In an increasingly competitive market, customer experience has ceased to be a differentiator and has become an essential business strategy. The 2022 Retail Report, produced by Adyen and KPMG, indicates that 81% of Brazilian consumers do not return to purchase from a brand after a negative experience, highlighting the direct impact of customer service on loyalty. More than retaining clients, quality support also acts as a preventive line of defense, 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 rebuilding trust. However, reaching this level of maturity requires strategic planning, continuous investment, and overcoming organizational barriers.
The decision to maintain an internal customer service or opt 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 the customer experience. In an interview, Vinicius Sala, an executive and lawyer with extensive experience in compliance, shared that his experience with internal support teams was highly positive. He highlighted that the close integration between the customer service and legal departments not only facilitated the identification of conflict patterns but also accelerated problem resolution and strengthened legal defenses. Although, on certain occasions, outsourcing has been considered, the final decision was to keep the support in-house, valuing the proximity, agility, and strict 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 notable case was the sending of "dog cards" to clients who reported damages 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 customer experience-focused companies 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 litigation, highlighting the tangible 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, recurring issues, and potential process failures. With this information in 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-centric culture, AI tools can amplify problems, such as generic responses that irritate consumers. The LGPD (General Data Protection Law) also imposes requirements: user data must be managed rigorously, and integration failures can lead to fines.
Ultimately, a well-structured support plays a crucial role in reducing legal processes and building a solid image in the market. User experience is a key factor for business success, and the way the company interacts with its audience plays a fundamental role in this process. The integration between the departments responsible for active listening and legal management can not only resolve issues before they become litigation but also strengthen institutional credibility. In a scenario where consumer perception is increasingly valued, investing in excellent interactions is a strategy that is worth it.
