Waiting hours on the phone to solve a problem, being transferred from one agent to another without resolution or being unable to cancel a service are frustrating and common situations for many Brazilians. To improve this scenario, the SAC Act (Decree No 11.034/2022) estabeleceu regras que obrigam empresas a oferecer um atendimento mais ágil, efficient and accessible to consumers.
Now, with the most recent draft of legislation, that has been ongoing in Congress since last December, the need for prompt and effective service is reinforced, Simplifying access to channels and reducing waiting time.
Legislation determines that consumer service should be more transparent, integrated channels, accessibility for people with disabilities and, mainly, a personalized service. Companies in regulated sectors, like telephony, banks, health plans and airlines, are required to follow these guidelines.
At the height of consumer week, it is important to remember how the law obligates companies to give greater attention to those using their customer service channels. Among the main rights guaranteed by the Consumer Protection Law and its new updates, are
- Humanized servicethe consumer has the right to speak with a human representative and not be limited to chatbots or recordings;
- Cancellation without complicationcompanies should facilitate the cancellation process, without pushing obstacles or insisting on keeping the customer;
- Reduced response timeconsumer requests must be resolved within 7 days, and telephone support should be available 24 hours a day for cancellations;
- Multichannel and integrationthe consumer can start a service request through one channel such as WhatsApp and continue it through another such as phone or email without needing to repeat the information;
- Accessibility and simplified navigationwith the new agenda, the objective is that all consumers, regardless of your familiarity with technology, be able to access support channels intuitively and effectively.
For Rômulo Balga, CEO ofMaxbot, omnichannel platform specialized in customer service, legislation reflects the need for companies to adapt to the digital age and the requirement of more efficient service. Consumers are increasingly connected and demanding. If a company hinders communication or doesn't quickly resolve problems, the customer simply switches to the competition. The SAC Act guarantees that consumers have a voice and that companies are more agile and respectful in their service, explain.
Still according to Balga, Technologies like Artificial Intelligence (AI) and multichannel support can be great allies for companies to comply with the law without compromising the quality of support. Automation is a powerful tool, it needs to be used strategically, without compromising the customer experience. The secret is balancing technology with personalized service, says the expert.
In times when AI rapidly develops and, in Balga's view, many companies are giving less attention to their customer service departments, the executive makes a final appeal to brands AI in customer service is not a magic bullet. Inefficient and confusing chatbots are still a source of irritation for consumers. That's why, if you really want to offer satisfactory service, use the technology, but don't put aside the human element, highlights the Maxbot CEO.
A CX Trends 2025revealed that, currently, 69% of Brazilian consumers prefer personalized service, that takes into consideration your previous purchase history and personal preferences. The customer is increasingly demanding and new technologies present themselves as useful tools that can help managers and attendants improve the consumer experience. However, if the team is poorly prepared, She is not attentive and the service channels are disorganized, the risk of losing buyers is high. There is no technology that can cure a human failing, what is at the heart of customer service.
