The future of customer service in the Teleservices sector: purposeful technology with people at the center

For many years, the Teleservices sector carried the image of being obsolete. It was common to associate it with heavy operations, focus only on volume and low innovation. But this vision was left behind. What we see today is an accelerating evolving sector, driven by cutting-edge technology, new operating models and, above all, a new look at the customer experience.

The point is simple, direct and unequivocal: either we have evolved, or we have lost space. The current consumer, much more connected and equipped with information than previous generations, no longer tolerates time-consuming responses, cast processes or lack of customization. He seeks fluidity, speed and empathy. And this is only possible with the support of intelligent platforms, generative AI, real-time data and informed decisions.

There is a recurring discourse that technology will replace attendants.And, in fact, figures such as Sam Altman, CEO of OpenAI, have already warned that call center professionals are among the most susceptible to the changes brought by artificial intelligence.But this finding should not paralyze us. On the contrary: it should serve as a warning to anticipate ourselves with strategy and responsibility.

McKinsey published a recent study showing that the use of AI in customer service operations can increase agent productivity by up to 35%, especially in repetitive and low-complexity interactions.Moreover, the same research highlights that the greatest gains are realized when people are trained to use these tools as extensions of their intelligence, not as substitutes.

Here I draw attention to the essential role of training our professionals. They must master the use of analytical tools, understand dashboards deliver this level of preparation is not just an operational requirement; it is an ethical and strategic posture, because it respects the value of human work and delivers more to the customer.

An engine of this shift has been Business Transformation Outsourcing (BTO), which consolidates itself as the new axis of our sector. Unlike traditional BPO, which focused on execution and cost reduction, BTO acts in the real transformation of the business. It combines technology, data analysis and consultative vision to create operations that are, at the same time, efficient, human and customer-centric.

The Brazilian digital transformation market, which includes strategic solutions such as BTO, handled about US$ 17 billion in 2024 and is expected to grow at a rapid pace in the coming years.These numbers reinforce the potential for transformation that we have before us.

Beyond just reducing costs, companies that embrace this model are continually improving the customer journey, integrating channels, anticipating needs, and creating stronger bonds with their audiences.

With BTO, we can operate with real-time data and insights, empower agents with intelligent tools, and redesign processes, while simultaneously making the work of agents more meaningful.

Technology with Empathy

It is tempting to look at technology only as a way to cut costs, but if that is the only logic, we will lose the essence of what we build as a sector: the commitment to listening, to the human bond, to solving real problems.

Technology needs to be at the service of the customer experience, and this involves empathy, emotional intelligence, and the ability to adapt the conversation to the moment and profile of those on the other side.No robot, no matter how trained, will completely replace this type of connection.

Therefore, it is our role as leaders to ensure that technology is implemented ethically, responsibly and with a focus on human value. This means prioritizing customer delight, investing in the people who serve it, and using digital tools as accelerators of excellence.

The service sector is increasingly aware of these needs of consumers, proving increasingly necessary in people's lives. With the support of the right technology and well-prepared professionals, we can not only solve demands, but create experiences that retain, delight and add value.

The future of our industry is not about replacing people with machines.      

* Gustavo Faria is executive director of the Brazilian Association of Teleservices (ABT).