Além da Senha: O Desafio de Humanizar o Atendimento Bancário em Tempos de Fraudes e Golpes Digitais

Abstract

This teaching case examines the dilemma faced by Maria, an account manager at a credit cooperative known for its personalized service. Amid the growing incidence of scams and fraud in the banking sector, she encounters a distressed client who claims to have been victimized by an online betting scheme. While following established procedures and clarifying the technical distinction between “fraud” and “scam,” Maria’s explanation is misconstrued by the client, who subsequently files a police report citing her name and alleging an implication of blame. The case highlights the tension between the technical reality (the transaction was executed by the client himself) and the client’s subjective perception (a feeling of injustice and betrayal), ultimately resulting in the account’s closure. The dilemma deepens when Maria’s supervisor asks her to reflect on the incident and develop an action plan for the branch. Readers are invited to analyze the situation and formulate strategies to navigate the gap between procedural rigor and the need for empathy and humanized service in a context marked by declining trust in financial institutions.