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.

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At MST Holding, we’ve spent years committed to innovation in customer service and sales. One of the tools that’s now part of our daily operations is our AI-based Sales Assistant. This solution is not just a simple chatbot — it’s an intelligent virtual agent, designed to work side by side with our human teams, increasing their efficiency and enhancing their ability to successfully close sales.

What is it and how does it work?

Unlike traditional assistants, our Sales Assistant is fast, autonomous, proactive, and operates 24/7 within our protected environments. It integrates seamlessly with our BPO (Business Process Outsourcing) services and acts as a truly expert companion, always available to assist agents in real time, without the need for manual intervention.

In an environment like MST Holding, where we manage large volumes of multichannel interactions across industries such as telecommunications, food, HVAC, banking, or tourism, having this tool enables us to deliver immediate added value to our clients.

How we use it in our daily operations

Imagine one of our sales agents accesses the ticketing system. In that exact moment, the Sales Assistant analyzes the customer’s history, interprets their profile, and triggers an automated, proactive, and intelligent conversation. In just seconds, it:

• Launches relevant questions based on the customer’s context.
• Suggests products or services aligned with the detected profile and behavior.
• Evaluates the user’s level of interest or purchase intent.
• Automatically generates personalized emails when it detects an opportunity.
• Organizes and records all information in real time.
• And most importantly, supports the agent like a second brain, offering speed and accuracy.

All this happens seamlessly, without interruptions or reliance on external services — a crucial factor for ensuring confidentiality in all our processes.

Secure infrastructure, total control

At MST Holding, security and regulatory compliance are top priorities. That’s why the Sales Assistant we integrate into our services runs 100% on-premise — within our own technological infrastructure. We don’t use cloud-based solutions or outsource business intelligence to third parties.

This ensures:

• Full protection of our clients’ and users’ data.
• Compliance with the most stringent regulations, such as GDPR.
• Complete control over processes and their evolution.
• Technological autonomy, avoiding external dependencies.

Benefits we’re already applying to our projects

From day one, our partners notice significant improvements in their results. Some of the key benefits we’re achieving with this solution at MST Holding include:

• Drastic reduction in response times during sales and service processes.
• Enhanced customer experience through more relevant and seamless interactions.
• Increased conversion rates by offering the right product at the right time.
• Continuous support for agents, who feel empowered, not replaced.
• Effortless analysis and tracking capabilities, turning every interaction into a business opportunity.

Additionally, it enables us to maintain consistent service quality even during high-demand periods or when working with distributed teams — an essential factor for the multilingual and international projects we manage from our hubs in Barcelona, Madrid, and Porto.

Transforming Sales Without Replacing Humans

At MST Holding, we firmly believe in the value of people. That’s why our Sales Assistant doesn’t replace our teams — it empowers them. It automates repetitive or mechanical tasks so that human talent can focus on what truly matters: connecting, convincing, and closing the sale.

This digital assistant is already a reality in many of our services and has proven to be a strategic ally for boosting productivity without losing the human touch that defines us.

The Future Is Already Here — And We’re Building It at MST Holding

In an increasingly competitive and automated industry, MST Holding is committed to technologies that add value — tools that bring intelligence and agility, turning data into decisions. Our AI Sales Assistant is a clear example of how we combine innovation, experience, and customer focus to deliver high-value solutions.

Because it’s not just about responding — it’s about anticipating, guiding, and closing successfully.

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The 16th edition of the Platinum Customer Experience Awards turned into a magical evening for MST Holding, a company that has spent over three decades transforming customer service with a clear vision: putting people at the center. This year, the company was honored with two major awards:

• 🥇 Best Contact Center of the Year
• 🥇 Best Customer Experience in Professional Services, for its service to Brother International Europe Ltd

In addition, MST Holding participated as a Gold Sponsor of the event, reaffirming its commitment to supporting the industry and recognizing talent.

An Award that Celebrates an Exceptional Journey

Receiving the title of Best Contact Center of the Year was a moment of collective pride. The announcement was met with an emotional reaction that is hard to put into words. As MST’s leadership explains, this recognition was experienced as a reward for ongoing hard work, daily dedication, and a unique way of understanding customer relationships.

“It was a very special moment, filled with gratitude and appreciation for the collective effort we’ve been putting in for years,” the company shared.
“This award carries an additional meaning: we are one of the few remaining contact center companies that are 100% Spanish-owned. It was founded by Pedro Barceló Julià with a clear vision that we continue to pursue today—placing people at the heart of the service.”

Today, with over 1,500 professionals and international presence, MST Holding has become a hub for multichannel and multilingual BPO services, all while maintaining the family-oriented essence with which it began.

A Journey Fueled by Innovation and Values

MST Holding’s success is no accident—it’s the result of a strategic journey marked by constant evolution. From its beginnings as a small call center, the company has consistently invested in digital transformation, operational quality, and most importantly, in building a strong organizational culture guided by values such as closeness, excellence, and sustainability.

“Yes, we’ve invested in technology,” management notes, “but never at the expense of people.”
“The well-being of our team and the care for our customers have always been top priorities. We believe this consistency has been key to our success.”

This balance between technology and humanity was one of the standout elements that the Platinum Customer Experience Awards valued most when recognizing MST Holding.

Excellence in Professional Services: The Brother Case

The second award—Best Customer Experience in Professional Services—was given for MST’s collaboration with Brother International Europe Ltd, a partnership that represents excellence in service management for major international brands.

This award highlights MST’s ability to personalize each solution, adapt to the highest standards, and build long-lasting, trusted client relationships. In the specific case of Brother, results were outstanding in terms of both customer satisfaction and operational efficiency.

Technology, Personalization, and Talent: The MST Model

In an increasingly demanding and competitive environment, what sets MST Holding apart is not just its experience but its approach. As the leadership team explains, the company’s success lies in its ability to “combine technology and humanity in a balanced and effective way.”

Its services are built on three fundamental pillars:

1. Industry Expertise: with specific solutions for sectors such as banking, telecommunications, tourism, food, automotive, insurance, utilities, and IT.
2. Agile, Results-Oriented Methodologies: enabling constant adaptation to clients’ goals and needs.
3. Team Talent and Commitment: where employee well-being, training, and professional development are a top priority.

“People have always been MST’s true driving force. Promoting their well-being and growth has been a constant since day one,” they emphasize.
“This award also acknowledges that: our way of working with respect, empathy, and excellence.”

An Inspiring Future

The awards received at this year’s Platinum Customer Experience Awards are not an endpoint but a launchpad for continued progress. In the team’s words:

“We celebrate this knowing that it’s not the end, but the beginning of a new chapter that motivates us to keep improving, innovating, and growing.”

The company is already working on new service lines, integrating technologies such as artificial intelligence, intelligent process automation, and real-time orchestration workflows—all with the goal of further enhancing customer experience and team performance.

Gratitude and a Shared Vision

MST Holding wanted to mark this milestone with a heartfelt message of thanks:

“Thank you to the entire MST team and to everyone who places their trust in us each day. This recognition belongs to each and every one of the professionals who give their best to transform the customer experience. This is only the beginning!”

With a solid identity, a clear vision, and a company culture focused on talent, MST Holding is cementing its status as a major reference in the sector. Its role as an event sponsor also underscores its commitment to the future of the industry and its active contribution to the growth of the CX ecosystem.

About MST Holding

MST Holding is a leading business group in BPO solutions, multichannel and multilingual customer service, telesales, customer loyalty, technical support, and back-office services. With over 30 years of experience, it has evolved into an international benchmark while preserving its family roots and dedication to human and technological development. Its unique approach is based on personalization, constant innovation, and a strong commitment to people.

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Security is one of the essential pillars upon which trust in any financial institution is built. In an increasingly digital and complex banking environment, where fraud schemes evolve constantly and with growing sophistication, providing a fast, professional, and human response is indispensable. In this context, MST Holding’s Banking Business Unit (BBU) has taken on the challenge of ensuring that thousands of customers from one of the country’s leading financial institutions benefit from a specialized, close, and highly effective service: the Fraud Assistance Service.

Since its inception, this service has become a key component of the customer security ecosystem. Its main mission is not only the detection and prevention of fraud but also to offer support, guidance, and reassurance to clients who, at a given moment, find the safety of their money and personal information compromised.

A Service That Never Sleeps

The fraud assistance service structure has been designed to be always available and to provide immediate responses. The inbound call service operates 24/7, 365 days a year, ensuring that clients can reach out at the exact moment they detect suspicious activity. This round-the-clock availability is crucial, as fraud does not adhere to schedules or holidays.

In parallel, the outbound call service, active from Monday to Sunday until 9:00 p.m., focuses on proactively verifying alerts generated by the CSIRT (Computer Security Incident Response Team). Thanks to this preventive work, the team often gets ahead of fraud attempts, detecting unusual activity before it materializes.

Together, both services form a perfectly synchronized mechanism that enables swift, effective, and sensitive management of any threat to customer accounts.

A Highly Specialized and Committed Team

Behind this essential service is a team of 19 highly skilled professionals: 16 agents and 3 coordinators, working in rotating shifts to ensure full coverage. All team members of MST Holding’s BBU are trained to handle situations that require not only technical agility and precision but also a high degree of human sensitivity.

The agents’ tasks vary depending on the shift. At night, they focus on taking calls and immediately blocking compromised cards, ensuring the containment of any identified threat. During the day, in addition to handling inbound calls, they carry out proactive verifications of flagged cases.

This dual-function approach allows the service to maximize its effectiveness and ensure that no alert goes unattended.

Supporting Those Who Need It Most

One of the hallmarks of this service is the empathy and care shown to clients affected by fraud. We understand that these situations can cause not only financial harm but also a significant emotional toll. For this reason, every interaction follows a protocol that balances security with compassion.

The identity verification protocol is strict but always respectful. Clients are never asked to provide passwords, PINs, or sensitive information. Only data known to the customer is requested—enough to confirm their identity without discomfort. This measure is key to preserving trust and avoiding re-victimization.

When fraud is confirmed, the response is immediate:

• Blocking of compromised accounts and cards.
• Updating sensitive data such as CAPs or coordinates.
• Adding compromised phone numbers and devices to internal blacklists.

Subsequently, the team conducts a thorough investigation to identify the origin of the fraud, locate those responsible, and trace the path of the stolen funds, working closely with the financial institution’s security and prevention departments.

A Preventive Approach to Protect Everyone

This service is not only reactive—it is also proactive. One of its greatest strengths lies in its ability to prevent future incidents. By analyzing each case in detail, the team identifies patterns, strengthens security measures, and blocks compromised elements (accounts, devices, phone numbers, etc.) to prevent other clients from experiencing similar issues.

Additionally, in every call, the team provides clients with clear guidance on how to better protect themselves, raising awareness about the main threats and teaching them how to spot fraud attempts before it’s too late.

This preventive effort is one of the service’s greatest added values, as it contributes directly to reducing the overall incidence of fraud within the financial institution.

Banking Business Unit of MST Holding: Expertise Serving the Banking Sector

The launch and consolidation of this service have been made possible by the expertise and dedication of MST Holding’s Banking Business Unit, a specialized division focused on contact center services for the financial sector. This unit provides not only technical and operational know-how but also a customer-centric culture and deep experience in managing highly sensitive situations, such as dealing with fraud victims.

The Banking Business Unit of MST Holding has developed specific methodologies for critical services like this one, incorporating highly specialized protocols, continuous training, and a human-centered approach that makes a real difference with every call.

Much More Than a Service: A Shared Mission

For the entire team at MST Holding and its specialized banking unit, the Fraud Assistance Service is more than just a job it’s a mission. We don’t just handle fraud we protect people. Every client who contacts us in a moment of distress or uncertainty is met by a professional who not only resolves their issue but also provides emotional support and restores peace of mind.

This deep sense of service is what drives the team to excel every day, continuously improving processes and always prioritizing the security and well-being of our clients.

In a financial environment where trust is everything, this service demonstrates that beyond technology and systems, what truly makes the difference are the people on the other end of the line.

www.mstholding.com

Transforming the Future of Banking with Strategy and Technology

MST Holding has taken a decisive step in the evolution of financial services with the creation of BBI (Banking Business Innovation), its new unit specialized in innovation for the banking and insurance sectors. This initiative responds to the financial institutions’ need for modernization and represents a strategic investment aimed at leading the digital transformation of the sector.

Strategic Leadership with Vision
BBI is led by Javier Sáez, a seasoned professional with over two decades of experience in commercial and financial management within the banking sector. His leadership brings the vision and expertise required to establish this unit as a benchmark in financial innovation.

Clear Mission and Objectives
BBI’s mission is to drive the digital transformation of banking through technological solutions that optimize processes and enhance the customer experience. The unit aims to position itself as a strategic partner for banks in Spain and Portugal, with plans for European expansion. Its value proposition includes process automation, digitization of key services, and improved decision-making in operations.

Key Areas of Focus
BBI is structured around three main pillars:

1. Digitization of traditional services, using technologies that streamline transactions and improve access to financial services.
2. Development of administrative and commercial solutions, offering digital tools that increase operational efficiency and reduce errors.
3. Strategic partnerships, collaborating with leading institutions to effectively integrate their solutions within the banking ecosystem.

A Cutting-Edge Technological Portfolio
BBI already boasts a robust catalogue of products designed to tackle the sector’s key challenges:

• Optima360: Smart management of oversized portfolios using AI.
• MST Connect: Multichannel management of commercial campaigns.
• eHereditas: Automation of inheritance process management.
• SwiftBankOps: Automation of banking operational processes.
• SwiftKYC: Automatic document validation, reducing processing times by 70%.
• SwiftOpenClose: End-to-end management of account opening and closing.
• SwiftRecover: Debt recovery with personalized strategies.
• SwiftUpdate: Automatic updates of corporate financial data.
• MST Transfer: Efficient management of international transfers.

Innovations on the Horizon
Upcoming launches include the digitization of guarantee management and MST Cripto, a solution designed to prepare institutions for the 2025 MiCA regulation, ensuring compliance with digital assets and decentralized banking.

Impact for MST Holding and Its Clients
The creation of BBI propels MST Holding toward a solid leadership position in banking innovation. A 40% increase in recurring revenue and a diversified service portfolio are expected. For clients, BBI means faster, more transparent, and personalized experiences, with processing times reduced by up to 75% and 24/7 service availability.

Future Outlook
BBI’s impact will lead to a substantial boost in sector efficiency: a 35% reduction in operational costs and up to 90% fewer administrative errors. Additionally, it is expected to achieve a Net Promoter Score (NPS) above 95% and a 20% increase in sales through personalized portfolio management. BBI will be staffed by a team of banking sector experts, ensuring regulatory compliance and operational excellence. This new unit not only strengthens MST Holding’s market position but also marks the beginning of a new era in financial services, grounded in technology, strategy, and innovation.

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In a context where home and business security has become a top priority for millions of people, leading insurance companies are strengthening their offerings with complementary solutions such as alarm systems. To ensure the effective and professional marketing of these products, it is essential to rely on a specialized partner that understands both the dynamics of the sector and new consumer habits.

At MST Holding, we have taken on this challenge with the highest ambition and commitment. Since last December, we have been providing a strategic outbound telemarketing service for alarm systems on behalf of one of the most important insurance companies in the market. A project that not only demonstrates our operational capabilities, but also our excellence in customer acquisition, training, quality, and commercial conversion processes.

A Results-Focused Service

The essence of our service lies in proactive cold calling to sell security products. Our team makes a high volume of daily calls to pre-qualified leads, with the goal of offering alarm solutions tailored to their needs. It’s not just about making a sale—it’s about building trust from the very first second of the call.

The key to this approach lies in rigorous agent training, the quality of the sales script, and the use of state-of-the-art commercial management tools. Each call is designed to inform, generate interest, and guide the customer through a fast, professional, and personalized decision-making process.

A Collaboration Growing at an Exponential Pace

We are currently closing the first quarter of collaboration with this major insurance provider, and we are already experiencing exponential growth. This momentum not only validates the approach we’ve taken, but also positions us as one of the partners with the greatest potential to become the client’s strategic provider.

The level of commitment we’ve shown, the quality of the results delivered, and the fluid operational coordination are laying the foundation for a long-term relationship. Our goal is clear: to become one of their top providers in telephone sales services.

Scalability and Planning from Day One

From the launch of the service, we have followed a structured and progressive growth plan. The team has been expanding steadily month by month, responding both to the client’s demand and the positive results achieved. This natural scalability has allowed us to adapt our growth pace without compromising service quality or the training of new team members.

This growth is the result of a solid strategy: start with a streamlined structure to optimize processes and, once the operational and commercial foundations are in place, gradually scale the team. All of this under the constant supervision of a coordinator, who ensures that each phase of growth maintains operational excellence and results orientation.

Ongoing Training to Drive Excellence

In an outbound cold-calling service, training is not a one-off event—it is a continuous process. From day one, we have invested in intensive training focused on:

• Persuasion techniques and closing strategies
• Professional objection handling
• Empathetic communication and active listening
• In-depth knowledge of the product and its benefits
• Tailoring pitches to different customer profiles

This training is regularly updated to include new sales arguments, special promotions, and improvements to the sales script. The coordinator also plays a key role by monitoring calls, providing real-time feedback, and reinforcing individual performance.

A Script Designed to Convince, Not to Pressure

We understand that purchasing an alarm system is an important decision for the customer. That’s why our script is carefully designed to build trust, convey professionalism, and highlight the backing of a major brand in the insurance sector.

The product’s strengths—advanced technology, fast installation, 24/7 support, and competitive pricing—are combined with our client’s reputation as a market leader. This allows our agents to present a strong value proposition from the start, reducing entry barriers.

Moreover, we offer a range of alarm models and tailor the proposal to each customer profile (home, business, property size, location…), with a clear narrative and tangible benefits. The result is a smooth, professional sales experience focused on delivering real value.

Technology and Tools That Enhance Efficiency

To maximize productivity and interaction quality, our team uses specialized tools for lead management, opportunity tracking, and sales closure. These systems allow us to:

• Quickly access lead history
• Record objections and responses
• Schedule automatic follow-ups
• Monitor real-time performance metrics
• Send personalized information to customers

All this is integrated into an agile platform that facilitates the agent’s work and enhances the customer experience, reducing call times and increasing conversion rates.

Operational Coordination: The Art of Detail

The coordinator’s role goes beyond team leadership—they are the key link between the client and the sales team. Through regular reporting, KPI reviews, call analysis, and personalized coaching, the coordinator ensures that each agent evolves, improves their performance, and aligns with the project’s goals.

Coordination also includes smooth communication with the client, with regular follow-up meetings, improvement proposals, and campaign adjustments. This relationship of trust and collaboration has been instrumental to the success and future projection of the service.

Tangible Impact: Beyond the Numbers

Although the primary goal is to generate conversions, this service also strengthens the insurer’s brand image. Each call is an opportunity to connect with the customer through a friendly, consultative, and security-focused approach.

Thanks to the professionalism of the MST team, leads not only receive a commercial offer, but also an outstanding customer experience. This reinforces the insurer’s image as an innovative, customer-focused company committed to protecting people.

A Promising Partnership

This project shows how the combination of human talent, technology, commercial methodology, and sector knowledge can lead to tangible and sustainable results. At MST Holding, we are proud to support a leading insurance company in this challenge, providing not only operational capacity but also strategic vision.

The evolution of the team and the initial results reinforce our conviction that we are building a long-term relationship, where scalability, excellence, and goal orientation are the keys to success.

In an increasingly competitive and dynamic market, partnering with MST Holding enables insurers to diversify their sales channels, maximize the value of their potential customer databases, and launch high-impact campaigns without assuming operational risks.

Conclusion

This outbound alarm sales service is a clear example of the value MST Holding brings to the insurance sector: commercial strength, efficiency, flexibility, and service excellence. A highly skilled team, top-tier technological tools, and a mindset focused on continuous improvement allow us to help our clients grow, innovate, and position themselves as industry leaders.

And most importantly: we do it with the warmth, commitment, and professionalism that define every project we undertake. Because at MST Holding, we turn every call into an opportunity to build trust, make an impact, and deliver results.

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The tourism industry is undergoing a radical transformation. Artificial intelligence (AI) and self-service tools are no longer optional—they are a strategic necessity to stay ahead. Today, companies that fail to adopt these solutions will lag behind more agile competitors who understand that the key to success is automated, efficient, and personalized customer service.

MST Holding positions itself as the ideal strategic partner for tourism companies looking to enhance their customer service, business generation, and traveler experience quality. With a comprehensive offering that spans omnichannel support to advanced customer experience analysis, MST Holding is redefining how the tourism sector interacts with its customers.

AI and Self-Service: The New Standard in Customer Experience

AI is revolutionizing customer service in the tourism sector, enabling faster, more personalized, and highly efficient interactions. Today’s travelers are unwilling to endure long phone queues or complicated processes. They demand instant answers, access to information at any time, and effective solutions.

1. Smart Self-Service: Instant Responses and 24/7 Availability

Self-service solutions have evolved from simple knowledge bases to advanced virtual assistants capable of understanding and predicting customer needs. Using AI, MST Holding optimizes self-service in the tourism sector with solutions such as:

• Social Media and App Support: Instant responses to inquiries on social media and mobile apps, ensuring customer satisfaction across all channels.
• Online Business Support: Assistance on digital platforms to convert visitors into active customers.
• Incident and Complaint Management: Automation and intelligent prioritization of queries to reduce response times.
• 24/7 Availability: Continuous, uninterrupted support, ensuring travelers always have access to the information they need.

2. AI to Empower Customer Service Agents

Despite the rise of self-service, human interaction remains crucial for handling complex situations. This is where AI becomes the best ally for agents, providing real-time insights to enhance operational efficiency:

• Support for Travel Agencies and Points of Sale: Effective coordination to optimize reservation and inquiry management.
• Back Office Support: Automation of administrative tasks, allowing agents to focus on delivering exceptional service.
• Smart Overflow Management: Redistribution of contacts between agents and channels based on urgency and priority.

3. Business Generation: AI as a Sales Driver

Beyond customer service, AI and self-service are transforming how tourism businesses generate revenue. MST Holding leverages AI-optimized commercial strategies to maximize conversion and customer loyalty:

• Product Telemarketing and Inbound Sales: Automation of business opportunities to boost revenue.
• Welcome Calls and Lead Conversion: Smart first contact with potential customers to maximize sales opportunities.
• Marketing Campaign Support: AI-driven audience segmentation and personalized promotional strategies.

4. Customer Experience and Quality: The Competitive Edge

In a hyper-competitive market, customer service quality is the decisive factor. MST Holding leads the optimization of the traveler experience with advanced solutions:

• CX Consulting and Quality Control: Ongoing evaluation and improvement of customer service.
• Customer Experience Analysis and Satisfaction Surveys: AI-driven data interpretation to anticipate customer needs.
• Mystery Shopping and Market Research: Identifying areas for improvement to ensure a flawless customer experience.
• Advanced Training: Continuous training to keep agents at the forefront of customer service excellence.

MST Holding: The Strategic Partner for the Digital Transformation of Tourism

MST Holding is redefining the standard for customer service in the tourism sector. Its combination of cutting-edge technology and operational expertise ensures that businesses can deliver superior service quality, enhance efficiency, and maximize revenue. Companies that embrace AI and self-service will not only survive in this new landscape but will lead the future of tourism. The question is not whether you should adapt, but when you will take the step. And with MST Holding, the future is secured.

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In an environment where technology and efficiency are key to customer satisfaction, MST Holding has developed a new service for a major financial company. This service combines advanced technology and expert Contact Center knowledge to deliver a comprehensive, high-value solution. Below, we explore the pillars of this innovative proposal and how it is transforming the customer experience in the banking sector.

Commitment to Best Practices

The service is aligned with a code of best practices that ensures transparency, quality, and efficiency in every customer interaction. These best practices not only standardize processes but also establish an ethical and operational framework that enhances trust and strengthens customer relationships.

AI in Banking: A Pilot with Impact

One of the most significant advances in this new service is the integration of an artificial intelligence (AI) pilot specifically designed for the banking sector. This pilot optimizes customer interactions, improves agent efficiency, and reduces response times. AI analyzes inquiries, automates responses to frequently asked questions, and detects patterns that help anticipate future needs.

Speech Analytics: Optimizing Communication Across All Channels

Speech Analytics has become a fundamental tool for enhancing service quality in banking. This solution is available for both written and telephone channels, allowing financial companies to identify trends, assess customer satisfaction, and optimize service processes. Thanks to this technology, MST Holding helps clients improve their KPIs and ensure a seamless and efficient experience.

AI-Powered Knowledge Wiki: Smart Support for Agents

To enhance agent performance, MST Holding has developed a Knowledge Base powered by generative AI. This tool enables agents to quickly access up-to-date and relevant information, facilitating precise and efficient query resolution. The implementation of this solution is generating significant interest in the financial sector, as it reduces handling times and improves service quality.

Task Force: Operational Flexibility in Banking

One of the most innovative solutions in this new service is the implementation of Task Force teams, allowing financial companies to access additional resources during periods of low demand. This hourly billing model optimizes operations and enables teams to be assigned to specific tasks such as system testing, small campaigns, or data analysis, without the need to commit long-term fixed resources.

MST Holding: More Than Just Technology

One of MST Holding’s key differentiators is that it not only offers advanced technological solutions but also designs its developments with a deep understanding of the specific needs of the Contact Center sector. This approach ensures the seamless integration of technology into financial companies’ operational processes, guaranteeing that each innovation contributes to enhancing the customer experience.

Conclusion

MST Holding’s new service for the financial sector is a clear example of how the combination of technology and specialized expertise can transform customer service. With solutions like AI, Speech Analytics, knowledge wikis, and Task Force teams, this comprehensive proposal optimizes operations and enhances the customer experience. Through its commitment to innovation and excellence, MST Holding reaffirms its leadership in the Contact Center and BPO sectors.

www.mstholding.com