Having surpassed the barrier of false notions (I’m no longer a tourist), I am slowly settling into the reality that is Brazil. When the vacation period ends and the reality starts to arrive, the Brazil you thought you knew becomes almost as foreign as you once found it to be. My friend explained it in the following manner. First it’s all love, then it’s all hate, then it’s somehow bearable, then you find equilibrium. Currently, I’m slipping into the third phase but while these rights of passage pass through and around me, more and more things I just don’t understand (but try to accept because I’m an outsider). Although as part of the bearable phase, one accepts first and asks questions later…which brings me to the current topic.

1. Why are ATMs (caixa eletrônica) used for so many functions where most of the time they are located within the bank? The lines for these ATMs are crazy long and the customers in each take an average of 5 minutes plus to use them. All the meanwhile, inside the ‘bank’ bank, there is generally quite a lot of employees with no one to attend to. Now, perhaps I’m just the only crazy one of the bunch but why not have the employees assist the customers while the ATMs are used for taking out money or depositing it? If such a thing would become reality (and I know I’m dreaming here), there would be practically no lines at the ATMs (also meaning there would be no line for somebody to cut into) and no one would get stressed with a simple trip to the ATM. Just an idea…

2. Why do oh-so-many businesses use false advertising in Brazil? By offering more products or services than one actually can provide, the only thing one creates is confusion (and probably disappointment) on behalf of the customer when they arrive at your enterprise and inquire as to a product or service which they saw or heard advertised. What is created in these circumstances is a less-satisfied customer (when they get less than they want), an entirely non-satisfied customer (when they prefer nothing over getting less than they want) as well as an employee that has to explain the reality of the situation to the customer and thereby waste time (and as we all know, time is money). From an ice-cream stand on the side of the road that advertises 15 flavors but routinely has in stock a mere 5 or 6, to a larger business (which can take hundreds of thousands in investment to start) that officially lists more services than every single employee at that company knows are actually offered. I don’t get it…