A market-leading home appliances company set out to turn Customer Experience into a measurable competitive advantage. The project began with in-depth interviews with executives across multiple business areas. These conversations revealed fragmented perceptions and cultural, technological, and journey-level challenges.

From this material, we built a comprehensive CX Mind Map, capturing convergence points and dissonances across the organization. This map informed the next step: a workshop focused on consumer-behavior trends and how they reshape expectations.

The team then moved into persona modeling and real customer missions based on everyday product use. From there, we co-created the company’s CX Manifesto, a clear definition of the experience the brand wants to deliver and the decision-making principles that should guide leaders.

Among the core principles: low-effort resolution, delightful after-sales experiences, and personalization with purpose. These principles now guide prioritization, roadmap decisions, and a truly cross-functional customer view.

As a direct outcome, we proposed the creation of the CX Guardian, an AI-powered agente designed to preserve project knowledge, support leadership, and sustain the practical application of the Manifesto across initiatives and teams.

In the property and casualty insurance market, a major insurer invited us to unlock its CX ambition. We mapped activities and processes, listened to dozens of areas, and dove into the company’s decades-old “CRM-like system” — a patchwork solution that fragmented data and decision-making.

The Executive CX Mind Map made the core gap visible: a genuine desire to serve customers, but dispersed practices and MVPs that never scaled. We curated CRM vendors aligned with the complexity of the business and led workshops that resulted in concrete governance principles, an executive CX committee, a CX scorecard, and a pilot policy grounded in decision science.

The result: the foundations of evidence-based CX governance, with a clear 0–90–180– 360-day roadmap toward a customer experience that is faster, clearer, and more consistent end-to-end.

A Brazilian CX technology company wanted to evolve beyond traditional product selling and claim a clearer, more differentiated position in the private-sector market. In a landscape crowded with look-alike players, the challenge was to move away from techcentric messaging and toward a narrative anchored in value creation, experience, and measurable financial outcomes.

The project combined competitive analysis, leadership interviews, and the creation of aStrategic CX Mind Map. This revealed strong technical capabilities and proven deliverypower — strengths that were not yet converted into a compelling market narrative.From this journey, a new guiding concept emerged: “CX with ROI. AI-powered.”

AI as the engine. CX as the core discipline. ROI as the measurable outcome.

The project is ongoing, focusing on strengthening commercial pitches, aligning culture,and integrating teams to position the company as a super player in AI-driven CXsolutions.