Subscribe to the blog and receive recommendations to boost your CX
There are laws that stay in the headlines and others that land directly in daily operations. The SAC Law (Customer Service Law) belongs to the second group: it does not talk about improving service in the abstract, but about demanding concrete and demonstrable results.
For CX, Operations, and Technology managers in contact centers, this represents a change of pace. It is no longer enough to manage the day-to-day: now it is time to audit waiting queues, staff sizing, accessibility, and the traceability of every process with a magnifying glass.
In the end, everything comes down to one question that, although it may be somewhat uncomfortable, is the best thermometer for any company: “Can we demonstrate that we provide good and consistent service when work volume skyrockets?”
What is the SAC Law (Customer Service Law) and what impact does it have on the CX sector?
The SAC Law (Customer Service Law) is a new regulation approved by the Government of Spain. It establishes obligations aimed at elevating the quality of customer service, with a main focus: providing responses within reasonable times, offering human alternatives, and ensuring accessibility.
This regulation has generated noise because it touches the most sensitive part of many organizations: the constant tension between efficiency, experience, and costs. The SAC Law forces it to be managed with clear metrics and responsibilities, breaking the usual dynamic of separating compliance from operations.
And that requires coordination between areas that previously could work in parallel: legal, CX, operations, technology, quality, and back-office. If each one interprets the change on its own, the result is usually a mosaic of partial adjustments that does not quite work. This law acts as an accelerator of change by forcing decisions that many companies had pending.
How to approach the implementation of a cloud contact center while accelerating time-to-value. Access the guide
Who is affected by the SAC Law?
The SAC Law is a Spanish regulation that applies to customer service provided in Spanish territory. It is especially relevant if your company operates in Spain, if you serve Spanish customers from a regional hub, or if you are defining a common standard of service and want to align with more demanding criteria.
The SAC Law was approved on December 28, 2025, and sets a one-year period as an adaptation period.
What the SAC Law really changes in a contact center
Beyond the legal text, these are the points that require real adjustments in the technology and processes of your contact center:
1. Service levels and the 95% rule
The most talked-about objective is the obligation to answer 95% of calls in less than 3 minutes. This forces a combination of precise shift sizing with a very fine management of queues, priorities, and intelligent routing.
2. Human service: from bot/AI agent to human agent without friction
The law requires that human service be a real option. The customer must be able to request to speak with a person at any time, which implies designing clear escalations from the IVR or AI agents and conversational bots.
This means that automation must be applied with judgment. In this sense, for the escalation to work and be profitable, it must meet three pillars:
- Accessibility and clarity: the way to reach a human agent must be direct, not a labyrinth of hidden options.
- Context continuity: the transfer must be invisible. Nothing frustrates a customer more (and lengthens the AHT more) than having to repeat their story from scratch to the agent.
- Intelligent prioritization: establishing rules to preferably divert sensitive cases (complex claims or vulnerable profiles) toward specialized agents.
Discover the capabilities to resolve queries with supervision and transfer to a human agent.
Download the datasheet
3. Accessibility for vulnerable groups
The need to adapt service for elderly people or people with disabilities is reinforced. In practice, this requires reviewing the experience per channel, creating more guided flows and preferential routes.
4. Traceability and closing the cycle
Service does not end when the phone is hung up. The SAC Law requires being able to identify, follow, and justify every action. Especially in claims, this implies generating vouchers and evidence that allow for a subsequent audit, ensuring that no case is lost in the administrative "limbo".
Keys to applying conversational AI in CX with a focus on efficiency, quality, and experience.
Download the report
From regulation to real operation: how to adapt to the SAC Law
Adapting to the SAC Law requires adjusting technology, processes, and governance across the entire company in unison.
Success in compliance depends on how the back-office responds, its agility in prioritizing the most complex cases, and its capacity to prevent a management task from passing from hand to hand without a clear owner. If this internal mechanism is not perfectly oiled, the customer perceives it immediately through unnecessary waits and inconsistent responses.
In other words, complying with the SAC Law is much more than offering good service: it is, above all, a deep internal organization exercise that covers both processes and tools.
Thus, we could say that the SAC Law applies in Spain but leaves a useful lesson for any organization: good customer service must be measurable, accessible, traceable, and sustainable over time. Shall we talk and analyze if you are prepared to comply with the new regulation?
