Author: Raquel

We share MST Holding’s vision on the evolution from BPO to KPO at Expo Relación Cliente 2025

by Raquelcall center / NEWS / NEWSLeave a Comment on We share MST Holding’s vision on the evolution from BPO to KPO at Expo Relación Cliente 2025

During Expo Relación Cliente 2025, organized by IFAES, the round table “From BPO to KPO (Knowledge Process Outsourcing) to become an Experience Partner” took place.
Among the speakers, we would like to highlight the participation of Jessica Barceló, CEO of MST Holding, who offered an inspiring perspective on how companies in the sector are evolving toward models based on knowledge, technology, and human purpose.

“Change is not only operational, it is cultural.”

Jessica explained how MST Holding has evolved from a people-intensive organization to a company where technology, analytics, and specialized talent coexist to drive clients’ transformation.

“The creation of an ecosystem where talent, technology, and analytics integrate to enhance our clients’ capabilities is the true core of change” she stated.
For Barceló, the key lies in consistency:
“Trust is earned through transparency and coherence. At MST, we work around three pillars: consistency in resources, in technology, and in delivery.”

From Data to Value
The executive shared examples of how MST is applying its own artificial intelligence models in sectors such as pharmaceuticals and banking, achieving performance improvements of up to 40%.
“Our advantage is that the technology is proprietary, allowing us to ensure traceability, reliability, and regulatory compliance,” she explained.
Beyond efficiency, the goal is to turn data into useful knowledge — capable of enabling intelligent decisions and improving customer experience.

Technology with Empathy
Jessica emphasized that technology does not replace human value but amplifies it:
“Empathy, emotional understanding of the customer, and context interpretation will always be irreplaceable.”
For this reason, MST promotes the role of the Experience Consultant, a profile that combines analytical thinking and human sensitivity to provide strategic value in every interaction.

Spain, a European KPO benchmark
In the final part of the session, Barceló highlighted Spain’s role as a hub of knowledge and trust within the KPO landscape.
“We have a culture of compliance, economic stability, and well-prepared talent. But we must continue investing in technological and digital training.”
She advocated for the importance of reskilling and collaboration between companies, universities, and public institutions to face the future with confidence.

Towards a Shared Knowledge Model
Jessica concluded her speech with a statement that perfectly summarizes the essence of this new paradigm:
“The real change is not in what we do, but in how we do it. From providers to partners. From tasks to value. From execution to knowledge.”

A Final Reflection
The round table made it clear that the sector has entered a new stage: one of shared knowledge, collaboration, and applied intelligence.
The contributions from the various speakers — from Ilunion’s operational expertise to Zelenza’s technological vision or Atento’s strategic perspective — all agreed on one essential point: the evolution from BPO to KPO is not a trend, but a structural transformation redefining how companies create value alongside their clients.
The debate, ultimately, reflected the maturity of the industry: a sector that no longer just executes, but thinks, analyzes, co-creates, and supports. And that evolution — as demonstrated at Expo Relación Cliente 2025 — is already underway.

www.mstholding.com

IFEMA MADRID entrusts MST Holding with the management of its Contact Center

by Raquelcall center / NEWS / NEWSLeave a Comment on IFEMA MADRID entrusts MST Holding with the management of its Contact Center

We are pleased to announce that MST Holding has been awarded the contract for the management of IFEMA MADRID’s Contact Center service — one of the leading trade fair institutions in Europe. This award reinforces our position as a benchmark in customer service management across highly complex, visible, and high-volume environments, both in the public and private sectors.

The contract awarded to MST Holding aims to provide multichannel management of IFEMA MADRID’s customer and contact services, covering inbound call handling, email management, click-to-call and chat services, as well as outbound calls. This is a key service, not only because of its scale, but also due to its direct impact on IFEMA MADRID’s institutional image and the experience of thousands of users.

Our service will be designed to meet the needs of exhibitors, visitors, suppliers, journalists, organizers, agencies, assemblers, and internal staff, always ensuring agile, effective, and excellence-driven attention — fully aligned with IFEMA MADRID’s standards.

The scope of the project goes far beyond assisting visitors to trade fairs or congresses. IFEMA MADRID is a top-tier economic and social engine, hosting 740 annual events including trade fairs, congresses, conventions, and shows.

A Contact Center with an integrated vision and advanced technology

The IFEMA MADRID Contact Center, managed by MST Holding, will play an essential role in the institutional, commercial, and operational communication of the organization.

Among the main services we will manage are:

  • General information about trade fairs, congresses, and events.
  • Technical, commercial, and administrative support.
  • Advice on participation and accreditation services.
  • Document management and communication delivery.
  • Data and information validation.
  • Outbound campaigns and sales.
  • Customer satisfaction surveys.
  • Call transfer and case assignment.
  • Database maintenance and updates.

All of this will be structured across multiple channels — including inbound calls, emails, click-to-call, and real-time chat — ensuring a consistent, seamless, and personalized experience.

Omnichannel support will be key to this service, particularly in the face of the growing prominence of digital channels, which are increasingly replacing traditional phone calls. The service will accurately identify each type of interlocutor — from an international visitor to a sponsor or supplier — to provide personalized and efficient responses in record time.

People, processes, and technology: the MST Holding DNA

MST Holding’s proposal combines strategic vision, operational excellence, and a strong customer focus. For the IFEMA MADRID project, we will deploy a highly qualified multidisciplinary team, specifically trained in the institution’s values, protocols, and tools.

We will implement specialized supervision mechanisms, KPI analysis, real-time quality monitoring, and continuous improvement plans. In addition, we will integrate our proprietary technological solutions for process orchestration, voice analytics, and task automation, with the goal of increasing efficiency and enriching every user experience.

Service planning will include a structured and secure implementation phase, with intensive team training, technological integration with IFEMA MADRID’s systems, pilot testing, and process validation — all designed to ensure full operational readiness from day one.

At MST Holding, we understand that technology is an essential tool, but that true value lies in people. That’s why every agent will act as an ambassador of the IFEMA MADRID experience — prepared to guide, resolve, and build loyalty with customers in every interaction. Every call, message, and conversation will contribute to strengthening the reputation of both IFEMA MADRID and our own organization.

Committed to IFEMA MADRID’s success

The trust placed in MST Holding by IFEMA MADRID represents another milestone in our journey as a strategic partner for major organizations. This project not only consolidates our experience in high-demand environments but also places us at the very heart of the professional and public events hosted by IFEMA MADRID.

At MST Holding, we embrace this challenge with enthusiasm, commitment, and pride — because we understand that customer service is not just about solving inquiries; it’s about managing emotion, expectation, and brand image.

2026 will mark a turning point for Madrid, for IFEMA, and for MST Holding — because we know that when innovation, experience, and passion come together… there’s no goal that cannot be achieved!

www.mstholding.com

Costa Cruises and MST Holding: A Joint Voyage Toward International Excellence

by Raquelcall center / NEWSLeave a Comment on Costa Cruises and MST Holding: A Joint Voyage Toward International Excellence

MST Holding and Costa Cruises have been recognized as finalists at the 2025 European Contact Centre & Customer Service Awards (ECCCSA) in the category of “Best Employee Experience” — an achievement that highlights their shared commitment to building inspiring, educational, and human-centered work environments. This nomination reflects the essence of the project both companies have developed in Barcelona: a multilingual customer service model that combines operational excellence, cultural proximity, and a deep connection between the team, the brand, and the environment. Being finalists in this category represents international recognition of a way of working where employee well-being directly translates into an exceptional customer experience.

In a globalized and highly competitive market, standing out is not only about delivering good results — it’s about building real connections between people, their environment, and the service itself. This is precisely the foundation of one of the most inspiring projects of MST Holding’s International Unit: our multilingual customer service for Costa Cruises, developed from an unbeatable strategic location — just one kilometer from the Port of Barcelona, the embarkation and disembarkation point for a large part of the Costa fleet.

This physical proximity is much more than an anecdote. It represents an experiential approach to customer service, where our agents become true brand ambassadors — living the product firsthand, embracing its culture, and generating a level of connection and understanding that is hard to match in more distant or impersonal environments.

A Multilingual Service with an International Soul

From MST’s international hub in Barcelona, we support customers from across Europe in different languages, channels, and time zones. The Costa Cruises project is a clear example of how we combine operational excellence with a human and empathetic approach, adapting our service to the specific needs of different markets and cultures.

The teams assigned to this project include native or bilingual profiles in languages such as Italian, French, German, English, Spanish, and Dutch. This ensures smooth and close communication with the end customer while reinforcing the traveler’s positive experience throughout all stages of the relationship cycle — from the initial booking to post-sales, including inquiries, service modifications, or incident management.

But what truly makes this project unique is its differentiating focus: training our agents not only in processes and protocols but also in real-life Costa experiences.

Experiential Training: Living the Product from Within

One of the keys to the success of this collaboration has been the joint design of a training plan with a strong experiential component. We know that someone who has lived an experience can describe and defend it authentically. For that reason, we’ve built a training path that allows our teams to get to know the product firsthand.

Among the most notable training initiatives are:

  • Onboard training sessions conducted by Costa staff, with the direct participation of our agents. These sessions include not only theoretical content but also tours of the ship’s facilities, detailed explanations of services, and direct interaction with the crew.
  • Guided visits scheduled during ship stopovers in the Port of Barcelona. Our agents regularly board the ships when they dock in the city, allowing them to stay up to date with new developments and strengthen their connection with the brand.
  • An exclusive full-immersion program, where selected agents spend an entire week working aboard a six-night cruise as part of a special training itinerary. This experience offers deep insight into the journey from within while boosting motivation, engagement, and pride of belonging.

This commitment to experiential learning represents a strong competitive advantage for MST Holding and a unique value proposition for both our client and the people involved.

Benefits for the Team: Motivation and Engagement

Working on the Costa Cruises project is not only a professional opportunity but also a deeply enriching personal experience. The physical proximity to the port, the chance to explore the ships from within, and the direct contact with the brand make this service a living, dynamic, and inspiring project.

Some of the specific benefits offered to our Costa team include:

  • A privileged office location, just a 15-minute walk from the port, in a well-connected and central area with all services nearby — strengthening both the symbolic and practical link with the maritime environment.
  • Access to exclusive training programs and professional development initiatives designed specifically for this project.
  • An international working environment, with colleagues from different nationalities and a collaborative spirit that reflects the multicultural nature of the end customer.
  • Internal growth opportunities, both within the project itself and in other multilingual services across the company.
  • Participation in shared brand initiatives, such as events, special campaigns, and joint communications that reinforce team identity.

All these elements create a unique work ecosystem that not only enhances service quality but also positively impacts employee well-being and talent retention.

A Customer Service Model That Reflects Our Vision

At MST Holding, we believe the BPO of the future must be built on empathy, proximity, and experience. Meeting KPIs is not enough — it’s essential to deeply understand the product, align with the client’s values, and create engaging and motivating work environments.

The Costa Cruises case perfectly illustrates this model. It’s a service in which:

  • Customer service becomes a genuine act of brand representation.
  • The team is empowered and trained with firsthand knowledge, not just procedures.
  • The physical environment (the city, the port, the sea) is part of the story and the experience.
  • The collaboration between client and provider is based on trust, transparency, and co-creation.

This approach allows us to deliver exceptionally high-quality services, with strong satisfaction rates among both customers and employees, and sustainable results over time.

A Port of Departure Toward the Future

Barcelona — with its international character, dynamism, and close relationship with the sea — is the ideal setting to continue driving innovative customer service models like this one. From the International Unit of MST Holding, we are convinced that proximity — physical, cultural, and emotional — will be one of the keys to customer service success in the coming years.

And when we speak of proximity, we don’t just mean the distance between the office and the ship, but a way of working in which the client, the team, and the environment align to create memorable experiences.

Costa Cruises and MST Holding continue to move forward together on this journey, proving that it is possible to deliver outstanding multilingual service through a human, committed, and distinctive approach. Because when the sea is so close, inspiration flows, motivation grows, and quality shines through.

www.mstholding.com

AI Integration Project in Salesforce: Artificial Intelligence Revolutionizes Customer Service

by Raquelcall center / NEWS / NEWSLeave a Comment on AI Integration Project in Salesforce: Artificial Intelligence Revolutionizes Customer Service

The Banking Business Unit (BBU) of MST Holding continues to move forward in its mission to transform customer service within the financial sector. Its latest step in this direction is the launch of the AI Integration Project in Salesforce, an initiative that combines the power of Artificial Intelligence with the versatility of one of the most widely used CRM platforms on the market.

Developed in collaboration with a major client in the financial industry, this project represents a qualitative leap in how customer relationships are understood and managed. It is not only about incorporating technology, but about evolving the service model to make it more predictive, efficient, and human-centric.

Anticipating Needs: A New Paradigm in Customer Service

The AI Integration Project in Salesforce redefines the interaction between agents and customers. Until now, customer service followed a reactive model: the customer contacted support, explained the situation, and the agent had to gather information before offering a solution. With this new integration, Artificial Intelligence allows agents to anticipate the reason for the call or inquiry, providing contextual information even before the conversation begins.

This makes the process smoother, more empathetic, and more personalized. Agents no longer start from zero—they have a clear view of the customer’s history and needs. This accelerates support, reduces waiting times, and generates a perception of continuity and real customer understanding.

This shift marks a profound evolution: we move from “handling requests” to “proactively understanding and resolving needs,” strengthening the emotional bond between customers and the brand.

Artificial Intelligence Applied to Customer Knowledge

One of the biggest challenges for customer service teams is quickly accessing relevant information. In complex environments like finance, where each interaction may involve multiple products, processes, and channels, AI becomes a strategic tool.

The AI Integration Project in Salesforce offers exactly that: a smarter way to manage information. Through automated analysis of interaction history, AI identifies the most frequent topics, behavioral patterns, and satisfaction or dissatisfaction indicators.

This real-time analytical capability enables agents to adapt their communication and tone based on context, enhancing empathy and effectiveness in every interaction. Additionally, the system recommends relevant information or resources, optimizing knowledge management within the team.

Ultimately, Artificial Intelligence does not replace human work— it amplifies it: it provides context, saves time, and improves response quality, allowing professionals to focus on what truly brings value: human connection.

Efficiency, Accuracy, and Continuous Improvement

Integrating AI into Salesforce also has a direct impact on operational efficiency. With more complete and accurate information, agents can resolve cases faster and with greater reliability.

This optimization not only enhances internal productivity but results in a more consistent customer experience—agile, personalized, and free from unnecessary repetition.

The system includes a continuous feedback mechanism, enabling teams to assess the usefulness of AI insights and propose improvements. This ongoing learning ensures that the model evolves alongside business needs and customer expectations.

It becomes a virtuous cycle where technology learns from human experience and people benefit from technology’s accumulated knowledge.

MST Holding’s Role: Innovation with Purpose

At MST Holding, we view innovation as a means to improve customer experience and organizational efficiency. The AI Integration Project in Salesforce is a clear example of how technology, strategic vision, and industry expertise can generate tangible impact for both service teams and end users.

Our participation in initiatives like this reinforces our position as a trusted partner in digital transformation and advanced customer relationship management. We are committed to solutions that integrate Artificial Intelligence, automation, and predictive analytics to help organizations evolve toward smarter, more sustainable, and more human-centric service models.

The financial sector, in particular, is at a decisive moment where operational efficiency, security, and personalization have become key differentiators. At MST Holding, we support financial institutions in this transition by providing BPO services, consulting, data analytics, and technology applied to customer service—always focused on results and continuous improvement.

Toward More Human and Intelligent Service

AI applied to customer service opens a new era where technology and people work complementarily. Artificial Intelligence brings analytical capability, context, and agility, while agents contribute emotional intelligence—empathy, understanding, and personalized attention.

The AI Integration Project in Salesforce symbolizes this union between the digital and the human worlds. Through this initiative, MST Holding demonstrates that technology can be used not to replace humans, but to enhance their capabilities, delivering more meaningful, coherent, and effective service.

In an increasingly competitive environment where customers demand immediacy, transparency, and personalization, this type of solution makes a difference. It represents the future of customer service: a predictive, intelligent, and people-focused model.

One Step Closer to Excellence

The AI Integration Project in Salesforce reinforces MST Holding’s commitment to innovation, quality, and continuous improvement. Our purpose is to support organizations in their transition toward more efficient, digital, and human customer service models.

With each advancement, we move closer to a new way of understanding service: smarter, faster, and more empathetic. A service that combines the knowledge of technology with the warmth of people to deliver exceptional experiences in every interaction.

www.mstholding.com

Optima360: Commercial Intelligence Applied to Banking Performance

by RaquelNEWS / NEWSLeave a Comment on Optima360: Commercial Intelligence Applied to Banking Performance

In a financial environment marked by mergers, integrations, and restructurings, many banks face a very specific operational challenge: how to manage increasingly large client portfolios with sales teams that have not grown at the same pace. This tension between capacity and volume can lead to missed opportunities, internal overload, and a suboptimal customer experience.

At MST Holding, through our Banking Business Innovation (BBI) unit, we have developed a solution designed to address this challenge intelligently and efficiently. Optima360 is an intelligent commercial management module included in our BBI platform, designed to enhance the productivity of banking sales teams through artificial intelligence, automation, and smart prioritization.

What is Optima360?

Optima360 is an advanced system that enables financial institutions to efficiently manage complex and oversized client portfolios. By leveraging AI algorithms trained on real data and its automation capabilities, the module helps to:

  • Prioritize leads and contacts with the highest potential.
  • Predict customer needs before they are expressed.
  • Automate routine tasks in the sales cycle.
  • Reduce pressure on teams without missing business opportunities.

It provides an answer to an urgent question: how to serve better, with fewer resources, without compromising results?

The Challenge of Oversized Portfolios

After a merger or integration, it is common for sales teams to inherit hundreds or thousands of new clients—many of them with unknown needs, different histories, and varied behaviors. In this context, managers must make quick decisions: Who should I contact first? Who has the highest conversion potential? What can I offer them?

If these decisions are made manually or intuitively, the margin for error is high and efficiency is low. Optima360, on the other hand, provides a data-driven logic for action, using predictive models and intelligent automation to assign priorities strategically and maximize available resources.

Key Features of Optima360

Optima360 is designed to optimize all phases of the sales cycle, from planning to execution and follow-up. Its main capabilities include:

1. Segmentation by Value and Conversion Propensity
The platform analyzes historical behavior, demographic profiles, product usage, and other variables to segment clients and leads based on their potential value. This allows banks to determine, for example:

  • Who is most likely to take out a specific product.
  • Which clients require immediate contact and which can wait.
  • Where to invest time and effort to maximize return.

This segmentation goes beyond traditional classification by transaction volume or account balance, incorporating propensity models and expected future value to create a far more useful and realistic commercial map.

2. Contact Prioritization
Using segmentation and propensity indicators, Optima360 generates dynamic lists of prioritized contacts, enabling each manager or agent to focus on clients with the highest likelihood of conversion at that specific moment.

Prioritization adapts in real time, taking into account:

  • Changes in customer behavior.
  • New data from other areas (risk, operations, etc.).
  • Results from previous campaigns.

In this way, every commercial action is based on informed, strategic decisions, avoiding unproductive or misdirected efforts.

3. Needs Prediction
One of Optima360’s differentiating strengths is its ability to predict future needs before the client expresses them. Using algorithms trained on large volumes of banking data, the system can anticipate, for example:

  • Which clients are about to need a loan.
  • Who could benefit from an investment fund.
  • Which users are at risk of churn or dissatisfaction.

This predictive intelligence transforms reactive sales into proactive engagement, improving the customer experience and increasing conversion rates.

4. Automation of Initial Contact and Follow-Up
For high-volume or lower-value profiles, Optima360 can fully automate the initial contact and subsequent follow-up without human intervention.

This may include:

  • Sending personalized emails.
  • Automated SMS or push notifications.
  • Calls via automated voice assistants.
  • Automatic CRM updates based on responses or interactions.

This allows teams to focus exclusively on the most valuable or complex contacts, while the platform autonomously keeps the rest of the funnel active.

Intelligence at the Service of People

One of the principles behind Optima360 at MST Holding is that artificial intelligence does not replace human capital—it empowers it. Our platform is not intended to replace the manager or sales team but to give them superpowers:

  • Freeing them from repetitive and administrative tasks.
  • Providing clarity on where to focus their effort.
  • Offering personalized arguments for each client.
  • Helping them achieve more results with less effort.

In this sense, Optima360 improves the quality of sales work and reduces operational stress, increasing satisfaction for both the team and the end customer.

Tangible Results

Financial institutions already using Optima360 in their commercial operations have achieved improvements such as:

  • An increase in commercial conversion rates of over 30%.
  • A 25% reduction in average deal closure time.
  • Fewer unproductive calls or unnecessary interactions.
  • Enhanced customer experience, with timely and useful proposals.

All of this is achieved with the same team, the same portfolio, and without additional structural costs. The secret is using technology intelligently—and that is precisely Optima360’s goal.

Part of a Broader Vision: BBI

Optima360 is not an isolated module but part of a broader technological proposition: BBI (Business Banking Innovation), our exclusive banking unit that allows institutions to optimize all their key processes—from front-office business generation to complex back-office optimization across all banking and insurance verticals.

At MST Holding’s Banking Business Unit, we designed BBI so that each institution can configure its solution according to its needs, incorporating only the modules required, with the option to scale or integrate new capabilities as the business evolves.

Within this ecosystem, Optima360 acts as the commercial brain, helping make better decisions, act quickly, and build stronger relationships with clients.

Conclusion

Optima360 is much more than an intelligent CRM. It is an AI-based commercial management platform that allows banks to multiply operational capacity without expanding structures, serving better, selling more, and retaining clients efficiently.

In an environment where growth does not always come with more resources, solutions like this are essential to remain competitive, care for clients, and empower internal talent.

At MST Holding, we are clear: the future of banking lies in data-driven decision-making and unlocking human potential with the help of technology. With Optima360, that future is already here.

www.mstholding.com

Relocation Plan: This Is How We Care for International Talent at MST Holding

by Raquelcall center / NEWSLeave a Comment on Relocation Plan: This Is How We Care for International Talent at MST Holding

At MST Holding, we firmly believe that talent knows no borders. And from the International Business Unit (IBU), we wanted to prove it with actions. Over the past year, we have launched one of the most ambitious and transformative projects of our international strategy: the Relocation Plan, an initiative designed to attract native talent from their countries of origin and ensure their full integration in Barcelona, supporting them from the very first moment with a comprehensive relocation program, carefully managed down to the smallest detail.

In an increasingly competitive and globalized environment, where multilingual and multicultural customer service has become a key advantage, having native professionals who understand not only the language but also the cultural nuances of their countries is essential to guarantee an excellent customer experience. But going beyond international recruitment and committing to a truly human approach to mobility has been the differentiating factor of this program.

What is the Relocation Plan?

The Relocation Plan is much more than an international hiring program. It is a comprehensive value proposition that enables MST Holding to attract, welcome, and integrate qualified international talent for our multilingual BPO services, based in Barcelona.

From the very first contact with the candidate, the goal is clear: build trust, provide guarantees, and offer a positive arrival experience that encourages stability and long-term commitment. To achieve this, the plan includes a set of practical and human measures that address the main barriers international professionals usually face when deciding to move to another country.

What does this program include?

The Relocation Plan has been designed to minimize uncertainty and facilitate every aspect of relocation and integration. Among its components are:

  • Flight ticket from the country of origin, managed directly by MST, to ensure a safe and comfortable arrival.
  • Guaranteed accommodation during the first months, in well-located, central rooms with good transport connections, making the first stage stress-free.
  • Intensive language course, focused on Spanish and Catalan if needed, enabling new talent to adapt confidently both at work and in daily life in the city.
  • Personalized assistance with administrative procedures: city registration, social security number, opening a bank account, health card… all those details that can feel overwhelming upon arriving in a new country.
  • Support from the HR and Corporate Culture team, providing guidance, emotional support, and active listening throughout the adaptation process.

In the words of one HR team member:
“We didn’t just want to hire someone for a position. We wanted to accompany a person through an important stage in their life, with sensitivity and closeness. That’s what makes the difference.”

Why do we do it?

In a context where international mobility has accelerated but also faces many challenges, the Relocation Plan is based on three key convictions we share as a unit and as a company:

1. Because well-being matters
We know that one of the main reasons many foreign professionals abandon their projects abroad is due to emotional and logistical factors: the stress of moving, lack of a social network, housing difficulties, or financial insecurity in the first months.
Our program aims to reduce that negative impact, supporting people through their adaptation and offering a stable environment in their first steps. We believe that when personal well-being is cared for, professional performance flourishes.

2. Because we want a complete employee experience
Our vision of talent goes beyond technical skills. We are committed to creating an employee experience in which each person feels valued, respected, and part of something bigger.
The Relocation Plan reflects this philosophy: we care about keeping our professionals motivated, comfortable, and excited. We want them to see MST as a place where they can grow and develop.

3. Because Barcelona is an opportunity… if managed well
Barcelona is a multicultural, vibrant, and attractive city. But it can also be a challenge for those arriving without a support network or local knowledge. With the Relocation Plan, we aim to turn that opportunity into a sustainable reality, helping talent put down roots and find their place in this unique city.

Initial results: Numbers that speak for themselves

The Relocation Plan was launched as a pilot in mid-last year, and since then, the results have been more than positive:

  • Recruitment of native talent from France, Italy, Germany, and the Netherlands, for multichannel customer service projects for international clients across various sectors.
  • High satisfaction rates among participating employees, who especially value the human support received and the sense of security during their first months.
  • A retention rate that far exceeds the market average for international profiles, reinforcing our commitment to well-managed integration.
  • Strengthening of MST’s international employer brand, consolidating our position as an attractive company committed to global talent.

A strategic commitment aligned with our values

The Relocation Plan is not a one-off gesture or a marketing move. It is a strategic commitment aligned with our company values: people orientation, commitment to quality, and an international outlook.

It strengthens our ability to offer high-quality native services, improves our clients’ experience, and projects the image of an innovative, sensitive, and global company.

Moreover, this initiative perfectly aligns with current labor market trends: more and more professionals value not only salary or working conditions, but also the support they receive, company culture, and work-life balance. In this sense, MST Holding makes the difference.

And now… what’s next?

The Relocation Plan is here to stay, and in the coming months we will continue working to expand, enrich, and adapt it to new profiles and nationalities. We want to keep building a strong, cohesive, and committed international community that reflects the richness and diversity of our environment.

From the IBU, we would like to thank all the areas involved—HR, Training, IT, Legal, Corporate Culture, and of course, the operational teams—that have made this initiative a reality. Working together, we are building a truly global talent experience, with our heart rooted in the local.

www.mstholding.com

Gamification in Action: How MST Holding Turns Motivation into Results

by Raquelcall center / NEWS / NEWSLeave a Comment on Gamification in Action: How MST Holding Turns Motivation into Results

At MST Holding, innovation goes beyond technology or processes. It’s also present on every floor, in every team, and in every action. With a well-established vision as leaders in BPO and contact center services, we are committed to original and effective ways of improving performance, boosting motivation, and strengthening a culture of commitment. One of our latest initiatives clearly demonstrates this: the gamification of our Madrid site, a strategic boost to energize sales and enhance team motivation.

Motivating Elements: Dynamism and Recognition in Everyday Work
As part of this commitment, we have integrated playful and motivational initiatives that combine immediate recognition and dynamism to enrich the workplace atmosphere. Through small symbolic actions, we reinforce emotional connection to goals, pride in a job well done, and team spirit.

These dynamics ensure that every individual achievement turns into a shared celebration, encouraging active participation and creating a more positive, success-oriented environment.

What Is Gamification and Why Does It Work?
At MST Holding, we understand gamification as the application of game mechanics in professional environments, with the aim of boosting motivation, commitment, and performance. It is an emotional management tool that translates goals and KPIs into challenges, dynamics, and visible achievements. The result is an environment where routine becomes stimulation and where every milestone is proudly celebrated.

Especially in sales, commercial support, and telemarketing services, this approach has a direct impact on results. Introducing playful elements that promote immediate recognition activates the dopamine of achievement, fosters healthy competition, and improves team morale. Most importantly, it increases performance without the need for external pressure. Motivation comes from within.

Madrid: A Site that Inspires and Innovates
Our Madrid operations center is an example of MST Holding’s growth and consolidation in Spain. It is a modern, functional space designed to maximize the employee experience. Incorporating gamification dynamics into this environment is consistent with our vision of leadership in the sector: we take care of people so they can take care of customers.

In a competitive contact center context, where every call counts, we know that emotions make the difference. That’s why we’ve chosen this simple but powerful dynamic that turns the workplace into a motivating experience and delivers real business impact.

First Results: A More Positive Atmosphere, Better Numbers
Since implementing these dynamics at our Madrid site, we have observed several positive effects:

  • Greater team energy.
  • Increased conversion indicators.
  • Improved work climate.
  • Reduced stress and stronger team spirit.

And although quantitative results are important, what we value most is the change in attitude. Symbolic celebrations have become shared moments, strengthening trust, belonging, and pride in being part of a winning team.

A Tool Aligned with Our Values
This initiative reflects the values that define MST Holding: innovation, excellence, commitment, and humanity. We believe in technologies that improve processes, but also in ideas that improve people. And this initiative is a clear proof of how emotional and operational aspects can work together to achieve sustainable results.

Moreover, gamification helps retain talent, reduces absenteeism, strengthens employer branding, and reinforces the connection between teams and goals. Ultimately, it’s not just about selling more, but about selling better and with greater motivation.

Next Steps: Scaling What Works
The success of this initiative in Madrid encourages us to extend this practice to other sites and projects. Each center has its own culture and particularities, so we will adapt the proposal to the specific needs of each client and service. The goal is clear: to create gamified environments where people enjoy working and feel recognized for their daily effort.

We are already working on new ways to integrate both digital and in-person gamification elements, with leaderboards, visible goal boards, collaborative challenges, and real-time positive reinforcement dynamics.

Celebrating Drives, Motivation Transforms
At MST Holding, we believe in motivation based on recognition, participation, and enthusiasm. The introduction of motivational dynamics at our Madrid site is not an anecdote: it’s a strategy. A way of connecting results with emotions, aligning performance with satisfaction, and proving that taking care of the team is the best way to take care of the business.

Because every time a success is celebrated at MST Holding, it’s not just a sale that is recognized: it’s the power of people, the strength of the team, and the value of a culture that embraces motivation as the driving force of transformation.

www.mstholding.com

BBU prepares for the integration of EVO Banco into Bankinter with intensive training for more than 100 agents

by RaquelSin categoríaLeave a Comment on BBU prepares for the integration of EVO Banco into Bankinter with intensive training for more than 100 agents

A strategic step towards technological consolidation in the banking sector, led by MST Holding

The Banking Business Unit (BBU) of MST Holding has reached a new milestone that reaffirms our commitment to operational excellence and the digital transformation of our partners in the financial sector. During June, BBU launched an intensive three-week training plan to prepare our team for the technological integration of EVO Banco into Bankinter’s environment. This operational merger, successfully completed on Saturday, July 12, marks an important step in the technological convergence strategy of both banks, and MST Holding has been present throughout the process.

What does this integration mean?
EVO Banco, part of the Bankinter Group since 2019, had been operating with independent technological systems until now. With this integration, the bank completes its transformation to operate entirely on Bankinter’s technological platform, aligning processes, channels, and tools across all customer touchpoints.

At MST Holding, and specifically within our Banking Business Unit, we played an active role in this process, supporting our client with a training and operational rollout designed to ensure service continuity and provide smooth, high-quality customer care during a particularly sensitive time for users.

Intensive training: more than 100 agents prepared
In June, our training team, working alongside operations, quality, and technology managers, implemented a specific three-week training program for over 100 agents, who now make up the special customer service team for this new stage.

This training covered multiple areas:

  • Onboarding EVO customers
  • Understanding new operational flows: how processes are managed after the migration of data and systems.
  • Integration of technological tools: adaptation to Bankinter’s core banking system, with special focus on navigation in shared environments.
  • Incident management: expected cases and protocols for the first days after integration, designed for quick and empathetic resolution.
  • Customer experience: key guidelines to maintain clear, empathetic communication aligned with the values of both EVO and Bankinter during customer adaptation.

As part of this launch, we promoted 10 internal coordinators, reinforcing our commitment to leveraging the talent and experience of our team to lead this new operational phase.

The result was meticulous preparation that equips our team with the knowledge and confidence needed to handle this new stage with the assurance that customers require.

Teamwork and cross-departmental coordination
The key to the success of this process was, without a doubt, collaboration across departments. Once again, BBU has demonstrated our ability to work transversally, aligning teams from:

  • Training and Quality, who designed materials and sessions tailored to team profiles.
  • Supervision and Coordination, who monitored training progress and strategically scheduled shifts for integration weekend.
  • IT and Technical Support, who facilitated the transition to new tools and ensured a stable work environment.
  • Human Resources and Recruitment, who provided the reinforcements needed to meet deadlines and objectives.

All of this under the leadership of the BBU team, acting as a bridge between client needs, process requirements, and MST Holding’s operational capacity.

The big day: July 12, technological integration
On Saturday, July 12, the definitive integration of EVO Banco into Bankinter’s systems took place. From midnight and throughout the day, our team remained on alert to support the transition, monitor system performance, and assist customers with any issues.

Most of the team also worked on Saturday and Sunday, demonstrating exemplary commitment and collective effort—key factors in the success of the project.

Thanks to early planning, intensive training, the promotion of new internal leaders, and team dedication, the volume of incidents matched expectations and operations remained stable. This success was no accident: it was the result of weeks of preparation, commitment, and coordination.

Highlights include:

  • Activation of the contingency plan, available and operational from the start.
  • On-site and remote training reinforcements throughout Saturday, supporting agents in real operations.
  • Quick team adaptation to new scripts and guidelines, particularly for users noticing changes in access, products, or features.

What comes next
Following the success of this integration, we now move into a post-implementation monitoring phase, during which we will continue to track service performance, gather feedback from both customers and staff, and adjust processes where needed.

At BBU, we are already working on reinforcement sessions and continuous improvement plans to consolidate learnings and maintain support in the coming months.

Moreover, this experience positions us strategically as a reference partner for technological integration and digital transformation processes in the banking sector. More and more clients rely on us not only for customer service but also to accompany them through critical moments like this.

In summary
The integration of EVO Banco into Bankinter has been a milestone for our client but also for us as BBU and as part of MST Holding. More than 100 agents trained in three weeks, ten coordinators promoted, flawless technical and operational deployment, and—above all—the proof that when we work together, even through entire weekends, we achieve great things.

We want to thank the entire team involved—those who worked on the frontlines and behind the scenes, those who trained, coordinated, supervised, and answered calls with commitment and excellence. This victory is yours too!

www.mstholding.com

eHereditas: Efficiency and Sensitivity in Testamentary Management from the Banking Business Unit of MST Holding

by RaquelSin categoríaLeave a Comment on eHereditas: Efficiency and Sensitivity in Testamentary Management from the Banking Business Unit of MST Holding

In the daily operations of financial institutions, few processes combine as much legal, emotional, and operational weight as inheritance management. Testamentary processing represents a real challenge for banks: it requires legal precision, sensitivity when dealing with beneficiaries, and exhaustive coordination across multiple areas. That’s why, from the Banking Business Innovation unit at MST Holding, we have developed eHereditas, a module within our BBI (Business Banking Innovation) platform, designed to radically transform inheritance management within the banking ecosystem.

What is eHereditas?

eHereditas is one of the flagship modules of BBI, our modular solution aimed at modernizing key banking sector processes. This component has been designed to tackle one of the most complex procedures in any institution’s operations: inheritance and testament management.

Its objective is clear: to turn a cumbersome, fragmented, and costly process into a structured, agile, traceable, and respectful experience.
At such a delicate moment for clients—the loss of a loved one—the bank must balance its role as a legal actor with its responsibility as a close and human institution. eHereditas was created precisely to make that balance possible.

The challenges of traditional testamentary management

Banks face multiple difficulties when handling inheritances:

  • Manual and bureaucratic processes, with hundreds of documents to review and validate.
  • Lack of coordination between legal, asset, and customer service departments.
  • Risk of errors or duplications, which may lead to claims or penalties.
  • Excessive processing times, straining the relationship with heirs.
  • Lack of communication sensitivity, which can generate a negative experience for families.

Against this reality, eHereditas proposes a technological solution that automates, organizes, and humanizes.

Key features of eHereditas

1. Automation of document reception and validation
The process begins with the collection of the documentation needed to initiate inheritance proceedings. eHereditas integrates OCR (Optical Character Recognition) technology to digitize and classify documents, as well as automatic validation rule engines that detect inconsistencies or missing data from the very start.

This allows:

  • A drastic reduction in human errors.
  • Faster case file reviews.
  • Automatic generation of pending document lists.
  • Easier traceability from the beginning of the process.

2. Integrated legal assistance
eHereditas is more than just an operational tool. It also integrates a legal assistance system to guide internal bank users through every step of the process. It includes:

  • Customizable legal templates.
  • Compliance checklists by jurisdiction.
  • Access to remote legal advisory services (optional).
  • Dynamic rules that adapt the process to different inheritance scenarios (with/without will, multiple heirs, foreign assets, etc.).

This enables banking teams to act with greater legal certainty and confidence, reducing the risks of legal mistakes or future disputes.

3. Clear and multichannel communication with beneficiaries
In a context as delicate as inheritance, communication with heirs is essential. eHereditas enables a respectful, smooth communication channel tailored to client preferences:

  • Automatic notifications via email, SMS, and web.
  • Access to a secure heir portal where documents can be uploaded, case status tracked, and questions asked.
  • Option to activate video call sessions with specialized managers.
  • An auditable, recorded interaction history.

This approach radically improves the end-user experience, offering closeness, transparency, and trust.

4. Agile and traceable asset liquidation
One of the most critical stages of testamentary processing is asset liquidation. eHereditas allows banks to:

  • Automatically identify and consolidate the deceased’s assets within the institution.
  • Establish distribution plans according to the will or applicable legislation.
  • Execute liquidations with full traceability and reporting.
  • Coordinate with notaries, lawyers, or other stakeholders.

What once took weeks or months can now be significantly shortened without losing legal rigor or operational control.

Technology, sensitivity, and efficiency: the hallmark of MST Holding

eHereditas is a clear example of MST Holding’s approach: combining advanced technology with a deep understanding of financial sector processes. Our BBI platform doesn’t just digitize tasks—it transforms complex workflows into modern, agile, and human-centered experiences.

This module reflects three principles that guide our Banking Business Innovation:

  • Technology with purpose: We automate only where it adds real value, maintaining the human touch where necessary, and allowing clients to know at all times which stage their case is in. Both heirs and bank branches can, with a single click, check the process status.
  • Human-centric focus: We understand that every interaction, especially in sensitive processes such as inheritance, must be handled with the utmost care.
  • Operational excellence: We design workflows that cut costs, shorten processing times, and improve traceability and compliance.

Real impact: from bottleneck to opportunity for improvement

The first implementations of eHereditas in national banks and savings banks have demonstrated its potential:

  • 60% reduction in processing times.
  • 70% decrease in document-related errors.
  • Significant increase in heir satisfaction.
  • Reduced workload for legal and administrative departments.

Furthermore, by turning a traditionally cumbersome process into a structured and efficient experience, banks improve their reputation and strengthen client relationships during a key moment in their lives.

A new standard in testamentary management

With eHereditas, MST Holding proposes a new paradigm for inheritance management in banking: one where operational efficiency, regulatory compliance, and human sensitivity coexist in harmony.

This module is part of our BBI’s commitment to responsible banking innovation. We know that digital transformation in banking is not just about speed or cost reduction, but also about putting people at the center of change.

From now on, inheritance management no longer has to be a traumatic process—neither for clients nor for financial institutions. With eHereditas, MST Holding has developed a solution that brings order, efficiency, sensitivity, and control to one of banking’s most complex procedures. As part of our BBI platform, it represents our commitment to a more modern, more human, and more client-connected banking model.

eHereditas transforms a challenge into an opportunity for excellent service.
Because even in difficult times, the bank can make a difference.
And at MST Holding, we are here to make it possible.

www.mstholding.com

Platinum Award 2025: European Recognition for MST Holding’s Multilingual Technical Support Service

by Raquelcall center / NEWS / NEWSLeave a Comment on Platinum Award 2025: European Recognition for MST Holding’s Multilingual Technical Support Service

As part of our ongoing commitment to customer experience excellence, the International Business Unit (IBU) at MST Holding is proud to celebrate the outstanding results achieved in the Customer Service project for Brother — a strategic collaboration that has evolved remarkably over the last few years. Through an omnichannel approach, a multicultural team, and a results-oriented methodology, we have built a first-class support model that delivers technical assistance to users across Europe.

This joint effort has received international recognition. In 2024, we were awarded the Bronze Award at the European Contact Centre & Customer Service Awards (ECCCSA) in the category of “Most Effective Strategic Transformation” for our work with Brother. More recently, in 2025, we received the Platinum Customer Experience Award from Contact Center Hub in the category of Best Customer Experience in Professional Services, again for our service to Brother. This double recognition reaffirms the transformative impact of our model and fuels our commitment to excellence, innovation, and continuous improvement.

A High-Complexity, High-Value European Service

The Brother service stands out not only for its scope, but for the quality and sophistication of the support model implemented. It is a top-tier technical Help Desk, providing coverage to 15 European countries in 11 languages, operated by a team of over 100 specialized agents. This human and technological deployment enables us to respond to the needs of a diverse, demanding, and constantly evolving customer base, ensuring personalized, effective service aligned with Brother’s brand values.

At MST Holding, we have designed this service with a modular and scalable structure, ensuring operational agility and adaptability in the face of different contexts and demand peaks across Europe.

A Meaningful Evolution: From Continuous Improvement to Transformation

Over the last three years, the service has undergone a profound transformation, not only at the operational level, but also strategically. This change has been crucial in achieving the level of excellence recognized by the Platinum Award — which celebrates not just a good service, but a transformative and exemplary customer experience model at a European scale.

One of the clearest indicators of this progress is the improvement in the Customer Satisfaction Score (CSAT) across both voice and digital channels.

Voice Channel: Reinforcing Proximity and Effectiveness

The telephone remains one of the main contact channels, especially for cases requiring more detailed or personal interaction. In this area, we have successfully increased CSAT from 75% to 90%, a leap that reflects both the professionalism of our agents and the efficiency of our processes.

This improvement has been made possible through continuous training, standardization of best practices, and the implementation of real-time quality analysis tools. Our goal has always been to ensure that every call results in a satisfying, effective experience.

Digital Channels: Giving Voice to Brother’s Digital Strategy

One of the most significant evolutions has taken place in the digital environment. The integration of channels such as chat and WhatsApp has brought the brand even closer to its users, aligning with current communication habits and enabling faster, more accessible support.

In this area, CSAT has experienced exponential growth — rising from 5% to 55% in just three years. This improvement not only highlights the channel’s optimization, but also reflects the cultural shift we have promoted: turning the Help Desk into a proactive, digitally-driven tool capable of delivering added value with immediacy. This innovation has undoubtedly been a key factor in receiving the sector’s most prestigious national and European awards.

Email Channel: Lower Volume, Higher Efficiency

Alongside the growth of digital channels, we’ve worked to reduce dependency on email, traditionally a slower and less interactive option. Through a strategy focused on efficiency and redirecting communication flows, we have significantly lowered the number of technical inquiries received via email.

This was achieved through improvements in the Email Management System (EMS) and proactive awareness campaigns targeting users to encourage the use of chat and WhatsApp as primary contact channels. The result: greater operational efficiency and shorter response times — two critical factors in enhancing customer satisfaction.

Smart Processes for High-Performance Support

Beyond the channels themselves, one of the most important achievements has been the optimization of internal processes, with a particular focus on reducing escalations and increasing first-contact resolution.

Escalation Rate Reduction: From 8% to 0.5%

One of the most telling metrics is the drop in the information escalation rate, which fell from 8% to a historic low of 0.5%. This means that 99.5% of inquiries are resolved by the first-level support team, without needing to escalate to higher tiers.

This milestone was made possible by implementing intelligent procedures and strengthening the first-level team — equipping them with new tools, documentation, and capabilities that enable them to handle more complex cases without compromising quality or response time.

First Call Resolution (FCR): 90% Success Rate

Another key performance indicator is the First Call Resolution (FCR) rate, which now stands at 90%. That means nine out of ten issues are resolved during the first interaction, reducing operational costs while directly boosting customer satisfaction.

This success is the result of a combination of factors: well-trained agents, standardized processes, accessible information systems, and a clear orientation towards resolution from the very first moment.

Commitment to Quality: Monthly Audit and Consulting

To maintain this high level of performance, the service undergoes monthly external audits carried out by Consulting C3, MST Holding’s specialized consulting division. These audits deeply analyze key indicators, interaction quality, and adherence to established procedures.

The results leave no doubt: the service has consistently scored above 91% in overall quality, a standard that reflects the project’s maturity and its alignment with the highest industry demands.

A Success Story Driving the IBU Model

The Brother Customer Service project is now a benchmark within the International Business Unit’s operational model — not only for its geographical scope or volume, but as a living example of how talent, technology, and process excellence can combine to create memorable experiences in complex, multilingual environments.

At IBU, we remain firmly committed to continuous innovation, active customer listening, and operational excellence as the core of everything we do. The Platinum Awards we received in 2025 — both at the European and national levels — are not just accolades. They are powerful validation of the journey we’ve taken with Brother: a multichannel, multicultural, and multilingual support model that has rightfully become a European benchmark for customer experience excellence.

www.mstholding.com