Understand what SAC is and how to create an excellent Customer Service in your company – WAU

The SAC, or Customer Service, is an open channel for customers to make complaints, ask questions or give feedbacks to companies. When well structured, it is a fundamental tool to build credibility and bring the brand closer to the consumer.

The good relationship with the customer is one of the keys to the success of any enterprise. After all, one of the most striking characteristics of the modern consumer is the appreciation for the way it is treated by the companies with which it relates, from the moment you make your first contact to after-sales.

In a market driven by the breakdown of Digital Marketing barriers, strong competition makes this factor even more relevant. So, to stand out, it is necessary to offer an excellent service experience, valuing the practicality, agility and efficiency in dealing with the buyer, and that is where SAC comes in.

Customer service has ceased to be a complement to companies’ activities to become a fundamental element in their strategies. If conducted effectively, it can become an important competitive differentiator for your business. Want to know more? In this article, you will discover:

Continue reading and check it out!

What is SAC?

SAC is the acronym used to refer to customer service, an increasingly important tool for the operations of any company. It is the opening of a direct channel for the client to ask questions, make suggestions, give feedbacks or make complaints.

Until the beginning of digital transformation, SAC was characterized by telephony. The famous call centers replaced the sending of letters to the customer service sector, proving to be a more efficient option. As you can imagine, this is already in the past. Today, the telephone is just one of the many means that can be used to activate the SAC.

Looking at this scenario, it is correct to conclude that, although following a standard idea, customer service is constantly changing. Keeping up with the new trends, practices and tools is essential to enjoy all the benefits presented by this tool.

What is SAC for?

As we have already made clear, the SAC serves to open a communication channel between the customer and the company. But for what purpose is this done? Well, for starters, the absence of this service conveys a very bad message to the public that you want to attract to your business.

That said, it is possible to state that, among other things, one of the main functions of the customer service is to demonstrate the commitment you have in meeting the customer’s needs. After all, if he has any questions or complaints, he can get in touch and activate a team designed exclusively to solve his problems.

Naturally, the information captured by such a team can be passed on and used for a constant optimization of the company’s services, especially in the marketing area.

Positive feedback and even complaints serve as insights for changes and improvements in internal processes, generating several benefits. We’ll talk more about them in the next topic.

What are the benefits of having a SAC?

Well, when it comes to customer interests, the benefits of SAC are very clear, aren’t they? The service gives consumers greater security to carry out their transactions, since they can count on a team to assist them both in pre and post sales. But what do companies gain from this?

Now, we live in the age of 4.0 marketing. This means that the public expects brands to behave as members of the community, not as mere traders. Those that manage to meet this expectation find it easier to attract, convert and retain customers.

As the SAC opens a direct channel of communication with the audience, it enables this humanization of the brand. The narrowing of the relationship between your business and the clientele generates a kind of organic marketing, since, if satisfied, customers tend to recommend your services and products to people close to you. Check out other advantages!

In-depth audience knowledge

Knowing your audience is paramount to increasing your sales. With the use of SAC, you can, after a few contacts, start to profile your consumer. From the collected feedbacks, it is possible to better understand their pains, needs, desires, motivations and other factors.

So, SAC is an important tool for the creation or improvement of your persona. This semi-skilled character, who must represent your ideal client, serves as a guide for the development of your campaigns and marketing strategies.

Marketing department optimization

The marketing department is also extremely benefited by an efficient SAC. To begin with, the professionals involved spend much less time servicing clients with questions or who have relevant complaints. This work is assigned to the customer service team.

In addition, the marketing team gains valuable insights and can keep in mind a persona built on solid data. This facilitates the development of any strategy, whether focused on Content Marketing, or focused on boosting ads.

Creation of competitive differential

As we already mentioned, the democratization of the internet and the use of Digital Marketing made the market much more competitive. With just a few clicks, the public can find several options for the same type of service. Thus, in order to survive, it is necessary to have a competitive advantage.

This advantage concerns something that differentiates your company from the others, which may be related to product quality, prices, practicality, among other factors. As it is an important part of the consumer’s shopping experience, an efficient SAC has everything to be your company’s competitive differential.

What are the differences between SAC and ombudsman?

There are so many terms that it is difficult not to get confused. Many people end up associating SAC with the ombudsman, although they are not equivalent concepts. The first, as you already know, is an open channel for the consumer to not only criticize, but also solve problems and get information.

The ombudsman is a tool that makes the customer’s voice echo within the company. It is triggered when conventional answering services fail to resolve the consumer issue or do not give it due treatment. Your role is to prevent this from happening and to correct this type of behavior.

We can say, then, that the ombudsman is superior to SAC, but, of course, inferior to justice. In this way, it works as a mediation tool for the client to solve the problem neglected by the SAC without having to take legal action.

How has SAC developed over time?

If the SAC is a concept that changes according to the market scenario, understanding its current situation involves studying its past phases. Just as we do with marketing, it is possible to separate customer service into “ages” and the first is known as 1.0.

SAC 1.0

O SAC 1.0 marks the period from the beginning of the concern to serve the consumer until the beginning of the digital transformation. At the time, the service was basically intended to solve problems that could not be solved in the physical store. This is the golden age of the famous call centers.

SAC 2.0

The growth of the market, along with technological development, created the need for SAC to reinvent itself. So the SAC 2.0 is characterized by the inclusion of digital channels in consumer support. From that point on, websites and social networks became important tools in providing the customer service.

SAC 3.0

Although these channels are extremely effective in meeting the demands of the public, the adhesion of a large part of the market has made them become more of the same.

In the search for differentiation, companies now have to focus more on the customer experience, offering a humanized and personalized service. It was the beginning of SAC 3.0, which is also behind us.

SAC 4.0

Today we experience the era of SAC 4.0. It resembles 3.0 in the importance given to the audience’s experience, but adds key elements. To begin with, there is a tendency to use the omnichannel model, which is nothing more than offering several channel options for the customer to be served.

Another striking feature is the use of data to enrich the service. Thanks to data mining actions, it is possible to know everything about the customer even before starting support. In addition, technologies that exploit artificial intelligence, such as chatbots and virtual attendants, are increasingly valued.

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Which channels can be used?

As you may have noticed, the efficiency of SAC is all about the channels used. Of course, valuing quality is essential, but thinking about quantity is also important. The more options your customer has at your disposal, the more satisfying your experience will be.

That said, think twice before leaving phone service behind. Although this method seems to fall out of favor, there are still a large number of people who prefer to make a good old call to answer questions. The important thing is to have qualified professionals to serve them.

What cannot be left out at all are digital channels. In this process, it is important to have a website that serves as a basis, indicating all possible forms of contact, with email being one of the main ones. If you work with this channel, it is important to look for an automation tool that facilitates its management.

A channel that has emerged more recently, but has already become indispensable, is social networks. Platforms like Facebook, Instagram and Twitter are extremely effective in creating connections with customers, since they are familiar with them. In addition, these networks have chats that facilitate the process and gather data that optimize it.

How to create a SAC?

Well, now that you already have an in-depth knowledge of SAC, you must be wondering how to create and deploy this service in your company. The first step, which is to recognize the importance and the need for this element for your business, has already been taken. Now, it’s time to get your hands dirty.

It is necessary to carry out a mapping to understand the characteristics of your company and the scenario in which it operates. So, start with employees. Are they properly trained to provide humanized care? If the answer is no, invest in training and professional development programs.

In addition to employees, the company must be prepared. To ensure this, make sure you have an organizational culture that highlights the importance of excellence in customer service. If this factor is linked to the company’s vision and values, it will be more easily absorbed by its members.

1. Invest in the right channels

As we already said, SAC 4.0 tends to use an omnichannel approach, giving importance to all channels. Still, it is important to analyze your persona and understand which channels are most used by her. If your audience gives priority to using Instagram, for example, a strong presence on the network can make all the difference.

2. Values ​​efficiency and agility

Regardless of the channel in question, having an agile and efficient team is fundamental to the success of your SAC. After all, with the speed provided by the internet, a customer can change his purchase decision in seconds, if he is not served in a way that he considers satisfactory.

The good news is that you can rely on technology to make this step easier. The use of chatbots is very common, especially in companies that deal with a large number of consumers. These programs simulate a human attendant and, based on data collection and analysis, they are able to constantly improve.

3. Invest in creating educational content

Most of the contacts received by the SAC teams are related to simple questions, which could have been resolved more quickly. For this reason, many companies use their blogs to post educational content, that is, to guide the persona about the use of a product or the characteristics of a service.

If you invest correctly in the creation of this type of material, it will significantly decrease the need for customers to activate the SAC. The result will be a team that is less overloaded and more focused on problems that really need your attention. In addition, the team itself can indicate the contents to facilitate the consumer’s life.

It is also interesting to have a FAQ page, that is, content that gathers the most common questions asked by customers. When accessing it, the user can resolve an issue in a few moments, without having to activate the SAC.

4. Monitor performance

As important as implementing a successful SAC is to monitor its development and measure its effectiveness. Therefore, establish metrics that can be used to measure the success of the service and indicate whether any action needs to be taken. Next, we will talk about the indicators that can be used.

Which metrics can be used to assess your customer service?

When designing customer service, it is important to establish which metrics will be used to assess performance. Among the various options, you need to select those that are most relevant to the characteristics of the company and the objectives you want to achieve. We list a few below.

Average waiting time

Nothing worse for a SAC than leaving customers waiting for a long time. Measuring the average waiting time helps management to understand whether it is necessary to optimize the service process.

If any channel is showing slow service, it is necessary to invest in auxiliary technologies, in the training of the team or in the search for more professionals.

Abandonment rate

The dropout rate is a direct reflection of a long average waiting time. If someone contacts the SAC and gives up on completing the service, it indicates that their patience has run out.

Since the effects of a high dropout rate can be devastating for the venture, it is important to take steps to keep it low.

Average service time

This indicator, also called TMA, measures the time that operators take to complete a service. Although this metric can indicate the efficiency of the employee in question, it is important to emphasize that speed is not everything, since sometimes it is necessary to take more time to deliver the necessary quality.

First Call Resolution

First Call Resolution (FCR) is a very coveted metric in the service sector. It indicates how many times customers have been able to solve their problems in the first contact with SAC. When this happens, the consumer is positively impacted by the service, which promotes their loyalty.

Net Promoter Score

The Net Promoter Score (NPS) is a methodology created in order to measure the degree of contentment of a customer with any product or service provided. It works as a kind of satisfaction survey, only extremely simple way.

The NPS proposes to ask just one question: “on a scale of 0 to 10, how much would you recommend our company to a friend or colleague?” From the answer, respondents are classified into three categories:

  • promoters (9 to 10);
  • neutral (7 to 8);
  • detractors (0 to 6).

Ideally, by subtracting the number of detractors from the number of promoters, the result should be as far away from zero as possible.

What practices and tools can optimize the customer service?

To provide any type of service efficiently, it is important to understand the methods and techniques that should be prioritized. With regard to SAC, you already know that it is necessary to value the agility, efficiency and humanization of the service. What does this mean in practice?

To begin, it is necessary that employees are trained to know how to deal with the public, regardless of their characteristics. It is important to understand the importance of being helpful and, above all, patient. For this, the more you know the customer’s characteristics, the better.

Therefore, an important practice is to collect information about your persona and prepare to deal with it. If you know, for example, that she prioritizes contacts in the morning, an approach in this period will be much more effective than just using a random schedule.

However, more than good practices, it is important to rely on the right tools. We separate some below!


Trello is a very efficient collaborative tool for managing teams and tasks. Implementing its use in the service sector will facilitate the organization of the service and increase its quality. As it allows the inclusion of several participants, Trello helps the manager to delegate tasks and monitor their development.


Chatbots are very interesting options for simple calls, especially for companies that receive a lot of contacts. The idea is that the system, whose operation is based on artificial intelligence, solves the problems that are within its reach, passing on to the service team only the most complex cases.

Email automation

The use of an automation tool is essential to optimize your service via email. In addition to enabling email scheduling, these tools allow the segmentation of contacts according to their characteristics, which is a real hand on the wheel for the attendants.

What types of errors should be avoided?

As important as respecting good practices for structuring your SAC is to avoid the occurrence of certain errors. Although they seem banal, some of them are very common in companies of all sizes. We have separated some of the most important for you!

Keep the customer in the mail flow without authorization

The nutrition flow is an important tool for you to educate the customer and keep them updated on their news. Only not everyone likes that. Therefore, it is common to receive requests for a particular email address to be removed from the flow and such requests should not be ignored.

As much as you consider the information sent to the customer to be relevant, keeping it in the flow of email against your will will create a negative image of the brand and distance it from the consumer. That is why, always update your list, adding new names and deleting the contact of whoever asks to be deleted.

Do not inform the customer about the progress of the request

When the customer triggers SAC, he expects a quick and effective resolution. We know, however, that there are complex cases, which may take a longer time to resolve. A very common mistake is to leave the customer in the dark while the solution unfolds.

It is crucial that, during all resolution steps, the customer is properly informed. This will reinforce the company’s commitment to solving the problem and avoid escalating the person’s dissatisfaction.

Not being objective in attendance

If you think the answer to a question is not going to please the customer, talk anyway. Of course, you can find ways to alleviate the problem and even offer alternatives, but always be objective. After all, one of the things that most displeases a consumer is to notice that he is being rolled up by the attendant.

What are some SAC success stories?

To say that a qualified SAC can be the key to the growth of a company may not be enough. After all, many people only value this type of statement when they encounter successful cases, which help to prove the pertinence of adopting a strategy in this sense.

If that’s your case, don’t worry, as there are plenty of examples of companies using SAC to delight consumers and increase their market share.

This is the case with Nubank, which has customer empowerment and quality of service as fundamental pillars. Next, you will see two more stories that show how an attentive and proactive SAC can generate benefits for the brand.


Few brands know how to handle consumer charges as well as Netflix. The company, which became famous as the pioneer of streaming services in London, has a very active audience on social networks and, therefore, uses these channels as a priority way for communication.

The company’s Twitter profile is famous for its comments full of memes and with language close to the target audience. This ensures that each tweet posted by the profile reaches a high level of engagement, which shows the efficiency of the strategy. However, more than that, it is necessary to face complaints.

As you might imagine, the main claims made by Netflix subscribers are linked to the platform’s catalog of movies and series. Some requests are recurring, such as those made by fans of franchises like Harry Potter and Game of Thrones. The inclusion of these bonds is complex, but the company knows how to take advantage of the situation.

On April 1, 2016, the famous April Fool’s Day, Netflix announced the inclusion of GoT in the catalog. But it wasn’t quite what fans of the HBO series expected. The ad directed followers to a page containing three humorous mini-episodes from “Gláuber o Tijolo,” created especially for the situation.

The irreverence of the joke made the post spread throughout the world, generating praise even on the part of HBO. In this way, the streaming service transformed those unfeasible claims from its consumers into engaging and beneficial content for the brand.


Spoleto is a restaurant specializing in pasta that has a peculiarity for registering orders: the customer speaks directly to the cook and selects the ingredients he wants on his plate, all in real time. The pressure to choose from several options without disturbing the progress of the queue can cause anxiety in some.

Exploring this situation, the humor group Porta dos Fundos launched, in 2012, a sketch depicting the moment when a customer orders at the restaurant.

Exaggerated, the video paints the attendants as hostile figures, who pressure the client to make the decision quickly. It turns out that, due to the success and public reaction, a lot of people related to the character.

This triggered an alert in the company, which quickly tried to guarantee the commitment to provide humanized and friendly service in the establishment. To do this, Spoleto partnered with Porta dos Fundos itself and released part 2 of the video. In the sketch, the protagonist of the first video goes through a training period.

At the end of the video, which was posted on the restaurant’s own YouTube channel, the message is clear, as you can see in the image below. It is an example of positioning a brand attentive to the wishes and concerns of its customers.

A well-structured SAC can be the great competitive differential of a company. In addition to solving consumer problems, this service serves to humanize the brand and bring it closer to the public, which gives great value to the service received. Thus, the SAC becomes an important tool to attract, retain and retain customers.

Since we are talking about satisfying consumers, how about continuing to find out about it? Check out our complete material on best customer service practices!