continued to grow and thrive in this space, thanks in large part to the foundation laid by Bernard’s mentorship and support.

Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

One book that has profoundly impacted my perspective is ‘Blue Ocean Strategy’ by W. Chan Kim and Renée Mauborgne. This strategic framework for creating uncontested market space and making the competition irrelevant resonated deeply with me. It challenged traditional notions of competition and encouraged a shift towards innovation-driven growth by focusing on creating new market opportunities rather than competing in existing ones. The principles outlined in ‘Blue Ocean Strategy’ have guided my approach to digital transformation, inspiring me to seek out untapped potential and drive innovation that reshapes industries.

Are you working on any new, exciting projects now? How do you think that might help people?

Currently, I’m leading a groundbreaking project aimed, within my current company, at revolutionizing customer experience through AI-driven personalization. By leveraging advanced data analytics and machine learning algorithms, we’re empowering businesses to anticipate customer needs, deliver hyper-personalized interactions, and foster deeper engagement. I believe this project has the potential to redefine industry standards and set new benchmarks for customer-centricity.

Thank you for all that. Let’s now turn to the main focus of our discussion about Digital Transformation. Digital transformation can mean many things to many people, from your perspective, how do you define digital transformation in your industry?

In my industry, digital transformation isn’t merely about incorporating the latest technologies; it’s a fundamental shift imperative for businesses to remain relevant and competitive in today’s fast-paced landscape. It’s a comprehensive strategy that goes beyond just updating software or hardware; it’s about reimagining every facet of operations. From the tools we use to the processes we follow, from the people we employ to the culture we cultivate, every aspect is reevaluated and optimized for the digital age.

This holistic approach to digital transformation is essential because it recognizes that technology alone isn’t enough to drive meaningful change. It’s about aligning technology with business objectives and integrating it seamlessly into every aspect of the organization. It’s about empowering employees with the skills and tools they need to succeed in a digital environment. It’s about fostering a culture of innovation and adaptability, where experimentation is encouraged, and failure is seen as an opportunity for growth.

Ultimately, digital transformation is about harnessing the full potential of digital tools and technologies to drive innovation, enhance customer experiences, and unlock new business opportunities. It’s about leveraging data-driven insights to make better decisions, automating repetitive tasks to free up time for more strategic initiatives, and creating personalized experiences that delight customers and drive loyalty. In essence, it’s about embracing the digital future and positioning your organization for long-term success in an ever-changing world.

Which companies can most benefit from a Digital Transformation?

Companies across all industries can benefit from digital transformation, but those that stand to gain the most are typically ones facing disruptive market forces or seeking to capitalize on emerging trends. For example, traditional brick-and-mortar retailers can use digital transformation to pivot towards e-commerce and omnichannel retailing, thereby expanding their reach and staying competitive in an increasingly digital marketplace. Depending on the company’s maturity, they can embark on a journey; where they need to remember it is not a spring, but a marathon.

Has integrating Digital Transformation been a challenging process for some companies? What are the challenges? How do you help resolve them?

Integrating digital transformation can indeed be a challenging process for companies, particularly those with entrenched legacy systems, siloed organizational structures, and resistance to change. However, by fostering a culture of collaboration and change, investing in employee training and upskilling, and prioritizing agile methodologies, businesses can overcome these challenges and drive successful digital transformation initiatives.


Based on your experience and success, what are “Five Ways a Company Can Use Digital Transformation To Take It To The Next Level”?

1 . Data-Driven Decision Making: Implementing robust data analytics platforms to derive actionable insights and inform strategic decision-making. For example, a retail chain used customer data analytics to identify trends and preferences, leading to targeted marketing campaigns and increased sales.

2 . Enhanced Customer Engagement: Leveraging digital channels and technologies to create personalized customer experiences and foster brand loyalty. An airline company developed a mobile app with features like real-time flight updates and personalized recommendations, resulting in higher customer satisfaction and repeat bookings.

3 . Agile Operations: Streamlining internal processes and workflows through automation, cloud computing, and agile methodologies. A manufacturing firm optimized its supply chain by implementing prescriptive and predictive analytics (process mining), reducing downtime and improving production efficiency.

4 . Innovative Product Development: Encouraging a culture of innovation and experimentation to drive continuous product improvement and stay ahead of competitors. A tech startup embraced design thinking principles to rapidly prototype and iterate new features, leading to a market-leading product with high user adoption.

5 . Digital Ecosystem Integration: Collaborating with external partners and leveraging ecosystem platforms to create value-added services and expand market reach. A financial services company partnered with fintech startups to offer innovative digital payment solutions, attracting new customers and increasing revenue streams.

In your opinion, how can companies best create a “culture of innovation” in order to create new competitive advantages?

To foster a culture of innovation and collaboration, companies must encourage curiosity, risk-taking, and continuous learning among employees. This can be achieved through initiatives such as innovation labs, hackathons, and cross-functional collaboration. By empowering employees to experiment, iterate, and embrace failure as a learning opportunity, companies can unlock creativity and drive sustainable growth.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“The only way to do great work is to love what you do.” — Steve Jobs

This quote has been a guiding principle in my life, reminding me to pursue my passions wholeheartedly and strive for excellence in everything I undertake. It’s a constant reminder that true success comes from aligning your work with your values and finding fulfillment in the journey itself, not just the end goal.

How can our readers further follow your work?

Readers can stay updated on my latest projects and insights by following me on LinkedIn (, where I regularly share articles, thought leadership pieces, and updates on digital transformation trends and best practices. Additionally, they can visit our company website to access case studies, whitepapers, and resources related to digital strategy and innovation.

Thank you so much for sharing these important insights. We wish you continued success and good health!

About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.