Duda Koch

Customer Experience, Customer Success and Service Design leader with 15+ years of experience designing, delivering and scaling customer-centred experiences across B2B and B2C businesses, SaaS platforms, digital products and professional services. Proven track record in end-to-end customer journey design, customer research, Voice of Customer, behavioural and usage analytics, and service performance measurement, translating customer insights into measurable improvements in satisfaction, trust, adoption, engagement and long-term retention. Experienced in building scalable customer operating models, customer support and self-service capabilities, customer education and enablement programmes, onboarding frameworks, account engagement practices and lifecycle management.

Combines customer health scoring, journey analytics, CRM and Customer Success tooling with process optimisation, automation and operational governance to reduce friction, improve customer effort and strengthen service efficiency. Strong cross-functional leadership across Product, Technology, Growth, Marketing, Sales, Support and Operations, aligning customer needs with business strategy and service delivery. Consulting experience includes CX transformation, service blueprinting, journey redesign, segmentation and operating model development, including a global CX transformation diagnostic spanning Brazil, the United States, Mexico and Australia.

Experienced across complex organisational environments, with a focus on continuous improvement, scalable service standards and evidence-based decision-making. Master’s degree in Organisational Management and Consumer Behaviour; postgraduate qualification in Brand Management; Bachelor’s degree in Advertising and Marketing Communications. Fluent in English, with certifications in Prosci Change Management and Six Sigma Green Belt.

Senior CX Advisor - Koch Partners - Porto Alegre, Brazil

(2025)

• Advise and co-design CX, Customer Success and service-operations transformations for B2B and B2C organisations, connecting customer insight to journeys, operating models, governance, retention and measurable business outcomes.
• Build customer journey maps, service blueprints, segmentation and Health Score models, lifecycle playbooks, dashboards and prioritised implementation roadmaps; use automation and AI-enabled workflows to accelerate analysis and operational execution.
• Selected client work includes Quanta Previdência, FRST/Falconi, ClearSale, Wier, Sebrae Minas, Tá de Clinicagem, FC Análise, Arcos, Simplo 7 and Wellon, spanning journey architecture, Health Score, service blueprinting, CX transformation, operating models and retention roadmaps.

Director of Customer Experience - Contato Seguro - Brazil

(2025 - 2025)

• Led Customer Experience, focusing on customer-facing experience and the alignment between customer needs, service processes and operational delivery.

Director of Customer Success - Elofy | Zucchetti Group - Porto Alegre, Brazil

(2023 - 2025)

• Improved Net Revenue Retention by 10% within 12 months and reduced post-onboarding churn by 20% through a redesigned first-90-day customer journey.
• Raised NPS by 18 points to 75; generated approximately R$180K in expansion revenue within six months and led a six-person team across CSM, onboarding and CS operations.
• Built Health Score models, proactive risk alerts, lifecycle playbooks, a hybrid high-touch/tech-touch coverage model and the Elofy University customer education programme, contributing to a 30% increase in advanced-feature adoption.

Director of Customer Success - Porter Group - Florianópolis, Brazil

(2022 - 2023)

• Reduced MRR churn by 24% in 12 months, increased ARPA by 17%, improved cross-sell conversion by 20% and monthly active users by 15%, and cut support tickets by 30%.
• Led 11 professionals across Enterprise, Mid-Market, SMB, onboarding, expansion and operations; implemented Health Score, Customer Education and Voice of Customer practices to link customer insight to product and service improvements.

Co-Founder & COO - Sales Hackers - Brazil

(2018 - 2022)

• Co-founded and operated a Customer Success and growth consultancy serving 50+ B2B companies; led strategy, operations, sales, marketing, finance, people and business development.
• Scaled ARR from approximately R$300K to R$3.7M and the team from 9 to 25; increased NPS from 15 to 74, developed a franchise model with 15 consultants and 6 franchisees, and completed an M&A transaction in 2022.

Partner Customer Success Coordinator - RD Station - Florianópolis, Brazil

(2017 - 2018)

• Led a 29-person Partner Customer Success organisation; expanded the active partner base from 250 to 400 and increased annual revenue generated by active partners by 38%.
• Reduced partner inactivity by 22% through segmentation, partner journeys, enablement and re-engagement; developed the Partner Evolution Programme and a Single Partner View dashboard connecting Sales, Marketing, Customer Success and Support data.

Customer Success Coordinator - TOTVS - Porto Alegre, Brazil

(2016 - 2017)

• Reduced customer churn from 11% to 2% in 12 months, increased adoption of critical product features by 20%, and reduced activation time from 45 to 25 business days.
• Created a scalable low-touch Customer Success model, introduced Health Score in CRM/SenseData, managed five CSMs, redesigned Sales-to-Onboarding handoffs and built segmented digital adoption journeys.

Planning, Consumer Research & Brand Strategy - Multiple agencies and consultancies - Brazil

(2008 - 2017)

• Built the research and human-centred foundation of the career across Agência Matriz Brasil, Grupo Consumoteca, Tátil Design and G5/Competence, combining communication planning, consumer ethnography, behavioural research, brand strategy and customer experience.
• Worked with retail and consumer brands including Volpato, TIM, Paquetá and Panvel; researched consumption subcultures and translated findings into positioning, communication strategy and experience design.

Master’s degree - Organisational Management and Consumer Behaviour

Postgraduate qualification - Brand Management

Bachelor’s degree - Advertising and Marketing Communications