Zig Serafin

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Zig Serafin
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CitizenshipUnited States
  • Businessman
  • Chief Executive Officer

Zig Serafin is an American businessman and the Chief Executive Officer of experience management company, Qualtrics[1]. Serafin joined Qualtrics as Chief Operating Officer in 2016[2] and was instrumental in the development and launch of the Qualtrics experience management platform.



Serafin joined Qualtrics in 2016 as Chief Operating Officer to help the company develop and launch the experience management category. He helped Qualtrics grow to over 12,000 customers[3] and was instrumental in SAP’s 2019 acquisition of Qualtrics for $8B[4].


Serafin spent 17 years at Microsoft where he was Corporate Vice President leading Skype for Business[5]. In his career at Microsoft, Serafin led program management and design for Microsoft's services in anticipatory computing, speech/audio/vision processing, location/language understanding, and geospatial data, leading the teams that developed Microsoft's artificial intelligence platform, Cortana[6]. Prior to that, Zig was President and General Manager of Microsoft's Tellme Networks.


  1. Levy, Ari (2020-12-28). "Qualtrics files IPO papers, aiming for valuation of up to $14.4 billion after spinning out of SAP". CNBC. Retrieved 2021-01-27.
  2. Anders, George. "Qualtrics Recruits Zig Serafin From Microsoft To Be COO". Forbes. Retrieved 2021-01-27.
  3. Farrell, Matt Grossman and Maureen (2020-12-29). "SAP Unit Qualtrics Heads for IPO". Wall Street Journal. ISSN 0099-9660. Retrieved 2021-01-27.
  4. July 2020, Anthony Spadafora 27. "SAP might be taking Qualtrics public". TechRadar. Retrieved 2021-01-27.
  5. "Expanding the reach of Skype for Business in Office 365". Microsoft Industry Blogs - United Kingdom. 2016-03-15. Retrieved 2021-01-27.
  6. "Anticipating More from Cortana - Microsoft Research". 2016-03-03. Archived from the original on 2016-03-03. Retrieved 2021-01-27.

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