Driving impactful customer and employee experiences is at the heart of Zig Serafin’s leadership. As CEO of Qualtrics, Serafin is known for his focus on solving systemic challenges rather than quick fixes. Under his direction, the company has pioneered Experience Management (XM), a field that transforms how organizations understand and act on customer and employee insights. Serafin’s dedication to creating meaningful change has positioned Qualtrics as a leader in the industry, with over 13,000 clients relying on its platforms.
Born and raised with an insatiable curiosity for innovation, Serafin attended Stanford University, earning a degree in engineering. Before joining Qualtrics in 2016 as Chief Operating Officer, he spent 17 years at Microsoft, where he held leadership roles, including Corporate Vice President. He was instrumental in developing Microsoft Teams and led projects in artificial intelligence and geospatial data. At Qualtrics, Serafin played a pivotal role in the company’s $8 billion acquisition by SAP in 2019, setting the stage for its rapid expansion. As CEO, he oversees the strategic vision and growth of the company, ensuring it stays ahead of the curve in the dynamic tech landscape.
Serafin’s leadership goes beyond business metrics. His belief in creating experiences that matter resonates deeply in Qualtrics’ mission and product offerings. He emphasizes addressing not just the surface problems but the deeper, systemic issues that impact customer and employee satisfaction. This approach has redefined how organizations view engagement, making Qualtrics a trusted partner for businesses globally. Serafin’s journey is a testament to how innovation, when coupled with purpose, can drive industry transformation.