In recent months, Brazilian companies have intensified their demand for specialized business continuity management (BCM) services. This significant increase is a direct reflection of the exponential growth of cyberattacks in the country, especially ransomware, and the increasingly stringent oversight measures implemented by the National Data Protection Authority (ANPD).

In 2024 alone, Brazil recorded more than 700 million cyberattacks, representing approximately 1,400 incidents per minute. This alarming scenario puts pressure on organizations to seek more robust strategies to ensure operational continuity in the face of increasingly frequent threats and crises.

The rise in ransomware attacks, in particular, has highlighted one of the greatest risks companies face today. In this type of crime, corporate systems are hacked and their data encrypted, leading to the total or partial interruption of operations until a ransom is paid. In addition to the direct financial damage, there are significant indirect and intangible losses, such as the deterioration of customer and business partner trust. Incidents of this type are estimated to have caused billions in losses to the Brazilian market in the last year alone, prompting business decision-makers to reevaluate their operational risk approaches.

At the same time, the ANPD intensified its oversight efforts throughout 2024 and early 2025, primarily related to compliance with the General Data Protection Law (LGPD). Companies have faced severe sanctions for failing to implement adequate security and operational continuity mechanisms, especially when vulnerabilities that expose personal data are identified. This rigorous approach, which was previously more flexible, now requires Brazilian organizations to adopt a structured and coherent approach to incident and crisis management, elevating the strategic importance of BCM.

GCN as a preventive tool

In this context, the importance of business continuity management grows, not only as a reactive measure, but primarily as an essential preventative tool. A well-implemented BCM allows companies to recover quickly from incidents, minimizing financial damage and preserving their reputation in the market. It is an integrated corporate practice that identifies, assesses, and prepares organizations to respond effectively to any critical interruption in operations, ensuring the shortest possible downtime.

Implementing an effective BCM strategy begins with a thorough risk analysis, clearly identifying the organization's critical processes and their potential impact in the event of a disruption. This first step determines which operations need to be prioritized in a crisis situation. Subsequently, a business continuity plan is developed, detailing clear and specific procedures to be adopted during disruptive events, enabling rapid and coordinated responses.

The next step, and perhaps one of the most underestimated by companies, is frequent training and practical simulations. Many continuity plans fail not because of technical flaws, but because teams are unfamiliar with the planned procedures. Therefore, it's crucial that everyone involved is continually prepared to act as planned, ensuring that protocols are executed smoothly and effectively when truly needed.

Another aspect that reinforces the relevance of BCM is the specific regulations that are increasingly required by the market and regulatory bodies, such as ISO 22301, an international standard that establishes detailed requirements for business continuity management systems. Companies aligned with these standards can not only mitigate internal risks but also gain greater trust with business partners, investors, and customers, strengthening their market position.

Specialized consultancies play a central role in the successful implementation of BCM, bringing technical expertise and strategic vision to the planning and execution of these initiatives. These firms support organizations from the initial risk assessment to the development of customized plans and specific training, ensuring that the solutions adopted are aligned with international best practices and local regulatory requirements.

The conclusion is clear: the increased demand for business continuity management services is a clear indicator that Brazilian companies are maturing in their perception of operational and cyber risks. This scenario demands a strategic, integrated, and continuous response from organizations, which must be prepared not only to respond quickly to incidents but also to ensure the sustainability of operations in the long term. Investing in a solid business continuity strategy protects the present and ensures the future of organizations in the face of the inevitable uncertainties and threats that the contemporary corporate environment presents.

By Sylvio Sobreira Vieira, CEO & Head Consulting at SVX Consultoria

In an increasingly competitive market, customer experience is no longer a differential to become an essential business strategy. The Retail Report 2022, produced by Adyen and KPMG, points out that 81% of Brazilian consumers do not buy from a brand after a negative experience, highlighting the direct impact of customer service on loyalty. More than retaining customers, quality support also acts as a line of preventive defense, reducing the volume of lawsuits and protecting both reputation and company resources. The integration between the areas of service and legal, added to the intelligent use of technology, allows to transform potential conflicts into organizational improvement and improvement level. 

The decision between maintaining an internal consumer service or opting for outsourcing goes far beyond a simple binary choice. This decision must take into account the overall strategy of the company, the complexity of the products offered and, above all, the priority given to the customer experience.In an interview, Vinicius Sala, executive and lawyer with extensive experience in compliance, shared that his experience with internal service teams was highly positive.He highlighted that the close integration between the service and legal sectors not only facilitated the identification of conflict patterns, but also accelerated the resolution of problems and strengthened legal defenses Although, on certain occasions, the outsourcing has been considered, the final decision to maintain the quality of support was the value.

Nubank is an emblematic example of how a well-structured service can mitigate legal risks and strengthen the brand reputation. Since 2014, the company adopts a user-centered approach, with personalized initiatives such as the famous “WOWs” actions that positively surprise the consumer. A striking case was the sending of “cards to customers who reported damages caused by their pets, a creative solution that generated high engagement and reduced the number of formal complaints. According to a study by Forrester, about 40% of companies focusing on the customer experience have strategic revenue growth above the average, prevention and satisfaction also increases the interaction with the user, the interaction with no longer the concrete role with the customer, but rather than the interaction with the customer with the interaction with the customer.

Technology, especially through artificial intelligence (AI), further enhances this integration. AI tools can analyze large volumes of data from support channels, detect trends, recurrences and possible failures in processes. With this information at hand, the company gains agility in decision making and can implement corrective actions more effectively. For example, the Brazilian delivery company iFood uses AI to monitor complaints in real time, allowing preventive interventions. However, technology alone is insufficient: without trained teams and a customer-centered culture, AI tools can amplify problems, such as generic responses that irritate consumers. LGPD also imposes preventive interventions.

Ultimately, a well-structured support plays a crucial role in reducing lawsuits and building a solid image in the market. The user experience is a determining factor for business success, and the way the company relates to its audience plays a key role in this process. The integration between the sectors responsible for active listening and legal management can not only solve problems before they become litigation, but also consolidate institutional credibility.In a scenario where consumer perception is increasingly valued, investing in interactions of excellence is a worthwhile strategy.