New Guidelines for Customer Service
The Brazilian government recently enacted new rules for Customer Service (SAC – Serviço de Atendimento ao Consumidor). The main shift introduced by the regulation is the explicit requirement for human support options. This regulatory update requires companies to review and adapt their public communication channels.
The Balance Between Automation and Human Support
In recent years, the market has seen a strong trend toward automation in support services, with the widespread adoption of virtual assistants and digital tools. While these technologies provide efficiency and optimize operational costs, the new government rules dictate that automation cannot entirely replace the availability of human contact.
The mandate for human support aims to ensure that consumers have their issues addressed clearly, especially when automated services prove insufficient. For companies, this requires restructuring customer service operations to ensure a seamless transition between automated systems and human agents.
Impacts on Compliance and Governance
Adapting to the new customer service rules is a central matter of regulatory compliance. Companies operating in Brazil, including foreign investors with operations serving local consumers, must audit their current customer support processes.
A failure to align with government standards can expose companies to regulatory risks and reputational harm. Managing customer support channels should be treated as a pillar of corporate governance, ensuring transparency and adherence to consumer protection guidelines.
Practical Considerations for Companies
In light of this new scenario, executives and managers should map their operations’ customer journey. It is critical to assess whether current channels provide the human support option clearly and accessibly, as mandated by the government. Reviewing internal workflows and training teams are essential steps to ensure compliance with the new customer service requirements.
This content is for informational purposes only and does not constitute legal advice. For guidance on specific matters, consult a qualified lawyer.
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