The Brazilian Customer Service Law (Decree No. 11.034/2022) represents an important milestone for companies wishing to invest in customer service, as it establishes rules and guidelines that must be followed to ensure legal compliance.
More than a legal requirement, the legislation defines quality standards that directly impact communication with the consumer. Companies that invest in clear, agile, and efficient customer service not only comply with the law but also improve the customer experience and strengthen their market image.
But what exactly does SAC mean?
The acronym SAC refers to Customer Service, that is, the channel provided by companies to communicate with their customers. Through it, the consumer can:
- Ask questions;
- Register complaints;
- Request services;
- Send compliments or suggestions.
Therefore, Customer Service (SAC) becomes an essential element for any organization seeking to offer quality service. In addition to fulfilling a legal requirement, it contributes to building a closer and more efficient relationship with the public.
Customer service can be provided through different channels, such as telephone, online chat, email, WhatsApp, and social media, expanding contact possibilities and accessibility.
In this context, the SAC Law reinforces that service must be fast, clear, accessible, and efficient, guaranteeing consumer rights and promoting more transparent communication between company and customer.
How to comply with the SAC Law?
The SAC Law establishes guidelines that make business communication more transparent and accessible. These requirements show that the quality of customer service is directly linked to how the company communicates.
To view the SAC Law in its entirety, simply access the official website of the Planalto Palace, but below we highlight some of the main points:
1. Offer accessible and free customer service channels
The customer needs to be able to contact your business without paying for it, or without facing major difficulties.
In addition, your company should provide at least one channel operating 24 hours a day, every day.
This is simple to do, since it’s possible to implement a 24-hour customer service system through the use of artificial intelligence and chatbots.
2. Ensure human assistance is provided when necessary
Even if you invest in automated customer service through the use of chatbots, it’s also important to have human operators available on your customer service team.
This is because the new SAC (Customer Service) law mandates a minimum service time of 8 hours per day. Within those 8 hours, it is essential that customer service is provided by a person.
Even with automation or chatbots, the customer should be able to easily speak with a person, especially in cases of complaints or cancellations.
Therefore, the supplier is obligated to allocate at least one-third of the day for customer service to be provided by people.
3. Be clear, quick, and objective in your answers.
According to the Brazilian Customer Service Law (SAC), companies must respond to requests within 7 consecutive days, providing complete and easy-to-understand information.
In other words, their communication must be clear and precise so that consumers can obtain the information they need without having to ask for explanations.
This is detrimental because, in addition to causing consumers to lose confidence in your business, it can also contribute to reduced customer satisfaction, generating a bad reputation for your business.
4. Solve the problem without making the customer repeat everything
After a customer explains the situation once, they cannot be forced to repeat the same thing multiple times.
Focusing on good customer service practices is fundamental to meeting customer expectations and creating a positive image for your business, as well as complying with the SAC Law (Brazilian Customer Service Law).
In other words, when accessing the SAC, the consumer has basic rights such as obtaining adequate information about the contracted services and having their demands addressed.
This includes having free access to clarification of doubts, registering complaints, contesting disputes, and requesting the suspension or cancellation of contracts and services.
5. Register each SAC (Customer Service Request) and allow tracking of all requests
To comply with the SAC Law, each service interaction must generate a protocol number, and the customer must be able to:
- Track progress
- Access history
- Request records (such as recordings or messages)
For this reason, it’s important to invest in a CRM to track the history and records of each client.
6. Make it easy to cancel services
A major mistake many companies make is trying to make it difficult to cancel services for customers; however, the Customer Service Law establishes that cancellation must be done in a simple way and follow the guidelines:
- It can be done through the same channels as the contracting process.
- It should be processed quickly.
- The customer should receive proof of purchase.
7. Protect consumer data
Customer information must be handled securely, in accordance with the General Data Protection Law (LGPD).
This legislation governs the treatment and security of your customers’ data; therefore, when storing data, it is also important to comply with this law.
8. Offer respectful and efficient service
Customer service should follow basic principles, such as:
- Respect
- Transparency
- Agility
- Efficiency
Investing in improved waiting times and humanized customer service is essential for those who wish to comply with the Customer Service Law.
Digital customer service and omnichannel support: allies of compliance
With the advancement of technology, digital customer service has become essential to meet the demands of the Customer Service Law. Channels such as online chat, WhatsApp, and social media expand access and make service more efficient.
Furthermore, the omnichannel model allows for the integration of all these channels into a single platform, ensuring:
- Faster and more organized communication;
- Complete history of interactions;
- Greater quality control in customer service;
- Better customer experience;
Companies that adopt modern customer service tools are able to adapt to legal requirements more easily.