In an increasingly competitive market, customer experience has shifted from being a differentiator to becoming an essential business strategy. The 2022 Retail Report, produced by Adyen and KPMG, indicates that 81% of Brazilian consumers do not return to a brand after a negative experience, highlighting the direct impact of service on customer retention. More than retaining customers, quality support also acts as a preventive defense line, reducing the volume of legal proceedings and protecting both the company’s reputation and resources. The integration between customer service and legal departments, combined with the intelligent use of technology, allows transforming potential conflicts into opportunities for improvement and regaining trust. However, achieving this level of maturity requires strategic planning, continuous investment, and overcoming organizational barriers.
The decision between maintaining an in-house consumer service or opting for outsourcing goes far beyond a simple binary choice. This decision should take into account the company’s overall 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 in-house customer service teams was highly positive. He emphasized that the close integration between customer service and legal departments not only facilitated the identification of conflict patterns but also accelerated problem resolution and strengthened legal defenses. Although outsourcing was considered in certain instances, the final decision was to keep support in-house, 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 brand reputation. Since 2014, the company has adopted a user-centered approach, with personalized initiatives such as the famous ‘WOWs’—actions that pleasantly surprise consumers. A notable case was sending ‘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 focused on customer experience show above-average revenue growth. In this context, excellence in user interaction not only increases consumer trust and satisfaction but also plays a strategic role in preventing disputes, 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, detecting trends, recurrences, and potential process failures. 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, enabling preventive interventions. However, technology alone is insufficient: without trained teams and a customer-centered culture, AI tools can amplify problems, such as generic responses that frustrate consumers. The LGPD (General Data Protection Law) also imposes requirements: user data must be managed rigorously, and integration failures can lead to fines.
Ultimately, well-structured support plays a crucial role in reducing legal proceedings and building a solid market image. The user experience is a determining factor for business success, and how a company interacts with its audience plays a fundamental role in this process. The integration between departments responsible for active listening and legal management can not only resolve issues before they become disputes but also consolidate institutional credibility. In a scenario where consumer perception is increasingly valued, investing in excellence in interactions is a worthwhile strategy.
