Waiting hours on the phone to resolve a problem, being transferred from one attendant to another without a solution or being unable to cancel a service are frustrating and common situations for many Brazilians. To improve this scenario, the SAC Law (Decree No. 11.034/2022) estabeleceu regras que obrigam empresas a oferecer um atendimento mais ágil, efficient and accessible to consumers.
Now, with the latest draft of the legislation, that has been underway in Congress since December of last year, the need for quick and effective service is reinforced, simplifying access to channels and reducing waiting time.
The legislation requires that consumer service operations must be more transparent, with integrated channels, accessibility for people with disabilities and, mainly, a humanized service. Companies in regulated sectors, like telephony, banks, health plans and airlines, are required to follow these guidelines.
In the midst of consumer week, it is important to remember how the law requires companies to pay more attention to those who will use their customer service channels. Among the main rights guaranteed by the SAC Law and its new updates, are
- Humanized carethe consumer has the right to speak with a human representative and not be limited to chatbots or recordings;
- Cancellation without hasslecompanies should make the cancellation process easier, without pushing obstacles or insisting on keeping the customer;
- Reduced response timeconsumer requests must be resolved within 7 days, and the telephone service must be available 24 hours a day for cancellations;
- Multichannel and integrationthe consumer can start a service through one channel (like WhatsApp) and continue through another (like phone or email) without having to repeat the information;
- Accessibility and simplified navigationwith the new draft, the goal is that all consumers, regardless of your familiarity with technology, manage to access the service channels in an intuitive and effective way.
For Rômulo Balga, CEO ofMaxbot, omnichannel platform specialized in customer service, the legislation reflects the need for companies to adapt to the digital age and the demand for more efficient service. Consumers are increasingly connected and demanding. If a company hinders communication or does not resolve issues quickly, the customer simply switches to the competition. The SAC Law ensures that the consumer has a voice and that companies are more agile and respectful in their service, explain.
Still according to Balga, technologies such as 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, but it needs to be used strategically, without harming the customer experience. The secret is to balance technology with humanized service, says the expert.
In times when AI is developing rapidly and, in Balga's view, many companies are paying less attention to their customer service departments, the executive makes a final appeal to brands: “AI in customer service is not a magic pill. Inefficient and confusing chatbots are still a source of irritation for consumers. Therefore, if you really want to provide satisfactory service, use the technology, but do not overlook the human aspect, highlights the CEO of Maxbot.
ACX Trends 2025revealed that, currently, 69% of Brazilian consumers prefer personalized service, that takes into account your previous purchase history and personal preferences. The customer is becoming increasingly demanding and new technologies are emerging as useful tools that can help managers and attendants improve the consumer experience. However, if the team is poorly prepared, 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 failure, what is the core of customer service.
