Sara Caldwell: Customer Insights - The Roadmap to Resonant Solutions artwork
Science of CX

Sara Caldwell: Customer Insights - The Roadmap to Resonant Solutions

  • S4E215
  • 32:16
  • February 23rd 2024

Sara Caldwell is the Global Head of Customer Success and Experience at Dovetail, where she brings a wealth of experience in customer service, gleaned from her tenure at Asana, Reforge, and Neverwhere. 

With a passion for nurturing young talent, Sara volunteers at universities and Breakthrough Consortium, empowering underrepresented students on their journey to college. 

An advocate for female representation, Sara often speaks at events about women in tech and customer service, highlighting how women can amplify the customer's voice and ensure a delightful user experience tailored to diverse business needs. 

With her diverse background and multifaceted approach, Sara champions the importance of customer-centricity, aiming to bridge the gap between customer insights and product development. 

Through her work, she strives to enhance the quality of every interaction and decision, fostering business growth and customer satisfaction.

Key Takeaways

1. Customer-Centricity is Key: Sara emphasizes the importance of understanding the customer's perspective at every touchpoint in the business, from initial interaction to retention, to drive business success.

2. Democratization of Research: There's a shift towards involving everyone in the organization in customer research, blurring the lines between formal research teams and informal customer conversations, leading to a more collaborative approach to understanding customer needs.

3. Early Integration of Research in Decision-Making: Incorporating customer research early in the product development process helps avoid costly mistakes. 

4. Centralized Data for Informed Decision-Making: Utilizing tools like Dovetail enables companies to consolidate customer data into a centralized repository, facilitating data-driven decision-making and streamlining research processes for more efficient outcomes.

5. Continuous Learning and Adaptation: Building a culture of continuous learning and adaptation based on customer feedback is crucial for staying agile and responsive to evolving customer needs. 


[00:06:12] Sara shares insights on the shifting landscape of customer research, emphasizing the democratization of research processes and the importance of involving all stakeholders in understanding customer needs.

[00:12:45] The early integration of customer research in product development, highlighting its role in mitigating risks down the line. 

[00:18:20] Sara discusses the significance of centralized data platforms like Dovetail in streamlining research processes and enabling data-driven decision-making across organizations.

[00:25:03] The conversation concludes with Sara underscoring the importance of fostering a culture of continuous learning and adaptation based on customer feedback to drive business growth and enhance customer satisfaction.


1. "Customer research is about fostering empathy and understanding to drive meaningful business outcomes."

2. "Early incorporation of customer feedback guides you towards creating resonant solutions."

3. "Embrace diverse perspectives within your organization for innovative customer insights."

4. "Continuous learning from customer feedback is crucial for sustainable business growth."

Connect with Sara

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