Márcia Figueiredo Roggerio

I led the entire Customer Service organization at Hughes, overseeing more than 500,000 monthly customer interactions across an omnichannel environment, including Contact Center, Retention & Collections, Churn Management, Customer Satisfaction, Telemarketing, Campaigns, and Service Assurance. My mission was to deliver exceptional customer experiences while driving operational efficiency and financial results. Key Contributions & Achievements: Digital Transformation: Restructured digital support channels (self-service portals, chatbots, WhatsApp, and social media), implementing AI-driven solutions that boosted adoption, reduced handling costs, and improved customer satisfaction. Strategic Cost Management: Held full P&L accountability, optimizing cost per contact and cost per subscriber while preserving high service quality. Operational Efficiency: Applied PDCA methodology to redesign critical processes, reinforce SLA governance, reduce churn, increase service adoption, and drive early renewals. Vendor & Contract Leadership: Led a strategic RFP for outsourced Contact Center operations, resulting in a new partner contract that generated R$5.4M in annual savings and enhanced service delivery. Customer Success & Loyalty: Developed loyalty programs, success stories, and executive reviews that raised NPS and turned clients into promoters. Cross-Functional Collaboration: Partnered with Marketing, Engineering, IT, and Field Services to reinforce ROI perception, strengthen engagement, and enable long-term retention. Regulatory Affairs: Acted as the executive liaison with Anatel (Brazilian National Telecommunications Agency), ensuring compliance and alignment with best practices. This role allowed me to combine strategic leadership, metrics, digital innovation, and a customer-centric mindset to deliver measurable results in efficiency, retention, and satisfaction — while building long-term value for both the company and its clients.

I was responsible for leading B2B customer relationships, inside sales, and support operations at HP, with full accountability for the customer lifecycle — from onboarding to renewal and expansion. My role was fully aligned with HP’s global strategies, with a strong focus on revenue growth, operational efficiency, and long-term customer loyalty. I managed operations across Brazil, Argentina, Colombia, and Mexico, defining KPIs and ensuring operational excellence across diverse markets. Key Contributions & Achievements: Customer Lifecycle Management: Led B2B Contact Center operations, ensuring engagement, retention, renewal, and expansion, while driving KPIs such as CSAT, NPS, Health Score, and revenue growth. Revenue Growth: Designed and implemented cross-selling and up-selling initiatives, aligning customer needs with HP’s portfolio to generate incremental revenue and strengthen long-term partnerships. Operational Efficiency: Reduced SLA for SMB customer requests from 5 to 1 day (–90%), contributing to a company-wide improvement from 7.5 to 2 days. Digital Transformation & CRM: Successfully led complex CRM migrations (Pivotal, Siebel, and Microsoft Dynamics) with zero customer impact, ensuring business continuity and stronger process integration. Industry Segments: Delivered tailored solutions and support for SMBs, Government, Financial Services, Telecom, and Utilities, adapting strategies to each sector’s unique needs. Government Accounts Retention: Implemented proactive retention programs using automation and BI, reducing complaints by up to 40% and securing multi-year contract renewals. Financial Management & Culture: Oversaw the annual B2B budget, monitored P&L, and presented performance reports aligned with global strategy, while fostering a high-performance culture across strategic accounts. This role gave me a comprehensive view of the Latin American and reinforced the importance of aligning technology, processes, and human relationships.

Managed the HP Project with 120 agents, overseeing B2C and B2B requests (sales, order tracking, collections, chat, and post-sales support) and Partner Support. Ensured financial health of the project while maintaining high customer satisfaction. Key Responsibilities & Achievements: Led operations for B2C & B2B customers, ensuring seamless service and satisfaction. Managed financial planning and project performance reporting. Implemented capacity planning, scheduling, and operational processes. Directed team training, retention, and motivational initiatives. Monitored KPIs and service quality, focusing on operational efficiency and customer satisfaction.

Oversaw Microsoft B2C and Partner Support operations, responsible for Call Center KPIs, social media, budget, account profitability, results presentation, and audits. Key Responsibilities & Achievements: Managed planning, infrastructure, BI, marketing campaigns, customer segmentation, training, and quality. Received 2 awards (national and international) for “Management and Control” excellence. Led teams to meet KPIs and improve customer satisfaction across multiple channels.

I was hired to build Tess's B2B and B2C operations in Brazil from the ground up, in a fast-growing telecom market. I designed and scaled teams, processes, and tools to establish a solid foundation for customer support, retention, and sustainable growth. Key Contributions & Achievements: Built from scratch: launched and scaled the B2B operation, creating dedicated support and retention processes for corporate clients; expanded the center to 500+ agents, also covering B2C accounts. Churn reduction & loyalty: reduced corporate account churn by 15% year-over-year through targeted retention programs and CRM-driven processes. Revenue growth: developed campaigns and telemarketing programs that increased cross-sell in enterprise accounts, boosting recurring revenue. Operational excellence: partnered with field operations to improve SLA compliance, reducing installation and repair times for strategic clients. Performance management: established KPIs tailored to B2B satisfaction, enhancing the corporate customer experience. Leadership & culture: managed hiring, training, CRM tool approval, traffic planning, scheduling, collections, retention, and support. Partnered with HR to design career paths for agents and supervisors, fostering engagement and high-quality delivery. This experience strengthened my ability to build complex operations from the ground up, aligning people, processes, and technology to enhance customer experience and sustain business growth.

Acted in the B2C “startup” of Brazil, responsible for building the customer service operation from scratch, including hiring and training agents, team structuring, CRM tools homologation, front desk, and capacity planning. Oversaw Collection, Retention, and Customer Support operations. Key Responsibilities & Achievements: Defined KPIs for operational excellence, including First Call Resolution, Turnover, Abandon Rate, BCP Plan, and Customer Satisfaction. Implemented structured processes to ensure high-quality customer service delivery. Built and led teams focused on efficiency, customer retention, and service excellence.

Deep analysis of different types of consumer behavior. Through a pioneering approach in the area of ​​Market, employing concepts of psychology, sociology and neurosciences as pillars in understanding the peculiar behaviors of B2B and B2C customers.