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Welcome to a new episode of Engati CX. Today we’re talking to digital transformation advisor and CXO, Cyril Coste on customer oriented tech. He shares his philosophy on digital transformation and why it’s key to put customers at the center.
Cyril is a CXO and Digital Transformation Advisor.
He is an accomplished Digital and Product Director with a strong reputation as a digital expert and thought leader.
His accolades include a #1 ranking on the UK's Most Influential Independent Digital Transformation Experts Power List (2PS, 2017, and 2018) and being named in the Global Top 100 Digital Transformation Influencers (Onalytica. 2017/2018).
He brings vast, cross-sector experience in digital transformation, digitalization strategy development, product development, digital innovation, customer experience, business analysis, and e-commerce.
He is also a part of Huawei’s Key Opinion Leader program and Siemens Influencer Community.
Interview with Cyril Coste
The following section contains a summary of our interview with Cyril Coste. But if you’d like to hear the full interview, we’ve left a link to the podcast below.
According to Cyril, if you haven’t started your digital transformation journey yet, you’re in some trouble. Most organizations started their journey 5-6 years ago as it is imperative for most organizations today. The essence of the journey is to find ways to be better as an organization and individuals. We need to do things in a manner that is better, faster, cheaper. We also have to understand how people work, how customers and employees work. And by combining these two with tools, we produce better services. In fact, companies who invested early in digital transformation are already seeing a better return on investment.
In the past ten years, we’re reaching a kind of shift in cultures. Everyone is investing in training for employees, and we’re investing in new tools, like Microsoft and Zoom. There’s a new focus on being able to work remotely. So organizations are investing in automation tools that allow us to share information easily with our teams, clients, partners, wherever we are in the world. This has been enabled by Cloud technologies.
And finally, the new vision of this decade is to better understand our customers. This is enabled by emerging technologies like Big Data, Artificial Intelligence, and Machine Learning. We’re also seeing an explosion of new channels like Instagram, Snapchat, and TikTok. Cyril has seen some ambitious ideas around Augmented and Virtual Realities so he’s interested in seeing where that goes.
There’s also a rise in automation and robotics so mundane tasks can become well automated. All of these combine to provide a comprehensive journey. As the consumer or customer, we have to have the ability to interact with digital tools and technologies unlike ten years ago. We’re reaching era of customer oriented technologies, so if you haven’t started yet, be quick!
The first step is to always start with the customer. You have to define the customer value, and you have to have an idea about the customer journey. You have to know, how they find your products, how they buy and consume them, are they gonna repeat their purchase, etc. From here, it’s all about optimizing and improving the operating process and decreasing the cost. But always keep the customer at the centre. Deliver the product, but be open to feedback so you can understand the customer and see how to provide for them. That’s how you will grow and excel as an organization.
There are two types of online retailers.
Most of the returns are due to issues in sizing. Sizing is everything for fashion retailers, so it’s key we get this right. Here’s a solution Cyril has been working on years ago. Essentially, what we need are scanners. Today, almost every smartphone can provide a 3D scan of a body to provide exact measurements. When we have that, we can adjust the size of the garment. And it can be done in the comfort of your own home, in summer or winter. It can be done on the go, and you can also adjust the sizing yourself.