Waiting hours on the phone to resolve a problem, being transferred from one representative to another without a solution, or being unable to cancel a service are frustrating and common situations for many Brazilians. To improve this scenario, the SAC Law (Decree No. 11,034/2022) established rules that require companies to offer faster, more efficient, and accessible customer service to consumers.
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 service is reinforced, simplifying access to channels and reducing waiting times.
The legislation mandates that customer service must be more transparent, with integrated channels, accessibility for people with disabilities, and, most importantly, humanized service. Companies in regulated sectors, such as telecommunications, banks, health plans, and airlines, are required to follow these guidelines.
During Consumer Week, it is important to remember how the law requires companies to give greater attention to those who will use their customer service channels. Among the main rights guaranteed by the SAC Law and its new updates are:
- Humanized serviceThe consumer has the right to speak with a human representative and not be limited to chatbots or recordings.
- Cancellation without complicationCompanies should make the cancellation process easy, without pushing obstacles or insisting on retaining the customer.
- Reduced response timeConsumer orders must be resolved within 7 days, and telephone support should be available 24 hours a day for cancellations.
- Multichannel and integrationThe 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 navigationWith the new draft, the goal is for all consumers, regardless of their familiarity with technology, to access the service channels intuitively and effectively.
For Rômulo Balga, CEO of theMaxbot, 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 resolve problems quickly, the customer simply switches to the competition. The Customer Service Law ensures that consumers have a voice and that companies are more agile and respectful in their service," he explains.
According to Balga, technologies such as Artificial Intelligence (AI) and multichannel support can be great allies for companies to comply with the law without compromising the quality of support. "Automation is a powerful tool, but it must be used strategically without harming the customer experience. The secret is to balance technology with humanized service," says the expert.
In times when AI is developing rapidly and, in Balga's view, many companies are paying less attention to their customer service departments, the executive makes a final appeal to brands: "AI in customer service is not a magic pill. Inefficient and confusing chatbots still cause irritation for consumers. Therefore, if you truly want to provide satisfactory service, use technology, but do not neglect the human element," emphasizes the CEO of Maxbot.
A CX Trends 2025It was revealed that, currently, 69% of Brazilian consumers prefer personalized service that takes into account their previous purchase history and personal preferences. The customer is becoming increasingly demanding, and new technologies present themselves as useful tools that can help managers and attendants improve the consumer experience. However, if the team is poorly trained, inattentive, and the customer service channels are disorganized, the risk of losing buyers is high. There is no technology that can cure a human error, which is at the core of customer service.
