Digital customer service channels are on the rise in Brazil, especially due to the popularity of chatbots. A survey conducted by Mobile Time, indicates that there are 671 thousand businesses or services using this solution, compared to 371 thousand in 2023 – a growth of 111%. The same study shows that active bots in the country handle over 700 million sessions per month, with WhatsApp channels leading the operation.
In theory, this represents more comfort and agility for customers, as service no longer depends on humans and business hours to operate 24/7. However, there are challenges that need to be overcome in the long term, starting with the poor reputation of the telecommunications sector, which serves many people and is not well rated.
A survey by Opinion Box, indicates that the Net Promoter Score (NPS, one of the most common metrics to measure customer satisfaction) average for telephone and broadband companies [included in this market] was 13% in 2023; and 21% in 2024. Among the main reasons for high rejection is precisely the lack of technology in customer service. Nicola Sanchez, CEO of Matrix Go, a company specialized in technological solutions for digital customer service, engagement, and relationships, explains that in Brazil, the increase in subscribers and service modernization has not kept up with the proper customer service infrastructure.
“We have outdated systems with little integration between channels and platforms. But this is not the only problem; irregular integration reduces service quality and creates long queues. Furthermore, outdated service models are rarely customizable. As a result, valuable data is lost that could be strategically used to optimize and customize service,” he states.
Sanchez bets on artificial intelligence to optimize digital customer service. According to him, there is increasing adoption by national operators, but there is still much potential for application, especially when compared to global telecommunications leaders.
“Brazil is a reference in conversational messaging but is still racing to implement AI platforms, something that requires governance and specialized teams. To provide fast and customizable service, it is essential to embrace automation. We are talking about technology that can interact simultaneously and autonomously with countless users at the same time, in addition to cross-referencing data in seconds. Even with all human potential, it is impossible to complete this task at the same speed,” says the CEO.
Can AI improve chatbots and voicebots?
“When well-developed, chatbots or voicebots managed by artificial intelligence can take the lead in customer service. These technologies can handle the main service demands. Some companies are also testing AI in the ‘copilot’ function, which is basically an internal role supporting marketing, finance, support, and HR teams, for example, through data extracted from customer communication channels,” explains Sanchez.
Globally, chatbot market revenue is growing: it was valued at $396 million in 2019 and increased to $6.3 billion in 2023 – according to research by the global consultancy Fortune Business Insights. The expectation is that the segment will generate at least $27 billion by 2030.
