The recent approval of the new Customer Care Law by the Council of Ministers on February 27, 2024 has put key sectors of the Spanish economy on alert, especially telecommunications and banking, known for receiving the worst ratings in terms of customer service according to Spanish consumer organizations. ARBENTIA, the international consulting company, points out that these sectors face significant challenges under the new regulations that demand substantial improvement in the quality of customer service.
The new law imposes rigorous requirements such as reducing the maximum phone waiting time to three minutes and banning the exclusive use of automated answering machines, measures that will require a significant change in the operations of these companies. In addition, it establishes that inquiries and complaints must be resolved within a maximum of 15 business days, cutting the previously allowed time in half.
Daniel Taboada, CEO of ARBENTIA, emphasizes the importance of technology in meeting these challenges. “Existing technological solutions, such as process automation and artificial intelligence, will be crucial for companies to comply with the regulations efficiently,” Taboada states. AI, for example, can improve request management and personalize the customer experience, allowing companies to respond to inquiries more quickly and accurately.
The consulting firm, which has been a key player in the digitalization of Spanish companies for two decades, underscores that technological advances allow companies to face these requirements with greater agility. “Our experience as users of Copilot for Microsoft 365 has shown us the positive impact that technology can have,” adds Brendan Murphy, global director of public cloud at Arrow.
Additionally, ARBENTIA recommends that companies implement a “unified desktop” that integrates information from multiple communication channels. This not only facilitates immediate access to relevant customer data for quick issue resolution, but also helps agents offer a more personalized and efficient service.
Telecommunications and banking, historically poorly rated in terms of customer service, now have the opportunity to transform this perception by leveraging technology to improve their services. According to a study by Facua, companies like CaixaBank, Vodafone, and Endesa have been repeatedly identified by consumers as the worst in customer service. However, the effective implementation of AI solutions and automation could mean a radical change for these industries.
In conclusion, while the new Customer Care Law represents a considerable challenge for telecoms and banking, it also offers an opportunity for these industries to improve their standards and reputation through the adoption of advanced technologies that facilitate compliance with the new requirements and enhance the customer experience.