86% of customer service companies prioritize investments in AI in Brazil

Last year, approximately 86% of customer service companies prioritized investments in AI as a solution to boost work efficiency, and 88% were already using or testing technologies to automate part of their service. This is according to data from the sixth edition of Sales Force's State of Service study, published in 2024. This trend has also demonstrated an increase in customer satisfaction, as shown by a survey by JobHome, a company specializing in remote service solutions, which reports a 75% reduction in customer complaints and uses chatbots for prior support.

The impressive results were achieved 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 building more efficient, fluid, and personalized journeys, without sacrificing human empathy. Faced with overburdened teams 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 opted for 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 response time for simple interactions dropped from 3 to 10 minutes to approximately 20 to 60 seconds. The first-contact resolution rate increased by 25%, and the success rate for AI-initiated journeys increased by 38%. Furthermore, there was a 42% reduction in the need for follow-up contact and a significant drop in call abandonment rates, which in some sectors such as telecommunications, banking, and e-commerce were cut in half. The impacts also had a direct impact on consumer perception: CSAT (satisfaction) scores rose by 20%, and the Net Promoter Score (NPS) grew by 15% in interactions mediated by AI integrated with human service.

The AI employed by JobHome is based on natural language processing technologies, combined with generative models capable of understanding the customer's context, intent, and even emotional tone. This capability allows for a more logical and fluid journey, with automatic, contextualized handoffs to human agents whenever necessary. When this occurs, agents already have the full history of the interaction, which speeds 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 yielded concrete operational results. "We recorded a 73% drop in complaints related to wait times, a 75% reduction in complaints due to process errors, and a 40% decrease in complaints about poor service. By accurately automating error-prone tasks and monitoring interactions in real time, we can now detect signs of dissatisfaction even during the conversation, enabling proactive and corrective action before the customer files a complaint," says Brasil.

Despite the high level of automation, the company emphasizes that the technology was developed to be an ally in humanization, not a substitute. The integration between AI and human service is considered at every stage of the journey. AI filters, qualifies, and directs, but never blocks access to the operator. Agents, in turn, are recruited with a focus on empathy and trained to work in sync with the technology. The AI itself continuously learns from operational data and agent feedback, contributing to the system's constant evolution.

The relationship between customers 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 responses, and remain engaged until the request is completed. The trend, according to the company, is for AI to become increasingly conversational, proactive, and personalized, interacting with customers seamlessly across multiple channels such as chat, WhatsApp, and mobile apps, maintaining context at every stage.

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 true competitive differentiator," adds Galdino.