“Customer service is not just about solving problems; it’s about creating experiences that build lasting connections.”
In its exclusive edition of “Top 5 Leaders Revitalizing Customer Relations in 2025, Chief Women Leaders Features Alexandra da Silva Rodrigues: Redefining Customer Experience.” Alexandra da Silva Rodrigues, Generator’s Global Head of Reservations and Customer Services, is a visionary leader transforming customer care. Trained in law, Alexandra soon after entered the contact center industry, realizing that customer experience, problem resolution, and operational excellence were her passions.
Her journey to customer service leadership from the law was an indication of her adaptive skills as an erstwhile barrister and her high-level strategic thinking. She believes technology works best when it’s combined with human interaction. An example of how technology planning can help deliver seamless personalized experiences.
With an advocate for AI insights, workflow optimization, and a culture of continuous improvement, Alexandra is shaping the new age of the contact center as a strategic engagement and business success hub. Under her leadership, the focus is to not just optimize processes but completely redefine customer service as a key pillar of brand loyalty and growth.
A lawyer by the name of Alexandra relocated to a new country, where she found it very difficult to have her credentials recognized. She turns to the contact centers to gain experience so as to have acquired her experience in a different environment. She marveled at how all her skills as a lawyer, particularly problem-solving, negotiation, and communication, could be applied in the fast-paced, people-driven customer service industry. She’s confident in the growth path and is now chasing leadership positions where she brings legal knowledge into customer-centric practice, compliance, conflict resolution, and the result-driven approach with which she approaches delivering service.
Kohila mentions that in education, AI has been the most potent ally, particularly for personalization. In AI, she can customize content for each student’s learning style, speed, and interests. When it comes to marketing, AI helps reach the right people—parents, students, and educators—with communications that deeply resonate. Thus, AI creates unique learning moments for students while, on the marketing end, helping to match families and educators with the resources that most fit their needs.
Alexandra is engaged in evaluating the differences in regional calling center systems as far as efficient operations and regulatory compliance are concerned within the European context and a relationship-driven approach in South America and APAC. She has employed different acquisition and retention techniques, using data and relationship-based sales strategies to drive sustainable business growth. Both structured and dynamic markets sharpen her expertise in customer experience transformation and optimization of contact centers.
Alexandra leads Generator’s customer service with a strategic four-pillar approach, including localized understanding, operational excellence, customer-centric culture, and sales-driven mindset. She utilizes data analytics and customer feedback to drive improvements that enhance guest satisfaction and increase revenue growth.
Alexandra’s plan centers on optimizing more of the technology-enabled processes involved in reservations and customer service, as well as the tracking of sales and conversion rates. Moreover, she has a strong commitment to such values: a customer-first mindset, continuous training, and empowering frontline staff. All of these attributes align customer service with revenue goals, driving strategic adjustments and performance reviews to meet targets without compromising the service quality.
Sayinta Alexandra lays down the principles and strategies on how to efficiently lead large multicultural teams in pressure-filled environments like that of call centers: She talks about:
- Clear and Active Communication: Ensures clarity and understanding through open feedback.
- Cultural Respect & Inclusiveness: Respecting the cultural differences and celebrating their diversity creates a collaboration.
- Empowerment of Team Members: It encourages autonomy as well as trust, ultimately encouraging morale and accountability.
- Adaptability and Flexibility: And they need to be agile to navigate the dynamic challenges successfully.
- Recognition and Support: Encourage, as well as provide mental health resources and stress management tools to prevent burnouts.
- Decision Making Based on Data: Optimizing performance and resource allocation using analytics.
Alexandra touts language and cross-cultural communication as important in international settings. She modifies her communication style based on different cultural contexts to foster inclusiveness and cohesion. With a sound customer care industry background, Alexandra actively engages in continuous learning, industry research, networking, and technology adoption.
One focus for new leaders must be empathy: essentially, these emerging leaders have to keep the human touch when administering technology; the mindset should be customer first; they should possess strong leadership skills; work with data-driven decision-making; stay flexible and agile; and invest in some form of personal growth. Alexandra envisions where contact centers become experience hubs to sustain customer engagement and ultimately drive business.
