Author: Raquel

Optima360: Commercial Intelligence Applied to Banking Performance

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

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

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

What is Optima360?

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

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

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

The Challenge of Oversized Portfolios

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

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

Key Features of Optima360

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

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

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

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

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

Prioritization adapts in real time, taking into account:

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

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

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

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

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

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

This may include:

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

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

Intelligence at the Service of People

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

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

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

Tangible Results

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

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

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

Part of a Broader Vision: BBI

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

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

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

Conclusion

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

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

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

www.mstholding.com

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

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

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

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

What is the Relocation Plan?

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

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

What does this program include?

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

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

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

Why do we do it?

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

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

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

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

Initial results: Numbers that speak for themselves

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

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

A strategic commitment aligned with our values

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

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

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

And now… what’s next?

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

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

www.mstholding.com

Gamification in Action: How MST Holding Turns Motivation into Results

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

www.mstholding.com

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

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

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

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

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

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

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

This training covered multiple areas:

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

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

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

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

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

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

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

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

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

Highlights include:

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

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

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

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

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

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

www.mstholding.com

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

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

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

What is eHereditas?

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

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

The challenges of traditional testamentary management

Banks face multiple difficulties when handling inheritances:

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

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

Key features of eHereditas

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

This allows:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Real impact: from bottleneck to opportunity for improvement

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

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

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

A new standard in testamentary management

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

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

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

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

www.mstholding.com

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

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

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

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

A High-Complexity, High-Value European Service

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

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

A Meaningful Evolution: From Continuous Improvement to Transformation

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

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

Voice Channel: Reinforcing Proximity and Effectiveness

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

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

Digital Channels: Giving Voice to Brother’s Digital Strategy

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

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

Email Channel: Lower Volume, Higher Efficiency

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

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

Smart Processes for High-Performance Support

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

Escalation Rate Reduction: From 8% to 0.5%

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

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

First Call Resolution (FCR): 90% Success Rate

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

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

Commitment to Quality: Monthly Audit and Consulting

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

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

A Success Story Driving the IBU Model

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

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

www.mstholding.com

AI Sales Assistant: A Strategic Tool We Use at MST Holding to Boost Commercial Effectiveness

by Raquelcall center / NEWS / NEWSLeave a Comment on AI Sales Assistant: A Strategic Tool We Use at MST Holding to Boost Commercial Effectiveness

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.

www.mstholding.com

The Power of a Call: The Business Generation Service That Transforms Educational Lead Conversion

by Raquelcall center / NEWSLeave a Comment on The Power of a Call: The Business Generation Service That Transforms Educational Lead Conversion

In an environment where capturing the attention of new profiles is increasingly complex, educational institutions need effective strategies that allow them to connect with their target audience in a direct, professional, and personalized way. In this context, a prominent institution in the education sector has entrusted MST Holding to outsource its business generation service through proactive calls to qualified leads.

This project, in operation since 2022, represents a successful model in managing telephone contact campaigns, designed to drive student acquisition and strengthen the institution’s presence in strategic markets.

A Strategy Focused on Human Contact

MST Holding’s working model is based on a fundamental premise: every call is an opportunity to create a meaningful connection. For this reason, beyond simply making calls, the service is structured around three key pillars:

  1. Structured Call Emission: MST Holding agents contact previously qualified leads, validate their data, identify their needs, and offer personalized information about educational programs. The goal is not just to share information, but to generate genuine interest and guide the candidate in their decision-making process.
  2. Tailored and Personalized Communication: Each phone contact is adapted to the candidate’s profile, taking into account their background, interests, and location. Agents receive specific training on the institution’s programs, enabling them to conduct informed and empathetic conversations.
  3. Effective Informational Support: In addition to presenting the academic offering, agents also help resolve common doubts about admissions processes, required documentation, prerequisites, or deadlines. This support role helps build trust and enhances the institution’s overall image.

Key Metrics That Validate the Service’s Success

Since its launch in 2022, the business generation service has proven to be a strategic resource for the educational institution. The results obtained from the various campaigns reflect the effectiveness of the applied methodology. The following averages summarize the service’s performance from 2022 to the present:

  • Calls Made: An average of 50,471 calls have been made, demonstrating the operational capacity and reach of the service across various stages of the recruitment cycle.
  • People Contacted: An average of 12,281 individuals were successfully contacted, indicating a strong positive contact rate and a solid base of active leads.
  • Useful Contacts: 28.07% of contacts proved to be useful — meaning they resulted in genuine interest or progressed the information or follow-up process.
  • Average Interview Conversion Rate: Since the start of the service, an average of 10.7% of contacted individuals scheduled interviews — a clear indicator of the telephone channel’s effectiveness as a direct conversion tool.

A Human Team with a Relational Focus

For a service of this nature, success largely depends on the quality of the human team. The agents managing the calls not only master telephone communication techniques but also understand the value of active listening, empathy, and message personalization.

Each team member undergoes initial specific training on the educational institution, its academic offerings, and its unique value proposition. This preparation ensures that every phone interaction aligns with the institution’s brand and messaging.

Moreover, the agents are bilingual and fully capable of communicating in English — a key skill given that the leads come not only from Spain but also from Europe, the Americas, Africa, Asia, and Oceania. This linguistic competence enables a truly international service, ensuring effective, friendly, and personalized attention without language barriers.

Agents work with dynamic scripts adapted to each lead’s profile and use management tools that facilitate follow-up, note-taking, and conversation traceability.

Operational Flexibility and Adaptability

One of the most valued aspects of this service is its ability to adapt to the institution’s pace and priorities. The operation can be scaled based on the academic calendar, new program launches, or campaigns targeted at specific geographic regions.

Call planning is tailored to optimal time slots, using historical data and availability analysis of the leads. This smart segmentation improves contact rates and maximizes the value of each working day.

In addition, MST Holding’s operational model allows for real-time adjustments — whether in the script, commercial approach, or key messaging — ensuring alignment with the institution’s strategic direction at all times.

Close Coordination and Long-Term Vision

The success of the service also relies on the strong trust-based relationship established between the educational institution and MST Holding. Since the project began, both teams have worked in close coordination, sharing data, adjusting strategies, and evaluating results continuously.

This collaboration has fostered the implementation of ongoing improvements, the identification of best practices, and the consolidation of a model that goes beyond simply making calls — it acts as a true business generation engine.

Experience shows that outsourcing this kind of service — when done with a trusted partner and strategic vision — allows institutions to focus on their core academic functions without losing effectiveness in lead conversion.

A Commitment to Value Creation

At MST Holding, we believe that business generation is not simply about reaching a specific call volume. It’s about establishing quality connections, bringing value to every interaction, and generating real growth opportunities for our clients.

The service developed for this leading educational institution is a clear example of how the telephone channel, when managed professionally and results-driven, continues to be a powerful tool for attracting talent, streamlining admissions processes, and strengthening institutional reputation.

After more than two years in operation, the numbers speak for themselves. And most importantly: the model is scalable, flexible, and designed to evolve. Because every call matters. And at MST Holding, we know how to make every single one count.

www.mstholding.com

MST Holding Shines at the 16th Edition of the Platinum Customer Experience Awards with Two Trophies and a Night to Remember

by Raquelcall center / NEWS / NEWSLeave a Comment on MST Holding Shines at the 16th Edition of the Platinum Customer Experience Awards with Two Trophies and a Night to Remember

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.

www.mstholding.com

MST Holding Officially Launches Its New BBI Unit at an Exclusive Event in Madrid

by Raquelcall center / NEWSLeave a Comment on MST Holding Officially Launches Its New BBI Unit at an Exclusive Event in Madrid

In an event carefully designed to combine strategy, closeness, and forward-thinking vision, MST Holding officially presented its new business unit, BBI (Business Banking Innovation), on May 28 in Madrid.

The event took place at the Club Financiero Génova and brought together prominent representatives from the financial world, digital transformation experts, executive profiles, and specialized media. A dynamic format, blending an executive lunch with a networking session on the terrace of this iconic Madrid venue, provided the perfect setting to introduce this new business proposal, designed to lead innovation in the banking sector.

BBI: The Future of Banking Is Already Here

The BBI unit was created in response to the financial sector’s urgent need for modernization, with a focus on technology, efficiency, and customer experience. Led by Javier Sáez, a professional with over 20 years of experience in commercial banking and financial management, BBI positions itself as a key strategic partner to support banks in their digital transformation journey.

During the lunch, Pedro Barceló, President of MST Holding, welcomed attendees and shared a clear vision:
“Through our banking innovation unit, we combine strategic and technological vision with in-depth banking expertise, supporting financial institutions in their transformation journey, maximizing results and improving customer relationships.”

Javier Sáez then detailed the foundation on which BBI is built. He emphasized the importance of automating traditionally slow and costly internal processes and introducing digital solutions that enable faster decision-making, real-time data access, and a customer-centric perspective. According to Sáez, success in today’s banking environment lies in combining deep sector knowledge with the technological agility to respond immediately.

Technology Applied to Tangible Results

Throughout the event, BBI’s three main pillars were presented—a methodology based on the foundational elements that set this unit apart:

  1. Pre-implementation banking consultancy:
    We have a specialized consulting team that conducts an in-depth analysis before deploying our services. This assessment takes into account the institution’s strategy, needs, policies, and environment to tailor our approach to their specific context—whether in the front office or back office.
  2. Proprietary technology developed for banking:
    We offer internally developed tech solutions specifically created for the banking sector. These tools help optimize processes without relying on external vendors, integrating seamlessly with the client’s existing systems, environments, and workflows without disrupting their ecosystem.
  3. Certified managers:
    Optimization and innovation processes are executed by a team of certified professionals with experience in banking and insurance. Their certifications ensure scalable traceability and end-to-end management of all agreed-upon processes.

Several tools already included in the BBI portfolio were also showcased, such as:

  • Optima360, for intelligent management of oversized portfolios.
  • BBI Connect, for multichannel management of commercial campaigns.
  • eHereditas, for automated and efficient inheritance management.
  • SwiftBankOps, for maximizing profitability by optimizing administrative tasks.

Unlike standardized offerings, BBI focuses on configurable, modular, and easily integrable solutions that can scale according to the client’s digital maturity.

A Space for Conversation and Collaboration

After the official part of the event, guests enjoyed a networking session on the Club Financiero’s terrace—a relaxed setting that sparked key conversations about the future of the sector. The casual atmosphere and proximity between executive profiles fostered an ideal environment for exchanging ideas, experiences, and strategic visions.

Discussions centered on topics such as artificial intelligence in banking, new customer-institution relationship models, and the need to streamline regulatory processes. There was also a shared reflection on the importance of having technological partners capable of providing quick solutions to everyday challenges.

This informal space not only helped strengthen connections among attendees but also reinforced BBI’s positioning as a community-driven initiative: a unit that doesn’t just provide services, but listens, shares, and evolves alongside its clients.

A New Chapter for MST Holding

With the launch of BBI, MST Holding takes a significant step forward in solidifying its leadership in innovation within the BPO and digital transformation sectors. This new unit joins an already well-established service ecosystem, expanding the group’s capacity to meet the most complex challenges of the financial market.

But beyond its technological offering, BBI represents a new way of approaching the banking sector—more human, more approachable, and more focused on sustainable results. A commitment to excellence, not only in operations but also in relationships.

BBI: Innovation With Purpose

The BBI launch event was more than just a corporate gathering—it was a declaration of intent. Once again, MST Holding makes it clear that its commitment to the future of the financial sector goes beyond technology. It includes vision, partnership, and a firm dedication to continuous improvement.

BBI starts strong, with a proposal focused on transforming rather than imposing—on adding value rather than replacing—on collaborating through closeness and expertise. And above all, on opening a new chapter where banking institutions have a partner that speaks their language, understands their challenges, and shares their ambition to build a more agile, intelligent, and people-centered future.

www.mstholding.com