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X4 ON-DEMAND

Driving Cultural Change to Re-imagine the UPS Brand


Kevin Warren talks to Qualtrics CEO, Zig Serafin, about the importance of building a culture around experience management and how CMOs can be champions for the voice of the customer.

This keynote was shared live at X4 Summit 2023 in Salt Lake City on Mar 7-9 2023, when leaders from the world’s most iconic brands shared the experiences delivering breakthrough business results. Learn more about the event and stay up to date on 2024 information here.

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Picture of Ed Bastain

Ed Bastain

CMO // UPS

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