On Monday, Decree 13.135 took effect and the Brazilian SAC became something else. Whoever treated service as cost became non-compliant overnight. Whoever treats it as product gained a competitive advantage written into law.
What became a flow obligation
Real-time human service from 8am to 8pm, seven days a week, on phone and electronic channel; the human option and immediate cancellation at every level, including the first; a maximum of five levels to close a demand; 20-second maximum wait for 80% of calls that choose a human; forbidden to ask the consumer to repeat what they already registered.
What became a system obligation
Demand history delivered to the agent, six-month retention, ninety-day recordings, improper charges suspended within 48 hours, electronic receipt on cancellation. And digital platforms build the metrics pipeline for Senacon: complaints, resolution rate, SNDC index and satisfaction.
The detail the market has not digested
The text accepts AI in triage, distribution and resolution, and requires the agent to have a real-time human exit at every level, always. A well-designed agent is compliance; an agent that traps the consumer in the menu is a fiscal liability.
That is the turn enforcement produced: agent design stopped being a product decision and became a legal one. The menu that hides the human, once a retention practice, is now the exact line between a compliant operation and a liability with a named enforcer.
The competitive advantage lives at the first level
The Consultor Jurídico summarized the sector''s reading: the expansion of human service became a legal obligation and a competitive advantage. Whoever resolves at the first level pays less per demand and wins the consumer the competitors trapped in the menu.
The math is direct: a demand resolved on first contact costs less and never becomes an SNDC complaint. A demand that crosses five levels costs five times the service and still shows up in the metrics pipeline Senacon will read.
Conclusion
The compliance sprint is what we execute: audit the agent flow clause by clause, measure the 20-second SLA gap, build the Senacon metrics pipeline and the retention inventory. The decree is in force, enforcement has an owner and a schedule, and the advantage belongs to whoever designed service as product before having to.