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

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

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

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

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

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

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

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

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

www.mstholding.com

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

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

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

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

A Contact Center with an integrated vision and advanced technology

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

Among the main services we will manage are:

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

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

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

People, processes, and technology: the MST Holding DNA

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

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

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

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

Committed to IFEMA MADRID’s success

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

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

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

www.mstholding.com

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

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

Anticipating Needs: A New Paradigm in Customer Service

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

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

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

Artificial Intelligence Applied to Customer Knowledge

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

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

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

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

Efficiency, Accuracy, and Continuous Improvement

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

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

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

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

MST Holding’s Role: Innovation with Purpose

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

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

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

Toward More Human and Intelligent Service

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

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

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

One Step Closer to Excellence

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

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

www.mstholding.com

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

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

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 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

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

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

A Service That Never Sleeps

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

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

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

A Highly Specialized and Committed Team

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

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

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

Supporting Those Who Need It Most

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

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

When fraud is confirmed, the response is immediate:

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

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

A Preventive Approach to Protect Everyone

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

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

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

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

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

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

Much More Than a Service: A Shared Mission

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

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

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

www.mstholding.com

Transforming the Future of Banking with Strategy and Technology

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

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

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

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

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

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

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

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

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

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

www.mstholding.com