“Customer service is not just about solving problems; it’s about creating experiences that build lasting connections.”

Alexandra da Silva Rodrigues, the Global Head of Reservations and Customer Services at Generator is a visionary leader who is transforming the customer care landscape. With a background in law, she transitioned into the contact center industry, where she discovered a passion for customer experience, problem-solving, and operational excellence.

Her journey from legal practice to customer service leadership is a testament to her adaptability and strategic thinking. She believes in the power of technology and human interaction working in harmony to create seamless, personalized experiences.

By championing AI-driven insights, optimizing workflows, and fostering a culture of continuous improvement, Alexandra is shaping the future of contact centers—turning them into strategic hubs of engagement and business success. Her leadership is not just about enhancing efficiency; it’s about redefining customer service as an integral part of brand loyalty and growth.

From Law to Leadership

Alexandra began her professional journey as a lawyer. However, after relocating to a new country, she faced the challenge of having her legal credentials recognized. During this transition, she actively sought opportunities to remain engaged in the workforce and gain experience in a different environment. This pursuit led her to the world of contact centers.

What initially seemed like a temporary role soon evolved into a deep passion. Alexandra discovered that her legal expertise—problem-solving, negotiation, communication, and managing complex situations—was highly applicable to customer service. The fast-paced, people-driven nature of the industry captivated her, as did the opportunity toinfluence both customer experiences and business outcomes.

As she progressed, she recognized the immense potential for growth in the field, inspiring her to pursue leadership roles. Her journey has allowed her to merge her legal acumen with a customer-centric approach, ensuring compliance, resolving conflicts, and delivering exceptional service.

Global Insights in Customer Experience & Business Growth

Alexandra attributes her deep understanding of customer experience and business expansion to her international career across Europe and South America. Exposure todiverse markets has refined her perspective on customer behavior, market segmentation, and service expectations.

Customer Knowledge & Market Adaptability

Each region presents unique customer expectations. In EMEA, efficiency, digital self-service, and compliancedriven interactions are highly valued. Meanwhile, in South America and APAC, personal connections, trust-building, and flexibility play a crucial role. Recognizing these differences has enabled Alexandra to develop tailored strategies that align with varying cultural and behavioural preferences.

She has also gained expertise in customer segmentation, understanding that high-value clients expect personalized services, whereas mass-market segments prioritize speed and cost-effectiveness.

Understanding Contact Centre Dynamics Across Markets

Alexandra has observed that Contact Centre operations vary significantly by region. In Europe, advanced automation, AI-driven support, and strict SLAs ensure efficiency and regulatory compliance. Conversely, in South America and APAC, a relationship-driven approach thrives, with agents excelling in upselling, cross-selling, and handling complex customer needs.

Labor market conditions also shape agent performance. European centres emphasize structured training and multilingual skills, while South American and APAC centres focus on adaptability and scalability.

Business Generation & Growth Strategy

Her global perspective has helped her implement diverse acquisition and retention strategies. In Europe, she has leveraged data-driven insights, enhancing digital engagement and predictive analytics for churn reduction. Meanwhile, in South America and APAC, she has successfully applied relationship-based sales strategies and loyalty programs that drive long-term customer value.

By integrating these insights, Alexandra has developed customer-centric approaches that ensure seamless experiences and sustainable business growth. Her ability to navigate both structured and dynamic markets strengthens her expertise in customer experience transformation, Contact Centre optimization, and business expansion.

Excellence in Global Customer Service

Alexandra ensures exceptional customer service across diverse markets through a strategic, four-pillar approach: localized customer understanding, operational excellence, a customer-centric culture, and a sales-driven mindset. Recognizing that customer expectations and cultural nuances vary across markets, Alexandra implements localized training programs, empowering teams to tailor their service while maintaining Generator’s brand standards. By leveraging data analytics and customer feedback, she ensures a responsive approach, offering personalized recommendations and promotions that enhance guest satisfaction and drive revenue growth.

Operational Excellence & Technology

Optimizing technology-driven processes is central to her strategy. By streamlining reservations and customer service operations, she enhances efficiency while tracking sales and conversion rates across multiple channels. This enables her team to identify upselling and cross-selling opportunities, such as room upgrades and bundled experiences, directly impacting the bottom line.

Fostering a customer-first mindset, Alexandra prioritizes continuous training, feedback loops, and role-playing to maintain high service standards. She empowers frontline staff with decision-making authority, enabling them to resolve guest concerns swiftly while identifying opportunities to enhance the overall guest experience—leading to increased customer loyalty and repeat business.

Sales-Oriented Results

Aligning customer service with revenue goals, Alexandra ensures that her team remains motivated to provide outstanding service and contribute to business growth. Regular performance reviews and sales analytics drive strategic adjustments, ensuring revenue targets are met without compromising service quality.

Effective Leadership in High-Pressure, Multicultural Teams

Alexandra emphasizes key leadership strategies for managing large, multicultural teams in high-pressure environments like call centers:

• Clear Communication & Active Listening: Ensuring clarity and understanding through concise communication and open feedback.
• Cultural Sensitivity & Inclusivity: Fostering collaboration by respecting cultural differences and celebrating diversity.
• Empowering Team Members: Encouraging autonomy and trust to boost morale and accountability.
• Adaptability & Flexibility: Staying agile to navigate dynamic challenges effectively.
• Recognition & Support: Preventing burnout through encouragement, mental health resources, and stress management tools.
• Data-Driven Decision Making: Using analytics to optimize performance and resource allocation.

By integrating these strategies, Alexandra builds resilient, motivated teams that thrive under pressure while leveraging their diverse strengths.

The Power of Language & Cultural Awareness

Alexandra highlights the critical role of language proficiency and cross-cultural communication in thriving in international environments. Fluency in multiple languages strengthens connections with colleagues and clients, fostering trust and meaningful relationships. Understanding cultural nuances ensures clear, effective communication, reducing misunderstandings and enhancing collaboration.

Beyond language, adapting communication styles to different cultural contexts is key. Alexandra adjusts her tone, presentation, and interaction methods to align with diverse norms, promoting inclusivity and cohesion. This flexibility enables her to navigate global teams seamlessly, resolve conflicts efficiently, and cultivate a harmonious, productive work environment.

Staying Ahead in Customer Care

Alexandra ensures she stays ahead in the evolving customer care and call center industry through:

Continuous Learning: Engaging in webinars, courses, and workshops on AI, automation, and omnichannel strategies.

Industry Research: Following publications and blogs to track best practices and emerging trends.

Networking & Conferences: Connecting with industry experts at events to exchange insights and explore new advancements.

Technology Adoption: Keeping up with AI chatbots, predictive analytics, and cloud-based solutions to enhance efficiency.

Feedback Loops: Leveraging customer and team feedback to drive continuous improvement. By combining research, networking, and technology adoption, Alexandra ensures exceptional service and operational excellence in a competitive landscape.

Advice for Emerging Leaders in Customer Care

For those aspiring to build a career in customer care and contact center management, here’s my key advice:

Prioritize Empathy & Communication: Active listening and understanding customer needs foster loyalty and trust.

Balance Technology & Human Touch: Leverage AI and automation while maintaining a personalized customer experience.

Adopt a Customer-First Mindset: Align team goals with customer satisfaction metrics for better service delivery.

Develop Strong Leadership Skills: Motivate and empower teams to create a positive and high-performing environment.

Use Data-Driven Decision Making: Analyze key metrics to optimize processes and enhance customer satisfaction.

Stay Adaptable & Innovative: Embrace change, new technologies, and evolving customer behaviours to stay ahead.

Invest in Growth: Attend industry events, network, and continuously learn to refine leadership and industry knowledge. By focusing on these areas, emerging leaders can build a strong foundation for success in customer care management.

Shaping the Future of Customer Care

According to Alexandra Rodrigues, the future of customer care in contact centres is moving toward predictive, AI powered support with seamless omnichannel integration. She envisions a shift towards an experience-driven model, where automation manages routine tasks, allowing human agents to focus on complex, high-value interactions that require empathy and problem-solving.

However, Alexandra emphasizes that technology alone will not define customer experience—personalization, emotional intelligence, and a seamless customer journey will remain crucial. The key challenge will be striking the right balance between automation and the human touch to enhance both efficiency and satisfaction.

In this transformation, she sees herself playing a vital role in bridging innovation with customer-centric service. Whether through optimizing workflows, leveraging AIdriven insights, or coaching teams to deliver exceptional service, her goal is to help contact centers evolve into experience hubs.

By staying ahead of industry trends and fostering a culture of continuous improvement, she aims to shape a future where contact centres serve as strategic drivers of customer engagement and business success.