Are you familiar with the new Customer Service Law?

Are you familiar with the new Customer Service Law?

Eva Rodríguez Vidal, Marketing Manager at SNGULAR

Eva Rodríguez Vidal

Marketing Manager at SNGULAR

January 30, 2024

The new Customer Service Law has been approved, requiring companies to implement a more efficient system for serving their customers. This presents a unique opportunity for businesses to solidify customer loyalty

The recent approval of the Customer Service Law, which has come into effect in 2024, demands that Spanish companies urgently reconsider and reformulate their strategies to effectively manage customer service.

Link to: Draft Law Regulating Customer Service Services

Link to: Official Statement on the Approval of the Customer Service Law Project

Currently, customers are more demanding than ever, with exceptionally high expectations for their digital experience when interacting with companies. Therefore, the digitization of customer service emerges as a crucial challenge for businesses this year.

Customer dissatisfaction with service has become a common complaint, particularly in the Spanish Public Administration, the governmental entity responsible for safeguarding public interests. This issue goes beyond mere convenience; waiting for days to receive responses to inquiries induces considerable anxiety, especially in urgent situations. The new legislation aims to address and alleviate identified deficiencies in the provision of these services by companies, thus responding to concerns voiced by the public.

The advantage lies in the fact that if the law mandates investment in suitable systems, companies will not only meet legal requirements but can also gain a competitive edge and stand out in a saturated market. In this article published a few days after the beginning of the year, we highlight some key Customer Experience trends that we will see in 2024. It is a year in which Customer Experience will be pivotal, positioning itself as a crucial element in business strategies and having a direct impact on business outcomes.

Customer experience emerges as a crucial element in the overall customer journey, encompassing all interactions a customer has with the brand. The key lies not only in managing complaints but in efficiently addressing customer needs, adapting to their consumption habits to deliver an outstanding experience. It is at this juncture that companies can make a difference and earn the valuable loyalty of their customers.


Key Points of the New Customer Service Law

The Customer Service Law is a regulation aimed at governing and improving the quality of customer service provided by companies. This legal framework establishes a set of rights and obligations for both consumers and organizations, with the clear purpose of promoting transparency, enhancing efficiency, and ensuring customer satisfaction.

The project is based on several fundamental principles:

  • Accessibility: Ensure that all consumers, including vulnerable groups, can easily access customer service.
  • Free Service: Establish that customer service must be free for the consumer.
  • Efficiency and Effectiveness: Promote quick and effective responses to customer inquiries and complaints.
  • Evaluability: Implement systems to regularly assess the quality of customer service.

Which companies does it affect?

According to the customer service law in Spain, companies with more than 250 employees or a turnover of 50 million euros are required to have a Customer Service System. These systems must reduce wait times, limit automated responses, and quickly resolve complaints.

This law applies to all public and private companies that provide water and energy supply and distribution services; passenger transport by air, rail, sea, or inland waterways, bus or coach; postal services; audiovisual communication services with conditional access via payment; electronic and telephone communications, as well as financial services.

Time Limits for Waiting and Response Deadlines

The legislation introduces crucial limits that directly impact business operations, with time management being a primary concern.

A three-minute cap is set for 95% of phone calls for general information, complaints, or post-sale service requests. Additionally, there is a resolution period of 15 business days for customer complaints and inquiries.

Personalized Attention

Another of the specified measures is the requirement to have human representatives. This means that it is prohibited for a company to use exclusively automated means as the sole form of customer service.

However, this does not imply that tools such as conversational AI and automations cannot also play a crucial role in quickly resolving simple queries or routing more complex inquiries or complaints to a specialized human agent, building a 100% effective and efficient conversational flow.

Service Quality Assessment

The bill mandates the implementation of a customer service quality assessment system. This system must be audited annually, and the results should be made public, providing transparency and accountability.

Attention to More Vulnerable Groups

The project pays special attention to vulnerable groups and considers the specific circumstances of each person, especially individuals in vulnerable situations who, due to their age, level of education, personal circumstances, or geographical location, may not be able to exercise their consumer rights on equal terms. Users will have the option to choose the communication format they wish to use to contact customer service, for example, the possibility of making video calls with sign language.

Similarly, customers have the right to receive assistance in any of the co-official languages when the service is directed to customers in those communities. Additionally, it is required that users be guaranteed the right to communicate with the operator in the same language in which the contract or offer that binds them to the company was made.

Penalties and Non-compliance

The project establishes a framework of offenses and penalties to ensure compliance with the established obligations, aiming to deter companies from violating regulations and ensuring that they take their customer service responsibilities seriously.

The Ministry of Consumer Affairs warns that in case of non-compliance, fines can be imposed, ranging from 150 euros for minor offenses to 100,000 euros for more serious violations.

Seamless and Accessible Customer Service

While initially implementing new systems and processes to comply with the new legislation may seem like a daunting technical task, it is crucial to understand that this process doesn't have to be complicated. The key is to adopt a seamless customer service approach supported by digital tools that allow for process automation and provide more efficient and personalized service. This way, we can quickly address all inquiries and route more complex ones to the appropriate human agents, preventing customers from wasting time and feeling ignored.

This approach goes beyond merely resolving complaints; it significantly contributes to improving the overall customer experience, fostering loyalty, and building trust in the brand. Zendesk stands out as an exceptional customer service solution, not only meeting legal requirements but also providing a personalized and scalable experience.

At SNGULAR, we collaborate closely with Zendesk in projects where we have assisted numerous companies in enhancing their overall customer experience through this powerful tool. By employing such a comprehensive solution like Zendesk, your company gains the ability to adopt an omnichannel approach, expanding the range of communication channels to be always available when customers need it.

This solution is not limited to query resolution; it allows for the customization of conversations at scale or predicting responses through the use of artificial intelligence. It also facilitates analyzing customer needs through data interpretation, smart reports, and the use of predictive artificial intelligence. Another important aspect is the ability to connect Zendesk with other tools through its API and built-in connectors, ensuring smooth integration into the business ecosystem.

In summary, it is a comprehensive solution to elevate the quality of customer service.

Download our Free Paper «Nueva Ley de Atención al Cliente: Cómo afectará a las empresas en España»

Download our Paper for free: «Nueva Ley de Atención al Cliente: Cómo afectará a las empresas en España». Delve into how recent legislation affects businesses. Explore how technological solutions like Zendesk can not only ensure regulatory compliance but also elevate the customer experience to new levels.


Eva Rodríguez Vidal, Marketing Manager at SNGULAR

Eva Rodríguez Vidal

Marketing Manager at SNGULAR

With a strong foundation in marketing and an innovation-oriented mindset, I specialize in creating content that enables companies to understand and adopt new technologies and digital solutions, aiming to enhance their productivity, efficiency, and achieve their business goals.