Camila Ferreira was inducted into the CX Hall of Fame for one of the sharpest and most useful pieces of advice she has consistently given to senior CX leaders trying to get a seat at the C-suite table.
Ferreira has spent more than two decades as a CX consultant across Latin America, Europe, and the United States, including a substantial period in finance. Her advice to CX leaders is direct and unsentimental. You will not get a seat at the C-suite table by speaking CX language. The C-suite communicates in revenue, margin, capital allocation, and risk-adjusted return. CX leaders who keep translating their work into NPS gains and journey-mapping milestones get politely listened to and then ignored. CX leaders who translate their work into the language senior executives actually use get to participate in decisions.
The metaphor she uses crystallizes the argument. By the time you start speaking the language of the country you live in, many more doors open for you. The C-suite is its own country. The CX practitioner who refuses to learn the local language is choosing to remain a tourist where their own work is being decided. The work of learning finance, learning capital structure, learning what the CFO is actually optimizing for, is the work that promotes CX from departmental function to strategic input.
What earned Ferreira induction is the courage of giving advice CX leaders often do not want to hear, and giving it consistently.
Ferreira’s practice has spanned Latin America, Europe, and the United States, with current focus on advising senior CX leaders on the executive translation work required to operate at the C-suite level. Her body of work spans consulting practice, ten years inside a major financial services environment, and the cross-language work of helping CX leaders communicate effectively in financial terms. The shift her work has helped drive is a more candid public conversation about what CX leaders need to learn to be heard at the strategic level.
Recognition endorsed by The Global CX Alliance.
