Author: Raquel

The Digital Revolution in Banking: How Technology is Transforming Financial Customer Service

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We are at a turning point where technology is reshaping how financial institutions interact with their customers. From artificial intelligence (AI) to advanced automation, the tools available not only streamline operations but also redefine customer expectations in banking. Today, institutions must anticipate these trends to remain competitive and relevant in an increasingly demanding environment.

Technology as a Driver of Change in Banking

2025 marks a pivotal moment in the adoption of technologies such as AI, machine learning, and omnichannel platforms. These tools are not a luxury but a necessity to provide a consistent, efficient, and personalized banking experience. Financial institutions aim not only to meet but to exceed the expectations of modern customers, who value immediacy, personalization, and security in every interaction.

Artificial Intelligence at the Heart of Financial Customer Experience

AI has evolved into an essential resource in financial sector contact centers. With advanced virtual assistants and chatbots, banking institutions can:

  • Address common queries in real-time, such as balance checks or transaction tracking.
  • Provide personalized recommendations based on the customer’s financial history.
  • Analyze emotions and intentions through natural language processing to detect potential issues or needs.

For example, a virtual assistant could identify a customer’s emotional state when concerned about an unrecognized charge and prioritize resolving the case. At MST Holding, a leader in business process outsourcing (BPO), we have integrated these technological solutions into our services for the financial sector, offering platforms that combine AI with a human touch, enabling swift and effective resolution of complex cases.

In this context, tools like eAlicia allow real-time measurement of customer service quality, providing key metrics to optimize every interaction.

Omnichannel Strategy as the Foundation of Banking

More than ever, customers expect a seamless experience regardless of the channel they use. An effective omnichannel strategy includes:

  • Integration of digital and physical channels.
  • Real-time data synchronization to offer consistent interactions, such as continuing a query started on a mobile app and completed at a branch.
  • Constant availability through chatbots, mobile apps, social media, and phone support.

For example, a customer could start a loan application online, continue it via email, and finalize it with a call to an advisor without needing to repeat information.

At MST Holding, we facilitate this smooth transition between channels through omnichannel platforms designed to provide consistency and effectiveness in every interaction. Additionally, Consulting C3, as a specialist in consulting and digital transformation, brings its expertise to help financial institutions optimize their processes and ensure truly efficient omnichannel service.

Automation for Greater Banking Efficiency

Automation is revolutionizing how financial institutions handle repetitive tasks. By automating processes such as query classification, simple loan approvals, or data updates, employees can focus on higher-value interactions that require a human touch.

At MST Holding, we lead the way in this field, developing automation solutions that integrate robotic process automation (RPA) with human capabilities, enabling a more efficient and scalable operation. Our expertise in back-office management and process automation helps optimize the management of unpaid debts, negotiation of recovery plans with debtors, and database updates, contributing to a more agile and effective banking operation.

Training and Empowerment of Banking Employees

As technology evolves, so does the role of financial agents and advisors. Institutions must invest in continuous training to ensure employees:

  • Handle advanced technological tools with ease.
  • Provide empathetic and personalized service, crucial during financial stress.
  • Are prepared to manage complex interactions requiring specialized advice.

In this regard, MST Holding also contributes to employee empowerment through specialized training programs aimed at enhancing technological competencies and soft skills needed to excel in a constantly changing financial environment.

Consulting C3, in turn, offers consulting and training programs focused on boosting team performance, aligning their skills with the strategic goals of financial institutions.

Security and Trust: Critical Factors in Modern Banking

In a sector where information security is paramount, financial institutions must ensure that every interaction is protected according to international standards, such as ISO 27001. This comprehensive approach covers everything from identity authentication to fraud management and sensitive data protection.

At MST Holding, we hold ISO 27001 certification, demonstrating our commitment to the highest information security standards, ensuring data protection throughout all processes.

In this context, our fraud response and claims management services exemplify how combining advanced technology with human talent can provide quick and effective responses to critical situations. This approach not only ensures information security but also strengthens customer trust, aligning with the rigorous security and risk management requirements established by ISO 27001.

The Future of Financial Contact Centers Is Here

2025 brings unprecedented opportunities and challenges for banking. Adopting the right technology, prioritizing personalization, and empowering employees are the pillars to building unforgettable customer experiences. Financial institutions leading this change will not only meet customer expectations but also redefine industry standards.

In this scenario, MST Holding emerges as a key strategic partner, offering comprehensive solutions tailored to the specific needs of the financial sector. The incorporation of tools like eAlicia and the consulting support of Consulting C3 strengthen this proposition, enabling financial institutions to not only meet but exceed their goals in customer experience and operational efficiency.

www.mstholding.com

CX in Current Customer Service Trends in the Financial Sector

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Today, with the so-called On-Demand Economy and new consumer habits, the financial sector is undergoing a transformation in how it operates and connects with its customers.
Financial companies are adopting customer-centric service strategies, where customer experience (CX) plays a key role.
Enhancing CX can increase customer satisfaction, loyalty, and advocacy. Providing high-quality customer service is essential for delivering outstanding experiences. Additionally, training teams in best customer service practices and implementing processes and systems that ensure customer satisfaction are crucial.
Companies are leveraging advanced technologies and customer-focused strategies to offer faster, more personalized, and more convenient services.

In the financial sector, customer service has seen several emerging trends in recent times. Here are some of the latest trends:

1. Personalization

To remain competitive, personalizing the customer experience has become increasingly important. Companies are using technology to offer tailored experiences. If businesses want to boost customer retention rates, increase conversions, and turn customers into brand ambassadors, they must personalize their service experience.
This involves collecting data throughout the customer journey and analyzing it to better understand customer needs and preferences, enabling a higher level of personalization at every touchpoint. Personalizing CX allows businesses to meet individual needs and serves as a key differentiator from competitors.
Financial companies are leveraging data analytics and big data to gain deeper insights into customer needs and behaviors. By analyzing large volumes of data, companies can identify patterns, predict behaviors, and provide personalized recommendations. This improves customer service quality and helps businesses make better decisions based on customer needs.
Additionally, adopting an omnichannel strategy is essential. Companies are integrating various communication channels, such as online chat, social media, and mobile apps, to provide a seamless and consistent experience across all touchpoints.

2. Omnichannel Experience

To offer customers a seamless personalized experience, an omnichannel strategy is necessary. While it may sound repetitive, implementing a combined omnichannel strategy ensures that businesses meet their customers where they are, with all relevant information. This requires a clear understanding of each customer’s preferences and journey. An omnichannel approach also allows customer service agents to have a complete view of a customer’s interaction history, enabling more efficient and personalized support.

With the rise of digital banking, the need for financial institutions to provide an omnichannel experience is also growing. This means customers should be able to move effortlessly between channels (e.g., online, mobile, in-person) without having to restart their experience each time. Omnichannel experiences are vital because customers have come to expect them. First, customers want businesses to anticipate their needs. Second, they expect consistency—messaging should be uniform across all channels.

Customers expect service agents to recognize them, understand their inquiries, and resolve them quickly, regardless of the channel used. Financial institutions must ensure that all their customer service teams have access to the correct data at all times.

To deliver the perfect omnichannel experience, businesses must optimize both their digital and traditional CX—meaning both chatbots and human customer service teams.

3. Humanizing the Digital Experience

Financial companies are increasingly using AI-powered chatbots and virtual assistants to automate customer interactions and provide quick responses to common inquiries. However, this often results in the loss of a human touch, making relationships feel colder and more impersonal. In 2023, institutions focused on humanizing their digital experience to enhance customer satisfaction and loyalty.

To humanize the digital customer experience, companies must thoroughly understand the customer journey and its various touchpoints, which may include chatbots, social media, phone calls, or video calls. A well-humanized digital CX should deliver a consistent experience across all these channels. Additionally, understanding what customers expect at different points in their journey helps tailor interactions more effectively.

Technology today allows businesses to humanize digital experiences through tools such as video calls or augmented reality (AR), simulating a physical branch or office while providing virtual assistance.

4. Growth of Self-Service Options

More than ever, financial customers prefer to resolve issues on their own and access real-time information. Financial institutions are providing online tools and resources that enable customers to access their data, complete transactions, and solve problems without direct interaction with a customer service agent. Additionally, businesses are implementing live chat solutions and real-time notifications to offer instant support when needed.

A Microsoft study indicates that over 90% of customers expect companies to provide self-service options, including knowledge bases, product FAQs, tutorials, AI-powered chat and messaging, and automated contact centers.

Offering self-service options allows financial institutions to enhance the customer experience. Self-service is fast, available 24/7, and delivers a consistent experience across all interactions.

www.mstholding.com

Optimization of Customer Experience in the Insurance Sector: Trends and Solutions for 2025

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The insurance sector is undergoing a profound transformation. Customer demands, technological advancements, and increasing regulations are redefining how insurance companies must approach customer experience (CX). In a highly competitive market, the ability to provide fast, personalized, and omnichannel service has become a key factor for differentiation and success.

Insurance companies must not only optimize claims management but also improve all touchpoints with their customers, from policy acquisition to post-sale service. In this context, specialized companies like MST Holding and ConsultingC3, with the technological support of eAlicia, play a fundamental role in providing innovative solutions that enhance operational efficiency and customer satisfaction.

Key Challenges in Customer Experience in the Insurance Sector

The insurance sector faces a series of challenges that directly impact customer experience:

  • Increasing operational costs: Inflation and rising management costs require insurance companies to find ways to optimize resources without affecting service quality.
  • Digitalization of processes: Adapting to new technologies, such as artificial intelligence and machine learning, is essential to improve efficiency and meet customer expectations.
  • Personalization of the offer: Customers expect solutions tailored to their specific needs, which requires advanced segmentation and real-time data analysis.
  • Omnichannel experience: Customer service can no longer be limited to phone calls or emails. Insurers must be available on social media, apps, live chats, and digital platforms.
  • Regulatory compliance: Regulations in the sector are becoming increasingly strict, requiring insurers to ensure transparent service that complies with legal requirements.

Given these challenges, partnering with a strategic ally like MST Holding and ConsultingC3 allows insurance companies to enhance their customer experience management, reduce costs, and ensure compliance in an ever-evolving environment.

Solutions to Improve Customer Service in the Insurance Sector

To address these challenges and offer optimal customer experience, insurers must adopt innovative strategies. Some of the most effective solutions include:

  1. Digitalization and Process Automation Incorporating advanced technologies like artificial intelligence allows insurers to optimize customer management and improve decision-making. With its platform for quality management, eAlicia, MST Holding provides an integrated tool for automating key processes such as policy issuance, document verification, and responding to frequently asked questions, improving efficiency and reducing wait times.
  2. Personalization and Predictive Analytics Using data analytics tools allows for the segmentation of clients based on their profiles and needs, offering personalized products and services. MST Holding provides solutions that help insurers implement data-driven strategies, anticipating needs and increasing customer satisfaction through predictive AI and machine learning models.
  3. Omnichannel Service The customer experience improves when they can interact with their insurer on their preferred channel. From phone support to chatbots, social media, and mobile apps, MST Holding provides an omnichannel strategy that ensures smooth and efficient communication across all touchpoints.
  4. Loyalty and Retention Programs Retaining customers is just as important as acquiring new ones. Implementing loyalty programs that reward long-term customers and timely payments, as well as offering exclusive benefits, helps to strengthen long-term relationships. With MST Holding’s solutions, insurers can develop customized programs that enhance customer loyalty.
  5. Consulting and Training for CX Excellence Customer service largely depends on agent preparedness. ConsultingC3 offers specialized training in customer management, sales techniques, and conflict resolution. Additionally, eAlicia provides evaluation tools (such as eAlicia elearning) and continuous improvement features to ensure high-quality service.

The Value of a Strategic Partner: MST Holding and ConsultingC3 with eAlicia

Partnering with a specialized company like MST Holding and ConsultingC3 in customer experience optimization allows insurers to focus on their core business while ensuring exceptional service.

  • Reduction of operational costs without compromising service quality: MST Holding optimizes resource allocation through efficient outsourcing models and intelligent automation, reducing costs without affecting service quality.
  • Access to advanced technology, optimizing customer management and decision-making: Thanks to eAlicia, insurers can manage and analyze customer experience in real-time, identifying areas for improvement and boosting operational efficiency.
  • Highly trained agents offering personalized and effective service: With continuous training programs and specialized certifications, ConsultingC3 ensures that customer service teams have the best skills to resolve issues effectively and empathetically.
  • Loyalty and retention strategies to strengthen customer relationships and reduce cancellations: Using predictive analytics and advanced segmentation, eAlicia helps identify behavior patterns and design personalized retention strategies.
  • Omnichannel solutions ensuring seamless service across all touchpoints: From phone support to intelligent chatbots and social media management, MST Holding implements solutions that ensure a frictionless experience for customers.

Conclusion

2025 will mark a turning point in how insurers manage customer experience. The adoption of advanced technology, process automation, service personalization, and omnichannel service will be key factors for success.

Insurance companies that prioritize digital transformation and CX optimization will not only improve their competitiveness but also strengthen their relationship with customers, increasing retention and satisfaction. With the support of strategic partners like MST Holding, ConsultingC3, and eAlicia technology, insurers can ensure efficient, agile, and customer-centric service, securing their position in an ever-evolving market.

www.mstholding.com

MST Holding Drives the IV Contact Center Congress as a Sponsor

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The IV Contact Center Congress, a must-attend event for industry professionals, returns on February 25, 2025, with a powerful agenda under the theme “Connections and Opportunities.” This year, MST Holding, a leader in outsourcing and technology solutions for customer relations, strengthens its commitment to transforming the sector by becoming one of the sponsors of this prestigious event. The conference, to be held at the iconic Hotel Ritz in Madrid, promises to be a space for learning, networking, and recognition.

A Day for Reflection and Innovation

Organized by AEERC and CEX Association, the congress will bring together top business leaders, experts in economics, technology, and innovation, as well as key professionals from the Contact Center and customer relations industry. Focusing on connections and opportunities, the event will feature keynote speeches and panel discussions that explore key topics in digital transformation and customer experience enhancement in an ever-evolving landscape.

Attendees will have the opportunity to hear from influential voices in the sector and beyond, who will share their insights on current challenges and innovative strategies driving the industry forward. The congress will also serve as a platform to reflect on human connections and their role in an increasingly digital world.

Recognizing Commitment: Contact Center Ambassador 2025

The event will conclude with the Contact Center Ambassador 2025 award, which this year will be presented to Maritime Rescue (Salvamento Marítimo) for the outstanding work carried out by its technical staff in maritime emergency services.

José Luis García Lena, Director of Maritime Rescue, will receive the award on behalf of his team, highlighting the critical role they play in ensuring safety and assistance at sea.

MST Holding: Leadership and Commitment to the Sector

MST Holding’s sponsorship of the IV Contact Center Congress reinforces its position as a key player in the customer relations industry. Their support reflects not only a commitment to innovation and excellence but also a strong dedication to developing comprehensive solutions that positively impact customer experience.

“At MST Holding, as BPO leaders, we know that the future of Contact Centers lies in the seamless integration of innovative technology and human talent. This congress is a unique opportunity to share our vision, learn from other industry leaders, and continue exploring strategies that transform customer experience worldwide.”
– Jessica Barceló, CEO MST Holding

A Space to Build Connections and Shape the Future

The IV Contact Center Congress is not just a forum for learning and discussion but also a networking hub to foster relationships and create business opportunities. With the participation of over 25 partner companies and the support of several media partners, this event consolidates its status as a benchmark in the industry calendar.

Attendees will enjoy an enriching experience, combining expert knowledge, inspiring success stories, and recognition of those leading the sector.

The Must-Attend Event of the Year

On February 25, 2025, the Hotel Ritz in Madrid will become the epicenter of innovation and excellence in the Contact Center industry. MST Holding will be there, reaffirming its commitment to leadership in customer relations transformation.

Under the inspiring theme “Connections and Opportunities,” this congress stands out as an essential event for professionals seeking to make a difference and lead the future of the sector.

MST Holding: Your Strategic Partner for Revolutionizing Customer Service in the Tourism Sector

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In 2025, the tourism sector faces a highly competitive environment where personalization and immediacy are essential to meet the growing expectations of travelers. Customer service is no longer just a support function but a key factor in fostering loyalty and differentiation for companies in the industry. In this context, outsourcing contact centers has become an indispensable strategy to optimize customer experience, improve operational efficiency, and ensure real-time, multichannel support.

Outsourcing: A Competitive Advantage for Tourism

Tourism is a seasonal industry, with peaks in demand at specific times of the year. Companies need a flexible structure that allows them to adapt to these fluctuations without incurring high fixed costs. Outsourcing contact centers to a strategic partner like MST Holding facilitates this adaptation, enabling efficient management of varying inquiry volumes without compromising service quality.

MST Holding, with extensive experience in customer service management for the tourism sector, offers solutions designed to optimize every touchpoint with travelers. Its services include end-customer support, assistance for travel agencies, back-office operations, social media customer service, and incident and claims management. Additionally, its 24/7 operational capacity ensures that customers receive assistance anytime and from anywhere.

A Specialized Service for a Demanding Industry

Outsourcing not only reduces operational costs but also provides access to teams specialized in the tourism industry. MST Holding’s agents receive specific training in travel customer service, ensuring high-level interactions for reservations, app and online business support, and lead conversion into sales.

Furthermore, MST Holding drives business growth through telesales, inbound sales, and lead conversion campaigns, allowing companies in the sector to maximize revenue through well-structured commercial strategies.

Omnichannel Service: The Key to a Seamless Customer Experience

Today’s travelers expect to communicate with businesses through multiple channels and receive fast, efficient responses. MST Holding offers an omnichannel solution that integrates phone support, chat, social media, email, and physical sales points, ensuring a smooth and consistent experience across all interactions.

MST Holding’s ability to manage customer service in a unified manner significantly enhances traveler satisfaction, enabling tourism companies to better understand customer preferences and behaviors to deliver more personalized services.

Technology Enhancing the Customer Experience

Digitalization has transformed the way travelers interact with companies. MST Holding incorporates advanced artificial intelligence (AI) tools, chatbots, and data analytics to improve service efficiency and provide quick, accurate responses. Thanks to AI, chatbots can handle common inquiries such as booking information, cancellation policies, and destination recommendations, freeing up human agents to focus on high-value interactions.

Additionally, technology enables quality control services, customer satisfaction surveys, and market research, ensuring continuous improvement in the customer experience.

Multilingual Support: A Key Differentiator in Global Tourism

Tourism is a global industry, and providing support in the traveler’s native language is essential for a seamless experience. MST Holding excels in this area by offering native-speaking agents in over 20 languages, ensuring smooth and personalized communication. With this service, tourism companies can expand their international reach without the need to establish customer service centers in every country, improving accessibility and customer loyalty.

Conclusion: The Future of Customer Service in Tourism

In an industry where excellence in customer service defines success, outsourcing has become a key tool for tourism companies looking to optimize resources, enhance customer experience, and drive growth.

With a strategic partner like MST Holding, businesses in the tourism sector can rely on an expert team that professionally and efficiently manages every traveler interaction. The combination of specialized service, cutting-edge technology, and an omnichannel strategy makes MST Holding the ideal partner to elevate tourism customer service to the next level in 2025 and beyond.

www.mstholding.com

AI and Digital Transformation in Banking: Towards Intelligent and Secure Experiences

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In the dynamic world of banking and finance, Artificial Intelligence (AI) has become an essential tool for redefining the customer experience in 2025. The rapid digitisation of the sector, combined with the growing demand for personalisation, efficiency and security, has boosted the use of AI as a key enabler for improving the interaction between banks and their customers. From the automation of services to the anticipation of financial needs, AI has emerged as the driving force transforming the way consumers interact with financial institutions.

This article explores how AI is revolutionising the banking and finance sector in 2025, making interactions more agile, personalised and predictive, while optimising operational efficiency and improving the overall customer experience. In this context, MST Holding is leading the implementation of advanced AI solutions through tools such as Run Assist / Knowledge Assistant and RunBot, enabling banks to improve their customer service with automation and natural language processing technologies.

The Banking Contact Centre of 2025: The Evolution Towards Financial Personalisation

In 2025, bank customers expect a completely personalised experience. AI-driven personalisation is no longer an option, but a crucial expectation for consumers in the financial sector. Banks can now offer more individualised attention thanks to real-time collection and analysis of customer data.

AI in banking contact centres allows institutions to offer accurate financial recommendations based on past behaviour and customer trends. It is no longer just a question of knowing who the customer is, but of anticipating their financial needs. Tools such as MST Holding’s Knowledge Base and Run Assist facilitate access to structured information and accelerate the transfer of knowledge between agents and customers, reducing response times and improving the quality of the information provided.

Proactive Transformation with Predictive AI: Prevention of Financial Problems

Predictive AI is transforming the banking sector by enabling institutions to anticipate customer needs before they arise. By analysing large volumes of data, banks can identify patterns and predict behaviour, enabling them to act proactively to offer personalised solutions.

MST Holding, with its focus on data analysis and intelligent automation, helps financial institutions implement predictive AI to optimise customer service and offer solutions before customers have to ask for help. Run Assist / Knowledge Assistant Plus enables banks to anticipate questions and offer relevant information before the customer requests it, improving the user experience and optimising operational efficiency.

AI and Financial Advisers Working Together: A Hybrid Approach to Customer Service

Although AI is playing an essential role in the automation and personalisation of services, human contact is still fundamental in the banking sector, especially when it comes to complex issues or strategic financial advice. By 2025, the banking Contact Centre service model is moving towards a hybrid approach, where AI and financial advisors work together.

MST Holding facilitates the implementation of this approach through technological solutions that integrate AI with human expertise in an efficient manner. Thanks to its process automation platform, advisors can quickly access accurate and relevant information, improving the quality of interactions and enabling faster resolution of complex issues.

Reducing Friction in the Customer Journey: A Seamless Omnichannel Experience

The banking experience of 2025 is characterised by the need for a seamless and frictionless omnichannel interaction. AI in the banking sector enables this continuity, optimising interactions across multiple channels.

MST Holding, with its experience in the development of multichannel platforms, has worked with various sectors, including banking, to create solutions such as RunBot, a virtual agent that enables the efficient management of simple and repetitive queries 24 hours a day. In addition, its solutions enable banks to manage interactions consistently across all channels, ensuring a seamless, high-quality customer experience.

AI to Improve Feedback Management and Customer Loyalty

Thanks to AI, banks can analyse feedback more efficiently and in real time, identifying patterns in customer interactions that may indicate opportunities for improvement or potential risks.

MST Holding’s advanced solutions, which include real-time data analysis and automated feedback tools, enable banks to manage these types of interactions efficiently. In addition, their ability to integrate AI into customer service systems allows banks to adapt their processes and products to changing market needs.

Optimising Operational Processes with AI: Increasing Efficiency in Financial Management

Operational efficiency is fundamental in the banking and financial sector, and AI is playing a crucial role in its improvement.

MST Holding has been a strategic ally for many financial institutions in this regard, providing intelligent platforms that automate and optimise complex operational processes. Thanks to solutions such as Knowledge Base and Run Assist, banks can reduce costs and improve efficiency in their internal operations.

A Future of Intelligent and Secure Financial Experiences

By 2025, AI has transformed the banking sector by offering personalised, predictive and secure experiences. The key to success lies in the ability of financial institutions to integrate AI in an ethical and responsible manner. MST Holding continues to be an example of how to efficiently integrate AI into the financial world, providing solutions that not only improve the customer experience, but also allow banks to stay ahead of the game in this digital age.

www.mstholding.com

MST Holding Technology Solutions: Leadership in Automation and Customer Experience

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MST Holding is a benchmark in the Business Process Outsourcing (BPO) industry, standing out for offering innovative technological solutions that optimise the management of processes throughout the value chain. Its technological tools are designed to automate, improve operational efficiency and enhance both the customer and employee experience. With secure, robust and customisable omni-channel platforms, MST Holding is transforming the way companies manage their customer services in dynamic, demanding and unpredictable environments.

Technology Infrastructure: Robust Solutions for the Contact Centre

At the core of MST Holding’s solutions are tools designed to ensure that customer services are efficient, scalable and secure.

Run Channel: The Omnichannel Platform

Run Channel is a comprehensive technology solution that centralises the management of all communication channels, providing a seamless experience for both agents and customers.

Key features:

  • Centralised management: From a single platform, multiple channels such as voice, chat, social media and email can be monitored.
  • Decentralisation of work: It facilitates teleworking and the management of distributed teams, adapting to the current needs for work flexibility.
  • Real-time monitoring: Enables real-time monitoring of call queues, equipment and metrics, ensuring proactive management of resources.
  • Interaction control: Unify interaction history to deliver more personalised and consistent care.
Runtick: Efficient customer management

Runtick is a software designed to optimise the management of queries, complaints and requests through a ticketing system. This solution ensures that no request is lost and improves operational productivity.

Key benefits:

  • Automated prioritisation: Tickets are organised according to urgency and severity, streamlining the resolution of critical issues.
  • Real-time monitoring: Facilitates efficient monitoring of each case, ensuring that clients receive quick and clear updates.
  • Personalised history: Each request includes the client’s complete history, allowing us to offer a service tailored to the client’s needs.
  • Integrable: with our customers’ existing technologies.

Knowledge Management: Knowledge Base (Run Wiki)

Knowledge is a fundamental pillar to guarantee quality customer service. MST Holding knows this, and therefore integrates tools such as Knowledge Base (Run Wiki) that organise and provide structured access to information in real time.

Key benefits:

  1. Reduced response times: Agents can quickly access key information to resolve queries in an agile manner.
  2. Quality of responses: Provides standard and customised data, tailored to customer and service needs.
  3. First contact resolution: Reduces the need to escalate cases, improving efficiency and reducing waiting times.
  4. Increased customer satisfaction: Improve key metrics such as NPS (Net Promoter Score), CSAT (Customer Satisfaction) and CES (Customer Effort Score).

Run Assist: Generative Artificial Intelligence to Anticipate Needs

Run Assist – Knowledge Assistant Plus is a platform that combines artificial intelligence (AI) and natural language processing (NLP) to anticipate customer needs. Its ability to analyse data and contexts in real time allows it to provide proactive solutions before the customer makes a request.

Key applications:

  • Proactive response to common queries.
  • Intelligent suggestions to personalise customer interaction.
  • Improved efficiency by reducing reliance on human agents for repetitive tasks.

Smart Automation: Run Bots

Automation is essential to reduce costs and optimise resources in high-demand environments. MST Holding uses virtual agents, such as Run Bots (Voicebots and Chatbots), designed with generative AI to handle simple, repetitive interactions 24 hours a day, 365 days a year.

Advantages:

  • Continuous attention: They guarantee 24/7 accessibility, improving the customer experience.
  • Optimisation of human resources: Agents can focus on high value-added interactions, while bots solve less complex queries.
  • Cost reduction: By reducing reliance on human agents for repetitive tasks, operational costs are significantly reduced.
  • Shorter waiting times: Automation eliminates bottlenecks in care, providing immediate responses.

Intelligent Quality Control: eAlicia Quality and Surveys

MST Holding takes quality control to another level with eAlicia Quality, a solution that uses advanced speech and text analytics to evaluate interactions in real time. This tool, powered by generative AI, ensures that companies can make decisions based on data, trends and common patterns.

Key benefits:

  • Sentiment analysis: Identifies emotions and signs of dissatisfaction in real time, enabling immediate corrective actions.
  • Scalability of audits: The sample of audited interactions increases from 1-3% to 100%, providing a broader and more objective view of agent performance.
  • Optimisation of the incentive system: By having a larger and more objective sample, a fair remuneration for care teams is ensured.
  • Real-time feedback: With eAlicia Surveys, companies can collect and analyse the voice of the customer, acting quickly to reverse potential dissatisfaction.

Training and Continuous Development: eAlicia LMS and University

Agent training is essential to guarantee a quality service. MST Holding uses the eAlicia LMS platform to manage training processes in a personalised, automated and dynamic way.

Key components:

  1. eAlicia University: eLearning platform that offers training in soft and hard skills, adapted to the needs of each client.
  2. eAlicia Bots: AI-powered systems that help train agents through hands-on simulations.
  3. Automation of training processes: Trainers can focus on strategic tasks, while the platform automates repetitive tasks.

Impact on the operation:

  • Continuous improvement in the performance of agents.
  • Reduction of errors and learning times.
  • Increased customer satisfaction through more professional and efficient customer service.

MST Holding: Pioneers in the Digital Transformation of the Contact Center

MST Holding’s technology solutions demonstrate its commitment to quality, innovation and operational excellence. From omni-channel platforms such as Run Channel to generative AI automation solutions such as Run Bot, the company has designed an ecosystem that responds to current market needs, enhancing the customer experience and optimising business resources.

In an environment where efficiency and customisation are key, MST Holding is positioned as a strategic partner for companies seeking to transform their operations and achieve the highest level of competitiveness. With tools designed to guarantee quality, automation and continuous training, the company reaffirms its leadership in the BPO and customer service sector. In short, MST Holding offers not only technology, but a holistic vision that combines innovation, intelligence and efficiency, ensuring sustainable results and a superior experience for both customers and employees.

www.mstholding.com

MST Holding Inaugurates New Offices in Madrid: Innovation and Transformation in Customer Service

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MST Holding Reinforces Its Commitment to AI in Contact Centers at the Opening of Its Madrid Offices

On October 24th, MST Holding celebrated the grand opening of its new offices in Madrid, marking a significant milestone in the company’s expansion while reaffirming its commitment to innovation and excellence in customer service. With an extensive track record in the Contact Center industry and BPO solutions, MST Holding continues to lead the sector by integrating cutting-edge technological tools, like artificial intelligence (AI), into its processes.

This event not only showcased the company’s new physical space but also created a setting for reflection and networking among industry professionals. From a warm welcome to the attendees to insightful talks on AI applications in customer service, the event exemplified the synergy between MST Holding’s legacy and its technological future.

Welcome of the Guests

The event began with a reception organized by the MST Holding team, who welcomed a diverse group of guests including clients, strategic partners, and prominent members of the Spanish Association of Customer Relationship Experts (AEERC). The atmosphere was filled with excitement and anticipation as attendees not only looked forward to exploring the new facilities but also to participating in a series of activities and discussions designed to provide insights into the future of the sector.

With an elegant and modern decor, MST Holding’s new Madrid offices stood out for their functional design, crafted to foster collaboration and efficiency within the work environment.

History of MST Holding and C3: A Legacy of Success

José Renard, Madrid’s Sales Director, and Paulino Borrell, Marketing Manager at C3, took on the task of reviewing the company’s journey since its foundation, highlighting key milestones that have marked its growth. Over the years, MST Holding has established a solid presence across multiple sectors, consolidating its leadership in customer service outsourcing and business process outsourcing (BPO).

Borrell emphasized the pivotal role of C3 (Contact Center Consulting), a specialized area in quality control and customer experience, in MST Holding’s evolution. With a 360º approach encompassing audits, quality control, specialized training, surveys, and Mystery Shopper services, C3 has developed customized training programs that have driven the company’s operational excellence.

AI in Customer Service: A Promising Future

One of the day’s most anticipated moments was the talk on AI applications in customer service, delivered by Alberto Expósito (Technology Area Manager at MST Holding) and Sabrina Muñoz (Head of HSSE & Quality Finlight and Founding Partner of La Brújula del Conocimiento), both experts in the field and key figures on MST Holding’s innovation team. During their presentation, they discussed how AI has transformed how companies interact with their customers, providing more personalized and efficient experiences.

Expósito highlighted how AI tools have enabled the automation of repetitive processes and enhanced operational efficiency in contact centers, freeing human agents from routine tasks and allowing them to focus on more complex and value-added interactions. Muñoz, in turn, highlighted AI’s role in predicting customer behavior, enabling companies to anticipate needs and enhance long-term customer satisfaction.

Both experts agreed that while AI is a powerful tool, its success depends on proper integration with the human element. “AI is not here to replace agents but to empower them,” Muñoz emphasized, stressing the importance of a seamless collaboration between technology and human teams.

Tour of the Facilities: Innovation and Design for Efficiency

After the talk, attendees had the opportunity to take a guided tour of the new facilities. The offices, located in a modern, well-connected building in Madrid, were designed with flexibility and employee well-being in mind.

The office design reflects the company’s commitment to innovation and technology, with collaborative areas equipped with the latest tools to facilitate interaction and idea exchange among employees.

Official Inauguration: A Milestone for MST Holding

The highlight of the event came with the official inauguration of the new site. Pedro Barceló, along with José Francisco Rodríguez, president of AEERC, ceremonially cut the ribbon, officially marking the opening of MST Holding’s new offices in Madrid. Both presidents took the opportunity to emphasize the importance of collaboration between companies in the sector and professional associations to foster best practices in customer service.

Rodríguez noted that MST Holding is a model for innovation and leadership in the contact center and BPO sector, underscoring its ability to adapt to emerging trends such as digitalization and process automation while keeping the human factor at the forefront.

Cocktail and Networking: A Space for Collaboration

After the inauguration, attendees enjoyed a cocktail lunch, providing an opportunity to network and share their thoughts on what they had seen and heard during the event. This networking space was particularly appreciated by participants as it allowed them to exchange ideas and explore potential collaborations in a relaxed, professional setting.

Conversations centered around the importance of AI in the industry and the opportunities it offers to improve efficiency and customer service quality. Attendees also discussed current trends in service outsourcing and MST Holding’s role as a sector leader.

End of the Day: Looking to the Future

The event concluded on an optimistic note, with everyone in agreement that MST Holding is well-positioned to lead the future of customer service and service outsourcing. The day served not only as an inauguration of new offices but also as a reaffirmation of the company’s commitment to technological innovation and quality customer service.

The inauguration of MST Holding’s new offices in Madrid was a successful event that left a positive impression on all attendees, further solidifying the company’s role as a leader in the sector. With a clear focus on integrating cutting-edge technology and a highly skilled human team, MST Holding continues to set the standard in the contact center and BPO industry, demonstrating that the future of customer service is undoubtedly both technological and human.

www.mstholding.com

The Evolution of the Contact Center in the Food Industry: Key to Facing the Challenges of Digital Transformation

by RaquelNEWSLeave a Comment on The Evolution of the Contact Center in the Food Industry: Key to Facing the Challenges of Digital Transformation

The changes in consumer eating habits, driven by digitalization, health and sustainability, as well as market globalization, are pushing food companies to adopt advanced technologies to remain competitive. In this context, MST Holding, with its innovative approach to comprehensive customer service solutions, positions itself as a strategic partner for the food industry, offering not only improvements in consumer relations but also operational efficiency optimization and the ability to respond to new challenges.

The Impact of New Eating Habits

The food sector has changed significantly in recent years, with consumers being more demanding regarding health, naturalness, sustainability, and transparency in the products they buy. Moreover, the rise of e-commerce and delivery platforms has revolutionized the way brands interact with their customers. In this scenario, MST Holding anticipates the demands of the food market, offering specialized Contact Center solutions that allow companies to maintain an omnichannel presence, key to success in the digital age. 

Today, food companies must not only maintain a physical market presence but also connect with their customers through multiple channels, adapting to their needs. This is where MST Holding’s Contact Center solutions add value, serving as the main point of contact between food brands and consumers. Through our services, we provide a seamless, personalized experience that builds trust and strengthens brand loyalty.

Contact Center as a Driver of Customer Orientation

One of the main challenges in the food sector is complete customer orientation. At MST Holding, we understand that beyond selling products, the focus should be on providing a superior experience, anticipating and meeting consumer expectations. Our Contact Center is not just a tool for resolving issues but becomes a strategic ally for personalization and loyalty. 

Thanks to our expertise, and the use of artificial intelligence, data analytics, and omnichannel platforms, we can transform every interaction into a learning opportunity. We identify consumption patterns, detect problems, and adjust responses in real-time, allowing food companies to optimize their processes and continuously improve the customer experience.

Excellence in Customer Service

MST Holding recognizes the importance of excellent customer service in the food sector. In an environment where consumer expectations are extremely high, our Contact Center approach allows for fast, personalized, and consistent responses through any contact channel. 

Today’s consumers demand immediate and effective interaction, whether through a phone call, email, social media, or messaging apps. MST Holding specializes in providing the omnichannel experience that consumers value. Additionally, by implementing artificial intelligence and chatbots, we automate frequent inquiries, allowing human agents to focus on more complex and sensitive cases, ensuring comprehensive and quality service. 

A clear example of how MST Holding adds value to the food sector is our ability to manage food safety crises. In critical situations, our contact centers are prepared to act quickly, effectively informing customers and providing immediate solutions. This quick response can make the difference between a controlled crisis or irreparable damage to a brand’s reputation.

Omnichannel as the Key to Company-Customer Relations

Omnichannel is the present and future of the food sector, and at MST Holding, we specialize in offering solutions that centralize and optimize customer information across all channels. Our expertise in developing omnichannel Contact Centers allows companies to manage all interactions with their customers consistently and smoothly. 

Imagine a customer placing a food order through an app and then wanting to know the status of their delivery. Whether by phone, chat, or social media, MST Holding ensures that agents have immediate access to all relevant information, eliminating friction and improving the user experience. Furthermore, through advanced tools like emotion analysis and voice recognition, our agents can further personalize responses and offer empathetic care.

Contact Center Integration with the Food Supply Chain

A fundamental aspect of the food sector’s transformation is the integration of Contact Centers with the supply chain. At MST Holding, we work closely with our clients to ensure complete visibility of their logistics operations, from production to delivery. Our Contact Centers not only serve as a link between companies and their consumers but also facilitate real-time communication and management with distributors and suppliers. 

When delivery delays or stock issues arise, our Contact Center becomes a key tool for managing customer expectations, maintaining satisfaction while optimizing internal processes. Thanks to our integration solutions, MST Holding agents can access accurate inventory information, resolve issues immediately, and ensure that the supply chain continues functioning without interruption.

Conclusion

The evolution of the Contact Center in the food sector has made this tool an essential pillar for success. At MST Holding, we not only provide cutting-edge technological solutions but also add a human touch that makes a difference in every interaction. In the face of the challenges of digital transformation, our services allow food companies to optimize their customer relationships, improve their operations, and respond quickly to the demands of an ever-changing market. 

MST Holding establishes itself as a key strategic partner for the food industry, offering solutions that enable companies not only to adapt to digital transformation but to lead it.

www.mstholding.com

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