We spoke to the head of Qualtrics about experience management, and why empathy is an essential component in this and in leadership.

Qualtrics CEO Zig Serafin spoke with SiliconRepublic.com for our Conversations with Leaders series shortly after checking in on the company’s new office in Dublin.

Serafin took the helm of the US tech company amid an eventful few years. After it was bought by SAP for $8bn, Qualtrics went public in January 2021 with a valuation of $15bn. Its ticker symbol: XM, meaning experience management.

Serafin says experience management is the “ultimate advantage” for modern businesses. It’s about “tuning in to all of the things that customers and employees want their companies to know and then being able to know where to take action on that type of knowledge with empathy, with speed and at scale”.


Words by Elaine Burke