Zig Serafin, CEO of Qualtrics

ByMabel R. Acton

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Qualtrics CEO Zig Serafin sat down with Silicon Republic editor Elaine Burke to focus on his management fashion as an expert in practical experience management.

It has been an eventful couple of decades for US tech organization Qualtrics, and not minimum because of the pandemic.

The business established by a household out of Utah was acquired by SAP in 2018 for $8bn. It then went public in January 2021 with a successful IPO that valued the corporation at $15bn. That very same 12 months then saw Qualtrics receive $1bn in earnings for its encounter administration technological innovation. But what is encounter administration?

CEO Zig Serafin says it is the “ultimate advantage” for present day corporations. It’s about tuning in to the wants and desires of clients and using action on that information “with empathy, with speed and at scale”.

Serafin was in Dublin just lately even though on a tour across Europe meeting with Qualtrics clientele. He spoke with SiliconRepublic.com for our Discussions with Leaders series soon soon after examining in on the company’s new business in the Irish capital.


Qualtrics’ by now substantial footprint a stone’s toss from St Stephen’s Green is increasing in response to the company’s world wide progress. “Dublin is the epicentre of how we operate throughout Europe,” stated Serafin, and this European HQ is totally outfitted with all the fixings of the modern tech business office and more – like its very own pub.

But Serafin mentioned Qualtrics, a enterprise obsessed with making best experiences, is familiar with that these days workplaces want to offer you flexibility and the ability to do the job from dwelling as properly as a workspace that delivers a “home from home”.

“Both encounters are vital,” he mentioned. “That electronic working experience and the actual physical practical experience, and how they come collectively.”

Qualtrics’ possess exploration displays that it can acquire just one detrimental experience to reduce a customer, or an worker, and with the sheer array of instruments offered to enterprises today, it is probable to continuously observe and strengthen activities. But attainable does not suggest effortless.

There is a lot of knowledge readily available – from user analytics to customer assistance chats to online sentiment investigation and all the things in among. And though Qualtrics has all the software package and AI capabilities to parse this information and facts and make it not just digestible but actionable, Serafin claimed the key sauce is some thing completely more human.

“At the close of the day it arrives down to this notion of empathy,” he stated. And that’s the throughline of Serafin’s management, way too.

In our job interview, he expressed how empathy (and a assisting of TACOS) is at the core of Qualtrics. He also shared what he discovered about leadership from his early a long time on the family farm by way of to 17 years at Microsoft, where by he confronted a overview with Monthly bill Gates in his 1st 7 days on the task.

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