‘The Urgent Customer’: Nexus Panel Looks at New Direction of CX

Camila Ferreira, a Brazilian-born executive with global leadership experience in customer experience and operations, will moderate a panel on Oct. 9 at Nexus Miami on “the urgent customer” and how agility is reshaping expectations.

Bridging the Gap from Finance to CX

Ferreira, who currently serves as Founder and CEO of Rise UP, began her career in finance, spending a decade in multinational corporations before moving into operations. Her financial background gave her an advantage in bridging customer-facing initiatives with measurable business results.

“That communication back and forth between operations and finance is what helped me move faster,” she said.

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Her international career started with Groupon, where she led operations in Colombia, Peru, and Panama, then consolidated functions regionally in Chile. Later, she joined the global team in Europe, expanding her scope to Asia and the U.S. She helped redesign support centers, set global service metrics, and shift accounts from sales to operations in an effort to improve ROI — a change Groupon still uses today.

At Uber Eats, Ferreira oversaw operations during the pandemic, when the platform grew rapidly. Her focus was profitability, achieved by strengthening loyalty across consumers, restaurants, and couriers. After relocating to the U.S., she joined fintech company SpotOn, where she transformed customer support from one of the lowest-ranked in the industry to an award-winning program in less than six months.

Sharing Perspective on CX

Ferreira views CX as more than service delivery. She argues it is about building relevance in customers’ daily lives. “CX challenges the push model,” she said. “It starts with the consumer at the center. It’s not about saying the customer is always right — it’s about understanding their routine, their needs, and becoming part of their life.”

She frames success in terms of “share of life,” asking how much of a customer’s daily routine a company actually supports. That perspective guides her work in using data and AI to anticipate consumer behavior and tailor solutions.

A Panel Focused on Speed, Agility and Responsiveness

At Nexus, Ferreira will lead a discussion on speed, agility, and responsiveness in CX. She stresses that agility looks different across markets.

“American consumers do not want to waste time. They are more agnostic about the channel … than about the speed of the solution,” she said. “Here in Brazil, it’s different. People want to talk to someone.”

She points to marketing as an area where companies often misstep.

“As consumers, we delete those emails or send them to spam. But as business owners, we keep sending them. Why? Agility means asking what really matters to your customers,” she said.

Ferreira argues that cultural nuance is central to effective CX. While broad patterns exist, she says companies must also pay attention to local differences to build trust.

“The fact that we live in the same neighborhood doesn’t mean we have the same expectations,” she noted.

For Nexus attendees, her panel aims to achieve a clear-eyed look at how CX strategies need to evolve to meet urgent customer demands across regions — drawing on lessons learned from her leadership roles in Latin America, Europe, Asia, and the U.S.