Last year, approximately 86% of customer service companies prioritized investments in AI as a solution to enhance work efficiency, and 88% were already using or testing technologies to automate part of their services. This is what the data from the sixth edition of the Sales Force State Service study, 2024, indicates. This reality has also shown an increase in customer satisfaction, as evidenced by a survey from JobHome, a company specializing in remote service solutions, which reports a 75% reduction in customer complaints and the use of pre-service chatbots.
The impressive results were achieved after the company integrated generative artificial intelligence into its customer relationship operations. The initiative, aligned with an increasingly established movement in the customer experience sector, positions technology as a central element in building more efficient, seamless, and personalized journeys, without sacrificing human empathy. Faced with team overload and the demand for 24/7 service, the decision to invest in AI arose in response to a concrete change in the Brazilian market.
SalesForce's research also indicates that 88% were already using or testing technologies to automate part of their customer service. In this scenario, JobHome chose a hybrid model, in which AI acts as the starting point of the journey, automating repetitive tasks such as issuing invoices, updating records, and tracking orders, while human agents handle more complex cases that require active listening and contextual analysis.
With the new structure, the average handling time for simple interactions decreased from 3 to 10 minutes to about 20 to 60 seconds. The resolution rate on first contact increased by 25% and the success rate of journeys initiated by AI rose by 38%. Additionally, there was a 42% reduction in the need for a new contact and a significant decrease in call abandonment rates, which in some sectors such as telecommunications, banking, and e-commerce, were halved. The impacts also directly reflected in consumer perception: CSAT (satisfaction) scores increased by up to 20% and the Net Promoter Score, NPS, saw growth of up to 15% in interactions mediated by AI integrated with human support.
The AI used by JobHome is based on natural language processing technologies, combined with generative models capable of understanding context, intent, and even the customer's emotional tone. This capability allows for a more logical and smooth journey, with automatic and contextualized handover to human agents whenever necessary. When this occurs, operators already receive the complete interaction history, which speeds up resolution and avoids rework.
According to the company's CEO, Geraldo Brasil, this type of intelligent journey orchestration has drastically reduced complaints related to delays, incorrect transfers, and lack of resolution. The implementation of AI also brought concrete results in operational terms. "We recorded a 73% decrease in complaints related to wait times, a 75% reduction in complaints about process errors, and a 40% decrease in complaints about poor service. By accurately automating error-sensitive tasks and monitoring interactions in real time, we began to detect signs of dissatisfaction even during the conversation, enabling proactive and corrective action before the customer files a complaint," explains Brasil.
Despite the high level of automation, the company emphasizes that the technology was developed to be an ally of humanization, not a substitute. The integration between AI and human support is considered 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 an empathetic profile and trained to work in harmony with the technology. The AI itself continuously learns from operational data and agent feedback, which contributes to the constant evolution of the system.
The relationship between clients and AI has also changed throughout JobHome's 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 request is completed. The trend, according to the company, is that AI will become increasingly conversational, proactive, and personalized, interacting with customers in an integrated manner across various channels such as chat, WhatsApp, and mobile apps, maintaining context at all stages.
For JobHome's CMO, Ricardo Galdino, the future of customer service lies in the convergence of 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 also to transform customer service into a real competitive advantage," concludes Galdino.
