86% of customer service companies prioritize AI investments in Brazil

Last year, about 86% of companies in the customer service sector began to prioritize investments in AI as a solution to enhance work efficiency and 88% already used or tested technologies to automate part of their services. This is what the data of the sixth edition of the State Service study of Sales Force, 2024. This reality has also shown increased customer satisfaction, as pointed out by a survey of JobHome, a company specialized in remote service solutions, which accounts for 75% reduction in complaints with customers and use prior service with chatbot.

The significant results were obtained after the company integrated generative artificial intelligence into its customer relationship operations.The initiative, aligned with an increasingly consolidated movement in the customer experience sector, positions technology as a central element in the construction of more efficient, fluid and personalized journeys, without giving up human empathy. Faced with the overload of teams and the demand for 24-hour service, seven days a week, the decision to invest in AI emerged in response to a concrete change in the Brazilian market.

SalesForce research also points out that 88% already used or tested technologies to automate part of their services. In this scenario, JobHome opted for a hybrid model, in which AI acts as a starting point of the journey, automating repetitive tasks such as issuing tickets, registration updates and order tracking, while human attendants take on more complex cases, which require active listening and contextual analysis.

With the new structure, the average time of service in simple interactions fell from 3 to 10 minutes to about 20 to 60 seconds. The resolution rate in the first contact increased 25% and the success rate of the journeys initiated by the AI increased 38%. In addition, there was a reduction of 42% in the need for a new contact and a significant drop in the call abandonment rates, which in some sectors such as telecommunications, banking and e-commerce, were reduced by half. The impacts were also directly reflected in the perception of the consumer: the CSTP (satisfaction mediated by STP 1, 1000, NTP) recorded interactions by NetP1.

The AI employed by JobHome is based on natural language processing technologies, combined with generative models capable of understanding context, intention and even the emotional tone of the customer. This ability allows to conduct the journey in a more logical and fluid way, with automatic and contextualized transshipment for human attendants whenever necessary. When this occurs, operators already receive the full history of the interaction, which accelerates resolution and avoids rework.

According to the CEO of the company, Geraldo Brasil, this type of intelligent orchestration of the journey drastically reduced complaints related to delay, wrong transfers and lack of resoluteness. The implementation of AI also brought concrete results in operational terms. “Registramos fall of 73% in complaints related to waiting time, reduction of 75% in complaints due to process error and decrease of 40% in complaints about poor service. By accurately automating error-sensitive tasks and monitoring interactions in real time, we started to detect signs of dissatisfaction even during the client, allowing a proactive and corrective action before the complaint, formalizes Brazil.

Despite the high level of automation, the company reinforces that the technology was developed to be an ally of humanization, not a substitute. The integration between AI and human service is thought out at each stage of the journey. AI filters, qualifies and directs, but never blocks access to the operator. The attendants, in turn, are recruited with a focus on empathic profile and trained to act in tune with technology. The AI itself continuously learns from the operational data and feedbacks of the agents, which contributes to a constant evolution of the system.

The relationship between customers and AI has also changed throughout the JobHome journey. Initially, there was resistance to the use of bots, seen as barriers. Today, users interact with natural language, demonstrate confidence in the responses and remain engaged until the completion of the request. The trend, according to the company, is that AI becomes increasingly conversational, proactive and personalized, interacting with customers in an integrated way through various channels such as chat, WhatsApp and mobile applications, maintaining context at all stages.

For JobHome CMO Ricardo Galdino, the future of customer service lies in the convergence between cutting-edge technology and humanized relationships. “We see AI as an essential component in delivering consistent, efficient and, above all, customer-centric experiences.By integrating automation with emotional intelligence, the company aims not only to improve performance indicators, but to transform service into a real competitive advantage”, adds Galdino.