Waiting on the phone for hours to resolve an issue, being transferred from one agent to another without a solution, or not being able to cancel a service are frustrating and common situations for many Brazilians. To improve this scenario, the SAC Law (Decree No. 11,034/2022) has established rules that require companies to offer consumers a more agile, efficient, and accessible service.
Now, with the latest draft of the legislation, which has been in progress in Congress since December of last year, the need for quick and effective customer service is reinforced, simplifying access to channels and reducing waiting time.
The legislation mandates that consumer service must be more transparent, with integrated channels, accessibility for people with disabilities, and above all, a humanized service. Regulated sectors companies, such as telecommunications, banks, health plans, and airlines, are required to follow these guidelines.
In the midst of the consumer week, it is important to remember how the law obliges companies to pay more attention to those who will be using their customer service channels. Among the main rights guaranteed by the SAC Law and its new updates are:
- Humanized service: the consumer has the right to speak with a human representative and not be limited to chatbots or recordings;
- Straightforward cancellation: companies must facilitate the cancellation process, without pushing obstacles or insisting on retaining the customer;
- Reduced response time: consumer requests must be resolved within 7 days, and telephone customer service must be available 24 hours a day for cancellations;
- Multi-channels and integration: the consumer can start a service through one channel (such as WhatsApp) and continue through another (such as phone or email) without having to repeat the information;
- Accessibility and simplified navigation: with the new draft, the goal is that all consumers, regardless of their familiarity with technology, can access service channels in an intuitive and effective way.
According to Rômulo Balga, CEO of Maxbot, an 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 makes communication difficult or does not solve problems 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 the service,” he explains.
According to Balga, technologies like Artificial Intelligence (AI) and multi-channel service 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,” affirms the specialist.
In times when AI is rapidly developing and, in Balga’s view, many companies are paying less attention to their customer service departments, the executive makes one last plea to brands: “AI in customer service is not a magic pill. Inefficient and confusing chatbots are still a source of irritation for consumers. So, if you really want to offer satisfactory service, use technology, but do not neglect the human element,” highlights Maxbot’s CEO.
The CX Trends 2025 revealed that currently, 69% of Brazilian consumers prefer personalized service that considers their previous purchase history and personal preferences. Customers are becoming increasingly demanding, and new technologies present themselves as useful tools that can help managers and agents improve the consumer experience. However, if the team is ill-prepared, inattentive, and the service channels are disorganized, the risk of losing buyers is significant. There is no technology that can cure a human failure, which is at the heart of customer service.
