Carla Fonseca
Holding a degree in Marketing and an MBA in Business Management from FGV, Carla Fonseca has over 18 years of experience in sales, channel management, customer acquisition, and development of Financial and Loyalty Products. She has worked at companies such as Atento, Credicard, and Citibank and has been with Smiles for over 10 years. She has served as CEO of Smiles since 2022. Between 2023 and 2025, she also served as CXO and CCO at GOL, leading customer experience, Sales, and Marketing areas.
Do You Really Know What Your Customer Wants?
Many entrepreneurs fail not due to lack of a good product, but because they fall so in love with the solution that they ignore the real pain of those who use it. This session dives into the critical intersection between the founder's vision and the practice of Customer Success (CS), challenging the premise that "knowing the market" is the same as understanding customer success. We will debate how to structure active listening and feedback channels that transform assumptions into actionable data, teaching leaders to decipher not only what the customer asks for, but what they actually need to achieve results. Learn to implement a CS culture that goes beyond reactive support, using customer intelligence to guide the innovation roadmap, reduce churn, and ensure that each new feature is a direct response to a perceived value, and not just more noise in the system.