Introduction
MST Holding continues to move forward at a time of profound transformation in the Contact Center industry, driven by the adoption of artificial intelligence, automation and ever-increasing expectations surrounding customer experience.
Today, we revisit the interview conducted by Contact Center Hub with Jessica Barceló, CEO of MST Holding, and Pedro Barceló, Executive Chairman, to discuss the company’s evolution and the future of the Contact Center industry.
Questions for Both
If you had to describe in a few words what defines the company today, what would be the essence that best represents who you are and where you are heading?
Today, MST is defined by its ability to manage complex customer service operations from end to end, combining operational excellence, proprietary technology and a clear business vision. We do more than simply manage customer interactions: we help our clients turn every interaction into greater control, efficiency and tangible results.
That is our essence and also the direction we are heading: continuing to build a model where people and artificial intelligence work together to deliver a more robust, agile and valuable customer experience.
What is the most important commitment MST wants to make to its clients, employees and the industry in the coming years?
Our most important commitment is to drive responsible transformation across the industry. For our clients, we want to remain a trusted partner that delivers stability, control and continuous improvement. For our teams, we want to create an environment where technology enhances talent rather than replaces it.
And for the industry, we want to contribute to a more professional, innovative and genuinely quality-driven Contact Center model, where efficiency and customer experience progress hand in hand.
Questions for Jessica Barceló
What recent milestone do you believe has marked a turning point in the way MST delivers value to its clients?
I believe the major turning point has been consolidating a model in which AI and applied technology have become an integral part of our operations.
We have moved from using technology as a support tool to embedding it into quality control, automation, traceability and continuous service improvement.
This has transformed the way we deliver value because today we do more than simply run operations effectively: we help our clients manage them more efficiently, reduce risks and continuously improve them through greater intelligence and visibility.
How do you ensure that the adoption of new technologies and automation always keeps people at the heart of the customer experience?
At MST, we see technology as a tool to strengthen human value, not diminish it.
We automate processes that reduce friction, eliminate repetitive tasks and improve control, while preserving the role of people in everything that requires judgment, empathy, trust and genuine problem-solving skills.
Our approach is very clear: AI should help teams work better, providing them with more context, greater knowledge and an enhanced ability to deliver value at the moments that truly matter to customers.
What sets MST’s internal culture apart, and how does it help attract and develop talent?
Our culture combines a people-oriented approach, high standards, stability and a commitment to continuous improvement.
We operate in complex environments, but with one very clear principle: people are the driving force that makes technology meaningful.
We invest in strong teams, knowledge development, operational support structures and an environment where both commitment and the ability to evolve are highly valued.
This attracts talent because MST is seen as a stable, ambitious company with long-term opportunities. It also helps develop that talent, as professionals grow in an environment that offers genuine opportunities for specialization, innovation and responsibility.
Questions for Pedro Barceló
MST was recognized as Best Contact Center in 2025 at the Platinum CX Awards. What does this recognition mean for the company, and how has it influenced team motivation and client confidence?
This recognition is a significant validation of our business model and the consistency with which we have worked over the years.
For the company, it means that the market recognizes an approach built on operational excellence, meaningful innovation and a strong commitment to clients.
Internally, it carries enormous value because it strengthens our teams’ sense of belonging and demonstrates that their daily efforts make a real difference.
Externally, it inspires confidence: it confirms that MST is a reliable partner, fully equipped to manage demanding operations with quality, control and a long-term vision.
How do you think the Contact Center is evolving within companies? What roadmap are you following as part of this transformation?
The Contact Center is evolving from a support function into a strategic pillar of customer experience, efficiency and customer intelligence.
Companies are no longer looking solely for customer service capacity; they want control, traceability, intelligent automation and a consistent experience throughout the entire customer journey.
Our roadmap follows this direction: integrating greater operational intelligence, strengthening service governance, reducing repeat contacts, automating wherever it adds value and always preserving human expertise at the moments when customer trust is at stake.
What challenges do you anticipate for the industry, and what opportunities do you see for companies that can adapt quickly and innovate?
The industry faces significant challenges: increasing regulatory requirements, higher customer expectations, pressure to improve efficiency and the rapid adoption of artificial intelligence, which is driving the transformation of processes, roles and control models.
However, there is also a major opportunity for companies that know how to adapt intelligently.
Organizations that succeed in bringing together technology, quality, compliance and talent within a unified model will gain a distinct competitive advantage.
The future will belong to those who understand that innovation is not simply about automation, but about genuinely improving customer experience, efficiency and service reliability.