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Author of the Value Experience System
Roberto Madruga, creator of VXS
Executive leader, pioneer, and visionary in CX, CS, and EX
Roberto Madruga is one of today's leading experts and most sought-after leaders. His work is based on a cycle of excellence that starts with in-depth study of new scientific methodologies, turns them into easy-to-understand methods, generating trust and credibility. He then trains executives and implements changes directly within companies, ensuring structure and cadence in implementations with the support of his talented team, resulting in major corporate outcomes.
It's this intense journey, blending research and hands-on practice at companies, that makes him recognized as a leader, pioneer, and one of the leading experts in Customer Experience (CX), Customer Success (CS), Employee Experience (EX), Business Strategy, and, more recently, Artificial Intelligence (AI) applied to management.
As CEO of Conquist, he has led a successful track record that includes more than 1,600 projects across more than 600 companies, establishing him as one of the country's most influential and sought-after consultants and mentors. His work spans multiple sectors of the economy, including Services, Technology, Manufacturing, Agribusiness, Government, Nonprofit, and Retail. His clients include Banco do Brasil, Bradesco, BNDES, Porto Seguro, Ambev, ArcelorMittal, ZEISS, Renault, Ipiranga, Raízen, Supergasbras, Petrobras, Enel, Energisa, Carrefour, O Boticário, Natura, Suzano, Cisco, Unimed, Rede D'Or, FGV, Senai, Senac, Totvs, Rede Globo, TIM, and Vivo, among many others, from startups to megacorporations.
As founder of The Customer Summit, Madruga created an international ecosystem of events, communities, and awards dedicated to fostering excellence in Customer Experience, Customer Success, and Employee Experience, both nationally and internationally.
Best-selling author, Ph.D., renowned speaker and educator
With a career marked by transformative results, Roberto Madruga is a Ph.D. and an award-winning speaker and author. He is a best-selling author of 12 books, which have become required reading in the market, with his most recent publication offering an essential guide to taking the customer experience to the next level.
His solid academic background includes two undergraduate degrees (Business Administration and Design), five graduate specializations, a master's degree from FGV, and a doctorate in Management and Innovation from COPPE/UFRJ's Production Engineering program. This foundation, combined with his experience as a professor at prestigious institutions and companies such as USP, FGV, UFRJ, Conquist, IBMEC, and PUC, has given him a rare distinction in the market, combining deep scientific knowledge with hands-on expertise in implementing projects.
As a visionary in education, Madruga created the first Certification in CX and CS and launched the first MBA in CX and EX in Latin America, both established as landmark successes. He also co-coordinates the pioneering International MBA in Digital Marketing, Customer Experience, and Innovation in Europe, further expanding his global influence.
International scientific articles
- From IFCX to CXMMI: Validation and Evolution of a Customer Experience Management Maturity Model (IEEE Access, 2024)
- Comparing and Contrasting Customer Success Management and Relationship Marketing (Cogent Business and Management, 2024)
- The Customer Success Community: An Exploration of Nonfirm Epistemic Communities and Their Influence on a New Sales Practice (Journal of International Marketing, 2024)
Executive articles and e-books at conquist.com.br.
From reviewing your customer research to building a valuation ambassadors program, with the method's creator and the Conquist team.
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