Cynthia Qualey

Brand Marketing Intelligence Manager - Customer Experience & Insights @Bobcat Company

Fargo, ND, US

Redesigned customer satisfaction and NPS survey program to generate more accurate & actionable insights to improve the customer experience. Partnered with IT to automate survey, saving us $300k annually in vendor costs-Lead primary research projects to better understand end-user customers, dealers, and our brand, including developing buyer personas, brand architecture research, and uncovering customer experience priorities -Developed digital feedback strategy and implemented a new vendor to support the strategy; Manage ongoing survey execution and analysis of results-Built new partnership with digital marketing team to drive customer experience enhancements that align with the customer journey-Identified touchpoints in prepurchase, purchase, post-purchase, and advocacy phases of the customer journey and identified pain points. Using these, I built out customer journeys based on key personas which have driven numerous digital, content, and SEO enhancements-Effectively utilized customer research to help the business build case against a brand royalties tax-Led customer and dealer research on a new loader branding design, analyzed results, and reported out difficult results to stakeholders, which led to the creation of new designs for the launch-Developed brand equity metric to measure overall impact of performance marketing and brand-led tactics, and manage ongoing execution of survey and analyzing the data for insights-Infuse customer-centric mindset by raising concerns with projects containing disjointed customer journeys and proposing solutions-Volunteer as a STEM Ambassador to support and build our local STEM community

UMN Carlson School of Management

MBA, Marketing

University of Minnesota

BS & BA, Economics & Math