More than half of CIOs in Spain (58%) express concern about the impact that the new Customer Service Law could have on their companies, according to a report prepared by Twilio.
The Customer Service Act seeks to strengthen consumer rights through several key measures, such as reducing problem-solving time, limiting the waiting time for telephone calls to three minutes, and prohibiting the use of answering machines instead of human agents. In addition, the legislation prohibits customer service departments from generating additional revenue at the user’s expense or from being used to promote other products.
“While many companies in Spain are aware of the requirements of the Customer Service Act, they still face significant challenges in complying with them. The main issues centre on ensuring fast response times and resolving complaints efficiently, which are key elements of the new legislation,” says Sam Richardson, customer engagement consultant at Twilio.
CIOs and the Customer Service Act
The study indicates that a large majority of respondents are well informed about the new requirements. 85% are aware of the regulations regarding customer service phone calls and mandatory timeframes for resolving complaints. Likewise, 87% understand the need to avoid relying solely on automation and chatbots, and 84% are aware of the obligation to offer 24/7 support for essential services.
According to a study by Twilio, the new Customer Service Law presents a series of challenges for its compliance
However, the data reveals certain challenges in implementation. Although 76% of respondents believe that the law’s objectives are achievable for most companies, 58% express concerns about the impact it could have on their operations.
The analysis of current practices reflects areas that require improvement. The average response time to calls is 2.33 minutes, with 30% of companies responding within 1-2 minutes, and 25% within 2-3 minutes. Regarding complaint resolution, the average time exceeds 3 days, with 30% of companies taking between 3-4 days to resolve complaints, and 15% taking between 5-7 days, which could be complicated by new legal requirements.
Challenges in key areas
Although 86% of companies feel prepared in terms of staff training, only 77% are confident they have the necessary budget, and 78% feel able to adopt new technologies, suggesting there are areas that need further attention to fully comply with the new regulations.
Richardson mentions that companies must adopt a variety of strategies to comply with regulations, improve customer experience and avoid penalties for non-compliance. She stresses the importance of identifying the reasons for customer contact and directing it appropriately, which can facilitate self-service or contact with the right person.
Additionally, ideally, a programmable contact center platform that supports multiple communication channels, automation, and real-time analytics can optimize customer satisfaction and help businesses monitor their progress and identify areas for improvement. Twilio Flex is billed as a programmable solution that can adjust to changing needs and enhance current systems, enabling teams to more effectively manage customer interactions and achieve better outcomes.
