Fanacht uaireanta ar an gcallaire chun fadhb a réiteach, 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.
Anois, with the most recent draft of legislation, that is ongoing in Congress since last December, the need for prompt and effective service is reinforced, simplifying access to channels and reducing waiting time.
The legislation determines that consumer service provisions must be more transparent, with integrated channels, accessibility for people with disabilities and, príomhaíocht, a humane treatment. Companies in regulated sectors, as telecommunications, bancanna, health plans and airlines, must follow these guidelines.
During consumer week, 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, tá siad
- Seirbhís daonnaithethe consumer has the right to speak with a human representative and not be limited to chatbots or recordings;
- Cancellation without hasslecompanies 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 an interaction through one channel (like WhatsApp) and continue it through another (like 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 deMaxbot, omnichannel customer service platform, the 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, míníonn.
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 support quality. Automation is a powerful tool, must be used strategically, without compromising customer experience. The secret is to balance technology with personalized service, deir an saineolaí.
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. Chatbots inefficient and confusing remain a source of irritation for consumers. Mar sin, if you really want to offer satisfactory service, use the technology, but don't put aside the human element, highlights the Maxbot CEO.
ATreochtaí CX, 2025revealed that, faoi láthair, 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. Mar sin, 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.
