Valerie Leonard
Strategist, Customer Experience @Principal Financial Group
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WORK HISTORY
Strategist, Customer Experience @Principal Financial Group
Building on my foundation in Research & Insights, I help leaders understand their customers and use that perspective to guide experience decisions that matter. I focus on turning complex data—including behavioral and unstructured feedback—into actionable insights that inform strategic priorities.Key responsibilities and contributions- Develop and maintain VoC programs and listening strategies to capture meaningful customer feedback and ensure alignment with business priorities - Apply advanced analytics and AI-enabled analysis of unstructured data to uncover patterns, drivers, and emerging opportunities - Partner with stakeholders across the organization to ensure insights are actionable and drive experience improvements - Maintain journey maps, personas, and experience hubs to create shared understanding and alignment across teams - Deliver clear reporting and executive-ready dashboards that translate complex insight into decisions - Use behavioral, operational, and perception data to provide advanced interpretation and guide cross-functional initiatives
EDUCATION
Graceland University
Bachelors Degree, Marketing, Business Management
ABOUT VALERIE LEONARD
By transforming complex data into clear, meaningful insights, I help organizations make decisions that truly resonate with their customers and drive positive business outcomes. Key skills include: • Leading Voice of Customer (VoC) initiatives to capture authentic customer feedback and experiences • Translating data into compelling narratives that inspire action and strategic planning • Building strong partnerships with stakeholders to ensure research insights drive real business value • Designing and managing end-to-end research projects that deliver meaningful customer understanding • Creating engaging presentations and dashboards that make data accessible and impactful • Using advanced analytics and AI to identify and track emerging trends and opportunities• Qualtrics, Medallia, SPSS, QResearch, VoxPopMe
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