In accordance with the Law 10/2025 on Customer Service, the affected companies must adjust their processes by the end of the year to meet more stringent requirements in accessibility, response times, personalized service, and complaints handling.
As the prescribed adaptation period progresses, TÜV SÜD recommends organizations not to wait until the last months to verify whether their processes are ready. In this regard, conducting a prior compliance assessment allows you to gauge the level of alignment, detect potential gaps, and establish a roadmap with prioritized actions.
“This law requires organizations to review and strengthen their customer service processes, from the available channels and response times to complaint handling and supervision mechanisms. It is not enough to define procedures, it is also necessary to demonstrate their implementation and traceability, as well as the results achieved, through ongoing KPIs,” explains Lourdes Mora, TÜV SÜD Business Line Manager.
New Standards for Customer Service
The regulation lays out a series of obligations aimed at improving the quality of the customer experience, strengthening customer protection—especially for vulnerable individuals. Among them are end-to-end traceability across all Customer Service channels, universal accessibility, the ability to receive personalized assistance, and proper traceability of inquiries, incidents, and complaints. To achieve this, companies cannot rely solely on automated systems and must guarantee that the customer can request human intervention from the start of the communication.
Concrete targets are also established to reduce wait times. Ninety-five percent of requests for personalized service should be handled, on average, in under three minutes. Additionally, inquiries, complaints, claims, and incidents must generally be resolved within a maximum of fifteen business days. In cases related to billing or improper charges, the deadline is five days.
These changes require companies to comprehensively review their customer service systems and verify whether they have the resources, procedures, and tools necessary to comply with the new standards.
Is the Company Ready to Comply?
Understanding the actual level of readiness requires analyzing how the service operates in practice. To that end, TÜV SÜD proposes conducting an independent assessment that reviews the contact channels, response times, handling of complaints, performance indicators, and available documentary evidence.
“An objective diagnosis allows identifying compliance gaps and defining a prioritized roadmap. In this way, the company can focus its efforts on improving the areas with the greatest regulatory or operational risk,” Mora notes.
From this analysis, organizations can implement measures such as updating their procedures, clearly assigning responsibilities, training teams, and deploying digital tools that facilitate the recording and tracking of each incident. It is also crucial to define indicators that measure service quality and verify whether the measures implemented are delivering results.
Anticipate Risks to Avoid Them
Adapting to the law should not be limited to making point changes, as companies will need to establish a continuous monitoring system that allows detecting deviations and acting before noncompliance occurs. In this way, periodic reviews of indicators, analysis of complaints, and audits will help identify recurring problems and better understand customer expectations.
“Adopting a proactive approach helps anticipate potential noncompliance, reduce risks, and demonstrate diligence to supervisory bodies. The key is to establish a robust system that enables ongoing review, measurement, and improvement,” adds the TÜV SÜD expert.
Customer service is entering a new era: in a market where consumers expect faster and more effective responses, this service is no longer a secondary concern but a strategic issue.
The new regulation also presents an opportunity to improve the relationship with consumers, since faster, more accessible, and transparent service can help reduce dissatisfaction and increase trust in the company.
“Compliance is mandatory, but the way it is applied can make a significant strategic difference. A quality management approach that is coherent and focused on continuous improvement strengthens corporate reputation and drives customer loyalty,” Mora concludes.
