In an increasingly competitive market, customer experience has ceased to be a differential to become an essential business strategy. The Retail Report 2022, produced by Adyen and KPMG, indicates that 81% of Brazilian consumers do not return to buy from a brand after a negative experience, highlighting the direct impact of service on loyalty. More than just retaining customers, quality support also acts as a preventive defense line, reducing the volume of legal processes and protecting both the company’s reputation and resources. The integration between customer service and legal areas, combined with intelligent use of technology, allows potential conflicts to be transformed into improvement opportunities and reconquest of trust. However, achieving this level of maturity requires strategic planning, continuous investment, and overcoming organizational barriers.
The decision between maintaining an internal customer service or opting for outsourcing goes far beyond a simple binary choice. This decision must take into account the overall company strategy, the complexity of the products offered, and above all, the priority given to customer experience. In an interview, Vinicius Sala, an executive and lawyer with extensive experience in compliance, shared that his experience with internal service teams was highly positive. He emphasized that the close integration between the customer service and legal sectors not only facilitated the identification of conflict patterns but also accelerated problem resolution and strengthened legal defenses. Although, in certain occasions, outsourcing was considered, the final decision was to keep the support internally, valuing the proximity, agility, and rigorous quality control provided by this model.
Nubank is an emblematic example of how well-structured customer service can mitigate legal risks and strengthen the brand’s reputation. Since 2014, the company has adopted a user-centered approach, with personalized initiatives such as the famous “WOWs” – actions that positively surprise the consumer. A striking case was the sending of “dog cards” to customers who reported damage caused by their pets, a creative solution that generated high engagement and reduced the number of formal complaints. According to a Forrester study, about 40% of companies focusing on customer experience show revenue growth above average. In this context, excellence in user interaction not only increases consumer confidence and satisfaction but also plays a strategic role in preventing litigation, demonstrating the concrete benefits of a truly user-centered organizational culture.
Technology, especially through artificial intelligence (AI), further enhances this integration. AI tools can analyze large volumes of data from support channels, detect trends, recurrences, and possible process flaws. With this information at hand, the company gains agility in decision-making and can implement corrective actions more effectively. For example, the Brazilian delivery company iFood uses AI to monitor complaints in real time, allowing for preventive interventions. However, technology alone is insufficient: without trained teams and a customer-centric culture, AI tools can amplify problems, such as generic responses that annoy consumers. The LGPD (General Data Protection Law) also imposes requirements: user data must be managed rigorously, and integration failures can lead to fines.
In the final analysis, well-structured support plays a crucial role in reducing lawsuits and building a solid market image. User experience is a determining factor for business success, and how the company relates to its audience plays a fundamental role in this process. The integration between the departments responsible for active listening and legal management can not only solve problems before they become lawsuits but also consolidate institutional credibility. In a scenario where consumer perception is increasingly valued, investing in excellent interactions is a strategy worth pursuing.
