IFEMA MADRID once again placed itself at the heart of global tourism with the celebration of FITUR 2026, the International Tourism Trade Fair. Recognized as one of the most relevant events in the sector worldwide, FITUR served as a key meeting point for destinations, companies, institutions, and professionals seeking to drive the development of the tourism industry in an increasingly demanding and competitive context.

In its 46th edition, FITUR brought together more than 10,000 companies (967 main exhibitors) from 161 countries, consolidating its role as a strategic platform for business generation, knowledge exchange, and the identification of trends that would shape the future of tourism. The fair concluded with a positive outcome, reaffirming its international leadership and once again demonstrating its strong convening power by slightly surpassing 255,000 visitors over its five days, including industry professionals and the general public—evidence of its enormous impact and organizational complexity.

A Global-Scale Event with High Operational Demands

FITUR was not merely a showcase for tourist destinations. It was a highly intensive operational environment where thousands of professionals converged, multiple languages were spoken, diverse visitor profiles interacted, and there was an enormous demand for information, assistance, and real-time support.

Throughout the fair, professional forums, B2B meetings, specialized conferences, and spaces dedicated to innovation, sustainability, and the digital transformation of tourism were held. All of this required precise coordination and a user service experience aligned with the scale and international prestige of the event.

In this context, service quality, speed in handling inquiries, and the ability to manage large volumes of interactions became critical success factors for the fair.

MST Holding: Rising to the Challenge of a High-Volume Service

For MST Holding, FITUR 2026 represented a top-tier operational challenge and an opportunity to demonstrate its capabilities as a specialized contact center service provider in high-demand environments. At a time when IFEMA began its collaboration with MST, this project stood as a clear example of how to successfully manage a high-volume, high-visibility service.

From its operational platforms, MST Holding provided support in handling and managing contacts related to the fair, responding to inquiries from exhibitors, professionals, and visitors. The diversity of requests, demand peaks, and the need to deliver accurate and consistent information turned this service into a true exercise in scalability, organization, and operational excellence.

MST’s involvement made it possible to efficiently channel thousands of interactions, helping to ensure that the FITUR experience was smoother, more accessible, and more satisfactory for all audiences involved.

Scalability, Control, and Service Quality

One of the main values MST brought to IFEMA at FITUR 2026 was its ability to scale and adapt the service to a high-volume environment. Resource planning, specialized team training, and the definition of clear processes made it possible to absorb significant increases in demand without compromising service quality.

MST’s model combined technology, processes, and people to ensure:

• Optimized response times even during peak activity
• Consistency in the information provided across different channels
• Operational control and service traceability
• Professional service focused on the user experience

This approach was especially relevant at a fair like FITUR, where every interaction directly influenced perceptions of both the event and the IFEMA brand.

A Customer Service Partner at a Key Moment

The incorporation of MST Holding as a contact center service provider took place at a particularly significant time, marked by the growing complexity of international events and the need to deliver increasingly personalized and efficient experiences.

Beyond service delivery, MST acted as a true customer service partner, understanding IFEMA’s needs and adapting its model to the specific dynamics of an event of this nature. Responsiveness, flexibility, and a results-oriented mindset were key elements in this initial phase of collaboration.

This approach laid the foundations for a relationship built on operational trust, value creation, and the ability to support IFEMA in a critical service such as customer care.

IFEMA and FITUR: An International Benchmark

Since its creation in 1981, FITUR has evolved into an essential global reference for the tourism industry. Its hosting at IFEMA has helped position Madrid as a strategic hub for international tourism, generating significant economic and social impact and strengthening the global visibility of destinations and companies.

IFEMA continued to invest in organizational excellence, innovation, and the continuous improvement of the exhibitor and visitor experience. Within this framework, outsourcing specialized services such as customer support has become a key element in ensuring efficiency, quality, and scalability.

Looking Ahead

With FITUR 2026 as its stage, the tourism sector once again demonstrated its adaptability, dynamism, and global vocation. For MST Holding, participating in this project meant responsibly taking on the challenge of operating a high-volume service at one of the most important events on the international calendar.

This first collaboration with IFEMA strengthened MST’s position as a provider capable of managing complex, critical, and highly visible environments, bringing structure, control, and a strong focus on user experience.

At MST Holding, we approached this challenge with commitment and a forward-looking vision, convinced that operational excellence and adaptability are key to supporting our clients in large-scale projects such as FITUR and to continuing to generate value in every interaction.

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We close 2025 with the feeling that we have taken firm steps toward consolidating MST Holding as a group that combines technology, expertise, and a strong service-driven vocation. Throughout the year, we have strengthened our operational capabilities, expanded our value proposition into strategic sectors—with a particular focus on banking and international services—and received recognitions that validate our model: human-centered, multichannel, and increasingly enhanced by artificial intelligence and vertical specialization.

Recognized Transformation: Awards and Distinctions

The precedent was set at the end of 2024, when we received the Bronze Award at the European Contact Centre & Customer Service Awards (ECCCSA), a milestone that reaffirmed our approach to strategic transformation alongside our clients.

In 2025, we took an even greater leap forward.

Not only were we finalists in three ECCCSA categories—reinforcing our position as an innovative company focused on excellence and strong partner relationships—but we also achieved one of the most significant recognitions of the year:

🏆 Silver Award together with Costa Cruises in the category Best Employee Experience

This award is a clear endorsement of our commitment to talent, team wellbeing, and the creation of motivating work environments.

The project developed with Costa Cruises demonstrates that when culture, leadership, innovation, and care for people are aligned, the impact is extraordinary—both in employee satisfaction and in the final customer experience.

This achievement positions MST Holding as a European benchmark in initiatives that enhance employee experience and operational performance.

These recognitions consolidate our position in the industry and underscore the robustness of our service model.

New Units and Sector Specialization

One of the key milestones of the year has been the consolidation of the BBI (Business Banking Innovation) unit, designed to support financial institutions with specialized services that combine sector expertise, secure processes, and highly skilled teams. This unit reflects our commitment to vertical solutions that integrate talent, technology, and deep industry knowledge.

Applied Innovation: AI and Commercial Tools

Throughout 2025, we continued to integrate artificial intelligence solutions that amplify our agents’ capabilities: sales assistants, real-time orchestration, and advanced analytics that optimize outbound campaigns, retention, and customer experience. These tools enable more agile, personalized, and effective interactions, without losing the human component that defines MST Holding.

Talent, Culture, and Internal Recognition

Recognizing talent has been another constant. This year, our internal motivation and positive reinforcement initiatives were externally acknowledged, showing that our organizational culture—based on commitment, collaboration, and excellence—is also valued by the industry.

International Presence and Client Collaboration

We maintained an active presence at major industry forums, both nationally and internationally, showcasing our solutions and gathering key market trends. Projects delivered with our clients have generated tangible improvements in satisfaction, efficiency, and first-contact resolution KPIs, strengthening trusted relationships and creating success stories that can be replicated in new contracts.

Sustainability, Compliance, and Security

Regulatory compliance and data protection have remained non-negotiable pillars. Throughout the year, certifications, controls, and protocols were reinforced (including PCI DSS and GDPR in critical functions), ensuring secure and reliable operations for our clients—often in highly regulated sectors.

Looking Ahead to 2026: Priorities and Purpose

Our purpose remains unchanged: to combine cutting-edge technology and committed talent to deliver memorable customer experiences and achieve sustainable, responsible growth.

Closing the Year

If there is one conclusion to draw as we close the year, it is that MST Holding’s success in 2025 is not the result of a single action, but of the cumulative work of teams, clients, and partners who have embraced innovation with sound judgment. We are grateful for the trust of our clients and collaborators, and we will continue to invest in people, processes, and technology to ensure that 2026 is, once again, a year of excellent service and responsible expansion.

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On November 25, we travelled to London with our suitcases full of excitement, expectations, and that unique mix of emotion and nerves you only feel when you’re about to experience a truly special moment. The occasion was none other than the gala of the European Contact Centre & Customer Service Awards (ECCCSA), the most prestigious awards in Europe in the field of customer service and user experience. We knew that being among the finalists was already a huge achievement—a sign that our work, and that of our partners, is making a real difference. But what we didn’t expect was to return home with a Silver Award alongside one of our most cherished partners: Costa Cruises, in the Best Employee Experience category.

This recognition not only celebrates a project but a way of working. It confirms that when companies genuinely invest in people, stronger relationships are built, teams become more committed, and customer experiences become truly memorable. Because there is no excellence in CX without a great Employee Experience behind it.

A Journey with a Clear Destination: Transforming People’s Experience

When we embarked on this journey with Costa Cruises, we had a clear purpose: to create a work environment where every agent felt valued, heard, and supported—both professionally and emotionally. The project was born to strengthen team wellbeing, improve internal processes, and elevate the quality of interactions between the brand and its customers. Over time, this collaboration has become an example of how trust, continuous communication, and a shared vision can transform results and create real impact.

At MST Holding, we’ve spent more than three decades proving that customer service is a people-driven industry, and this award reaffirms that belief. Technology empowers, processes organize—but it is people who inspire, build loyalty, and create lasting relationships.

The Magic of a Project Created By and For People

The Best Employee Experience category recognizes initiatives focused on improving the holistic experience of teams—an enormous challenge in a sector as dynamic, demanding, and ever-changing as the Contact Center industry. Together with Costa Cruises, we developed actions that truly made a difference:

• Renewed onboarding programs to ensure every new hire felt supported from day one.
• Dynamic training processes designed to strengthen skills, build confidence, and enhance excellence in customer interactions.
• Recognition and motivation initiatives—from internal dynamics to personalized messages celebrating both individual and team achievements.
• Active listening spaces, essential for identifying needs, driving improvements, and fostering an honest and collaborative work climate.
• Ongoing optimization of tools and workflows, helping agents work more efficiently and fluidly.

The result was a more human, healthier, and more connected ecosystem. A team that not only serves but inspires. That not only solves but creates exceptional experiences. This Silver Award acknowledges that effort and evolution.

A Shared Achievement with Great Partners

This year, we travelled to London with the joy of being nominated in three different categories alongside exceptional partners:

✨ Costa Cruises – Best Employee Experience
✨ Brother Europe International – Best Multilingual Customer Service
✨ Hitachi Energy – Most Effective Management of Peak Demand

Each nomination gave us another reason to celebrate. Because if there’s something that defines MST Holding, it’s our ability to build long-term relationships and work hand-in-hand with brands to achieve their goals. Seeing these collaborations shine on an international stage confirms that we’re moving in the right direction.

However, the award with Costa Cruises carried a particularly emotional meaning—not only for the recognition itself, but for what it represents for us as a company and for the entire team involved in the project.

The jury highlighted the consistency and strength of our approach: thoughtful recruitment, continuous development, deep wellbeing initiatives, and close collaboration with the client. But beyond processes, this recognition celebrates something deeper: a way of understanding our business.

The Power of a United Team

At MST Holding, we know success is never accidental. It is the result of consistent work, collective commitment, and love for what we do. Behind this award are many people: agents, trainers, coordinators, quality leads, operational leaders, tech support teams, HR professionals… And there are also values: humility, respect, effort, closeness, and a deep sense of responsibility.

This recognition belongs to all of them. Because every interaction, every call, every detail counts. And when you work with passion, the results speak for themselves.

A Boost to Keep Growing

Winning Silver alongside Costa Cruises fills us with pride, but it also motivates us to keep innovating, creating, and improving. Employee Experience is a strategic pillar for MST Holding, and this award reinforces our commitment to continuous improvement and to remaining a benchmark in people management and the development of positive work environments.

Our goal is not only to deliver excellent service, but to create experiences that leave a mark—both on customers and on the teams who make them possible.

A Recognition That Goes Beyond the Award

This achievement also reflects something essential: the Contact Center industry is evolving towards a model where people are once again at the heart of everything. Where emotional connection, wellbeing, internal support, and the impact of a strong employee experience on customer satisfaction are truly valued.

In an increasingly automated, digital, and fast-paced sector, this award proves that humanity is still the engine of excellence.

Additionally, this Silver Award joins the Bronze Award won in 2024 for Most Effective Strategic Transformation with our client Brother, strengthening an already solid track record of continuous improvement, excellence, and long-term vision in our CX and BPO services.

Thank You, Costa Cruises

We cannot close this article without thanking Costa Cruises for their trust, shared vision, and ongoing commitment to the value of people. Working together has been—and continues to be—a privilege. And this award is proof that when two teams row in the same direction, extraordinary things happen.

What Comes Next

At MST Holding, we will continue doing what we do best: supporting, improving, listening, and transforming. This award is a milestone, but also a starting point for new projects, new goals, and new success stories.

The night in London was unforgettable, but the best part is that it’s just one step in a journey that continues—and promises much more.

And of course… thank you all

Thank you to everyone who is part of MST Holding.
Thank you to those who place their trust in us.
Thank you to those who accompany us in every new challenge.
Thank you to those who celebrate our successes.

This award belongs to you too.
Because when work is done with passion, humility, and teamwork…
great things eventually happen.
And this award with Costa Cruises is proof of that.

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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.

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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!

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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.

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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.

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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