Marcelo Bitencourt Superintendent of Customer Experience and Communication

CNP Seguros Holding Brasil, through Caixa Seguradora, operates in Brazil offering life, residential, homeowners, mortgage-related, credit protection, rural insurance, capitalization, and pension products, with strong nationwide presence via Caixa Econômica Federal channels and a focus on accessible financial protection, scale, and operational solidity.

Briefly describe the nominated individual: history and past performance (up to 1,250 characters):

Marcelo Bitencourt is Superintendent of Customer Experience and Communication at CNP Seguros Holding Brasil, with more than 20 years of experience in customer service operations, communication, and CX transformation.

His leadership became especially relevant in 2023, when the organization faced a critical challenge: three disconnected outsourced service operations, operating with isolated systems, misaligned metrics, and fragmented cultures, resulting in a poor customer experience in highly sensitive moments, reflected in an NPS of 48.9 and a "regular" reputation on Brazil's main public complaints platform.

In response, Marcelo led a structural transformation, treating empathy not as a personal trait, but as a leadership discipline embedded in governance and decision-making. He unified operations, aligned cultures, and implemented a consistent listening and execution model that connected frontline insights to executive decisions.

His performance is reflected in sustained results. Between 2022 and 2025, NPS increased from 48.9 to 77.3, placing the operation in the global Top 5% of the insurance sector. CSAT reached 96%, Customer Effort Score rose to 91.7%, and sensitive complaints were reduced by 76%, while repeat contacts fell by 75%.

This leadership model was later stress-tested during the 2024 floods in Southern Brazil, when Marcelo led the organization's response under extreme operational pressure, ensuring dignified support for 7,824 families and the processing of BRL 228 million in claims, while maintaining NPS above 70%.

Recognized with 19 industry awards over the past two years, Marcelo represents a leadership approach that transforms empathy into structure, consistency, and sustainable impact.

Outline the nominee's achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters):

Since July 1, 2023, Marcelo Bitencourt has led a structural transformation that repositioned empathy as a core leadership discipline within CNP Seguros Holding Brasil, generating measurable and sustainable impact for customers, employees, and the business.

His primary achievement was the unification of three previously disconnected outsourced service operations. Marcelo aligned cultures, metrics, systems, and service standards, replacing fragmented decision-making with a single operating model grounded in structured listening and governance. This transformation was enabled through initiatives such as CX Maps, the N.I.N.J.A culture, and Expertise360, translating empathy into daily routines, leadership behaviors, and consistent frontline execution.

As a result, customer experience indicators improved steadily. Between 2023 and 2025, Net Promoter Score increased from 48.9 to 77.3, placing the operation among the Top 5% globally in the insurance sector. Customer Satisfaction reached 96%, Customer Effort Score rose to 91.7%, sensitive complaints decreased by 76%, and repeat contacts were reduced by 75%.

Marcelo also led a pioneering inclusive innovation with the launch of the first real-time LIBRAS (Brazilian Sign Language) service in the insurance sector, transforming regulatory compliance into a human-centered competitive advantage and expanding access to millions of hearing-impaired customers.

This leadership model was decisively validated during the 2024 floods in Southern Brazil, when Marcelo guided the organization through extreme operational pressure, ensuring dignified support for 7,824 families, processing BRL 228 million in claims, and maintaining NPS above 70% throughout the crisis.

Together, these achievements demonstrate Marcelo's ability to translate empathy into governance, scalability, and resilient performance.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

The achievements led by Marcelo Bitencourt are unique and significant because they represent a structural and sustainable shift in how empathy is applied to customer experience leadership in the insurance sector - not as isolated initiatives, but as an operating discipline embedded into governance, decision-making, and frontline execution.

From a historical perspective, the transformation is clear. In 2022, CNP Seguros Holding Brasil operated with fragmented service structures, high customer effort, and an NPS of 48.9. Within less than three years, the organization reached an NPS of 77.3, positioning it among the global Top 5% of the insurance industry according to Bain & Company benchmarks. Customer Satisfaction rose to 96%, more than 12 percentage points above the Brazilian market average, while Customer Effort Score reached 91.7%, indicating 23% less effort than the industry benchmark.

Compared to other players in the sector, these results stand out not only for their level, but for their consistency across multiple indicators. The simultaneous reduction of 76% in sensitive complaints and 75% in repeat contacts demonstrates systemic efficiency and definitive resolution - outcomes that are rarely achieved together in complex, high-volume insurance operations.

The uniqueness of this achievement also lies in Marcelo's ability to scale empathy. The unification of three outsourced service operations into a single governance model, combined with structured listening mechanisms and initiatives such as CX Maps, the N.I.N.J.A culture, and Expertise360, transformed empathy from an abstract value into repeatable routines and measurable performance. In addition, the launch of the first real-time LIBRAS (Brazilian Sign Language) service in the insurance sector converted regulatory requirements into a human-centered competitive advantage, expanding access for millions of hearing-impaired customers.

Finally, this model proved truly distinctive when tested under extreme conditions during the 2024 floods in Southern Brazil. While major crises typically lead to sharp declines in service quality and customer trust across the industry, CNP Seguros Holding Brasil sustained NPS levels above 70% despite operational overload and financial pressure.

This resilience confirms that empathy was not situational, but structurally embedded - a level of consistency and maturity that differentiates this leadership and its results from typical industry performance.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 1,500 characters):

The supporting materials attached to this nomination provide concrete and verifiable evidence of the leadership practices, decisions, and results presented throughout this submission.

The main case document outlines the full transformation journey, from the initial fragmentation of customer service operations to the consolidation of a single governance model guided by structured listening and conscious decision-making. Charts, tables, and dashboards objectively demonstrate the evolution of key customer experience indicators - NPS, CSAT, and Customer Effort Score (CES) - as well as the reduction in sensitive complaints and repeat contacts, enabling direct comparison between the organization's past performance and current results.

The attachments also include benchmark tables based on recognized references such as Bain & Company and the American Customer Satisfaction Index (ACSI), comparing CNP Seguros Holding Brasil's performance with the Brazilian market average and with global customer experience leaders such as Apple and Amazon. These comparisons are not intended to equate different business models, but to contextualize the level of excellence achieved, demonstrating that customer satisfaction and effort indicators are aligned with world-class standards, even within the complexity of the insurance sector.

Complementary qualitative evidence is provided through a video, which illustrates leadership in practice. The audiovisual material shows Marcelo Bitencourt's active presence with frontline teams and customers, reinforcing how empathy is translated into daily decisions, leadership behaviors, and organizational culture - beyond quantitative results.

Finally, the supporting materials include records of the organization's response during the 2024 floods in Southern Brazil, with objective data on families assisted, claims processed, and service levels maintained, validating the consistency and resilience of the leadership model under extreme conditions.

Together, these materials substantiate all claims made in this nomination by combining data, benchmarks, operational evidence, and real-world leadership practices into a coherent and credible body of proof.