ARTICLE – ABRASA

Consumers Prefer Human Assistance in After-Sales Service for Electronics

With the advancement of embedded technologies in products, the electronics after-sales network has taken on a broader role, not only assisting with device installation and activation of numerous functions but also integrating artificial intelligence (AI) as a key facilitator that offers numerous advantages in service provision.

Among these benefits, AI enhances management capabilities, allowing for real-time tracking of inventory and purchases based on historical data by product line, model variations, and technical specifications.

Artificial intelligence will serve as a key guide for trends in service estimates and order approvals, particularly in repair services, by factoring in the product model and the regionalized consumer profile.

In this context, ABRASA has been working to train service providers, as it anticipates increasing demand in the sector. Consumers are increasingly turning to technical assistance services — whether to clarify product functionality doubts or to repair defects.

However, it is evident that consumers prefer to interact with a human representative rather than being directed to automated messages or call center systems. They perceive their problems as unique and favor personalized service.

In many cases, AI does not provide this level of personalization, whether due to limited menu options, long wait times, or delays, leading to consumer frustration and abandonment of service requests. This issue has already caught the attention of the Consumer Protection Department of the Ministry of Justice (DPDC), which is expected to soon create a regulation addressing the matter.

Source: Eletrolar News Ed. 165