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How Humanized Leadership Transformed Petronect’s Relationship with Petrobras Clients, Generated Concrete Results, and Brought Brazil to the Stage of the “Business Oscars”
Empathy, for a long time treated merely as corporate rhetoric, has gained status as a proven and globally recognized strategy. This was the path taken by Samuel Souza, Administrative and Relationship Director of Petronect, who has just won the Gold Trophy at The Stevie® Awards for Sales & Customer Service, one of the most prestigious awards worldwide when it comes to excellence in service, customer experience, and relationships.
The official ceremony will take place in New York on March 5, gathering global leaders who have excelled in transforming the relationship between companies and clients. However, the recognition goes beyond a trophy. It symbolizes a strategic turnaround in one of Brazil’s largest B2B marketplaces, directly connected to the Petrobras System.
This information was disclosed by Petronect’s institutional channels and official announcements from The Stevie® Awards, as per records from the international organization responsible for the award.
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Empathy Applied to Management During One of the Company’s Most Critical Moments
Samuel Souza took over as director of Petronect in 2020, precisely during the most turbulent period in the company’s recent history. While the world was grappling with the Covid-19 pandemic, Petronect was dealing with the instability caused by the news of the termination of the contract with Petrobras, its main client.
In light of this scenario, the strategic decision was not just operational. On the contrary, Samuel chose to place people at the center of management. Empathy ceased to be an abstract concept and began to guide practical decisions, internal communication, and, above all, relationships with clients and partners.
Meanwhile, service evolved. Active listening became routine. Furthermore, innovation was driven by user experience. Consequently, the marketplace ceased to operate solely as a transactional platform and assumed a more consultative, close, and strategic role.
According to an assessment by The Stevie® Awards, Samuel’s performance represented “an inspiring story of how leaders with experience and vision can transform businesses into the future.” For this reason, he was recognized as Customer Empathy Advocate of the Year, a category recently created to honor leaders who convert empathy into real results.
International Recognition and Direct Impact on Petronect’s Results
Samuel Souza, Relationship Director of Petronect
(Disclosure/Press Office Petronect)
The award places Samuel Souza among the two only Brazilian professionals recognized individually in categories related to customer service and relationship. Nevertheless, the impact of this recognition goes far beyond the executive figure.
Petronect, which faced a threatened future, not only maintained its operations but became stronger. What was previously projected to end in 2023 gained continuity thanks to the results achieved throughout this transformation process.
Currently, the company continues as the official purchasing and contracting portal of the Petrobras System. In addition, it intermediates thousands of processes every year and accumulates dozens of national and international awards linked to innovation, governance, and customer experience.
In 2024, Petronect recorded over 80 thousand purchasing processes conducted by Petrobras, with 37 thousand Petrobras users and 182 thousand registered companies on the platform. These figures reinforce that empathy applied to management also generates efficiency, scale, and measurable results.
What the Award Reveals About the Future of Service and Leadership
The Stevie® Awards, often referred to as the “Business Oscars,” evaluate criteria such as real impact, innovation, measurable results, and sustainable transformation. In this context, the award received by Petronect signals a clear shift in the market: companies that prioritize people build lasting competitive advantage.
In celebrating the achievement, Samuel made a point to share the recognition with the entire team. According to him, no transformation happens in isolation. On the contrary, it requires trust, alignment, and collective purpose.
“Connected people build tomorrow,” highlighted the director while thanking the Petronect team.
Finally, the case shows that empathy is not a weakness. On the contrary, when applied strategically, it becomes one of the most powerful assets for companies that wish to grow, innovate, and remain relevant in an increasingly demanding market.
In your opinion, is empathy still seen as rhetoric in companies, or has it become a real strategy for growth and results?
Mais um “Oscar” pro Brasil!!! Parabéns, Samuel!
Artigo maravilhoso! Parabéns Samuel 👏🏻👏🏻