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

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

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

A Results-Focused Service

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

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

A Collaboration Growing at an Exponential Pace

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

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

Scalability and Planning from Day One

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

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

Ongoing Training to Drive Excellence

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

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

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

A Script Designed to Convince, Not to Pressure

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

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

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

Technology and Tools That Enhance Efficiency

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

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

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

Operational Coordination: The Art of Detail

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

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

Tangible Impact: Beyond the Numbers

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

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

A Promising Partnership

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

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

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

Conclusion

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

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

www.mstholding.com

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

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

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

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

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

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

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

2. AI to Empower Customer Service Agents

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

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

3. Business Generation: AI as a Sales Driver

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

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

4. Customer Experience and Quality: The Competitive Edge

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

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

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

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

www.mstholding.com

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

Commitment to Best Practices

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

AI in Banking: A Pilot with Impact

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

Speech Analytics: Optimizing Communication Across All Channels

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

AI-Powered Knowledge Wiki: Smart Support for Agents

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

Task Force: Operational Flexibility in Banking

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

MST Holding: More Than Just Technology

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

Conclusion

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

www.mstholding.com

In a market where competition is fierce and customers are increasingly demanding, eCommerce companies need more than just good products — they need to create memorable experiences and turn every interaction into a sales opportunity. At MST Holding, we understand this, which is why we combine Artificial Intelligence (AI), predictive analytics, cutting-edge technology, and specialized talent to revolutionize the relationship between brands and consumers.

“In eCommerce, it’s not just about selling — it’s about creating experiences that sell. At MST Holding, we know how to make it happen.”

Turning Technology into Results

At MST Holding, we design sales and customer service hubs tailored to each project, where AI becomes the perfect ally to enhance the capabilities of our teams. Thanks to our solutions, we achieve:

✔️ Acquisition of new customers
✔️ Activation and reactivation of customer databases
✔️ Increased sales through cross-selling, up-selling, and promotions
✔️ Customer loyalty through personalized retention campaigns
✔️ Generation of high-quality leads
✔️ Successful launch and communication of new products and events

All of this is aimed at boosting sales and improving customer satisfaction. In addition, tools like Run Assist, our intelligent assistant, enable agents to access structured and reliable information in real-time, reducing response times and improving the quality of every interaction.

AI Empowering Sales: Efficiency and Agility

At MST Holding, we use AI not only to automate processes but to empower our teams. With Run Assist and Knowledge Assistant, we provide agents with instant and personalized information for each inquiry, enabling faster and more effective customer service.

From telesales services to retention and promotional strategies, we personalize every interaction to maximize the value of each contact. We also integrate virtual agents like RunBot (Chatbot and Voicebot), capable of handling simple queries automatically, 24/7, allowing our teams to focus on what really matters: selling, persuading, and building customer loyalty.

Predictive Analytics for Smarter Sales Actions

Having data is not enough — it must be turned into profitable actions. With MST Holding’s predictive analytics, we identify behavior patterns, anticipate customer needs, and execute result-oriented campaigns:

🔸 Cross-selling at the perfect moment
🔸 Customer reactivation with personalized arguments
🔸 Tailored retention strategies for every profile
🔸 Segmented promotions
🔸 Campaign monitoring and continuous optimization

Additionally, with platforms like eAlicia Quality Analytics, we audit interactions using generative AI, identify customer emotions, measure satisfaction, and ensure continuous improvement of the customer experience.

More Than Technology: Human Experiences

At MST Holding, we believe the key is not just automation — it’s about creating emotion. That’s why our teams combine the best of AI with the empathy, closeness, and result-driven mindset that only people can provide. Every interaction is an opportunity to build trust and, most importantly, drive conversion.

Furthermore, tools like eAlicia Bots allow our teams to undergo continuous and efficient training, reducing the learning curve and improving performance from the early stages of each project.

Why MST Holding?

✔️ Proven expertise in the eCommerce sector
✔️ Full-service portfolio: telesales, lead generation, cross-selling, retention, reactivation, promotions, database updates, customer verification, and much more
✔️ Experts in sales, customer service, and commercial campaigns
✔️ Omnichannel and personalized approach
✔️ Technology and people working together to maximize results

At MST Holding, we help eCommerce brands turn technology into real business opportunities. Thanks to our combination of artificial intelligence, predictive analytics, and highly qualified teams, we drive sales, improve satisfaction, and build customer loyalty. We don’t just accompany companies through their challenges — we help them overcome them and achieve sustainable growth.

www.mstholding.com

In a world increasingly focused on customer experience, companies must constantly adapt to deliver high-quality services that meet consumer expectations. This challenge is particularly significant in industries such as tourism, where personalization, swift problem resolution, and attention to detail are crucial.

MST Holding, through its collaboration with Costa Cruises, has demonstrated how integrating advanced technology and continuous team training can transform B2B customer service. From implementing innovative tools like eAlicia to developing tailor-made training processes, the company has set new quality standards in managing tourism services.

In this article, Mattia Villa, Director of MST Holding’s International Unit, shares key insights into how his team works to ensure an exceptional customer experience, the strategies employed to combine automation with personalized service, and the tangible impact of these initiatives on customer satisfaction and loyalty for Costa Cruises.

1. How does the eAlicia quality platform work in this project, and what improvements has it reported?

eAlicia is a fundamental tool in managing and continuously improving our service for Costa Cruises. Through this platform, we collect and analyze quantitative and qualitative data on the customer experience, allowing for a comprehensive evaluation of quality as perceived by customers and as delivered by the service. This platform not only enables the rapid identification of improvement areas but also, thanks to its ability to efficiently process information, facilitates the swift implementation of corrective actions.

Beyond its focus on operational quality, eAlicia seamlessly integrates with other technological solutions such as Genesys Cloud and Microsoft Dynamics 365, enhancing the efficiency of our processes. This combination of technologies has optimized key performance indicators (KPIs), such as reducing response times and significantly increasing customer satisfaction levels, which now exceed 85% in key markets like Spain, Portugal, France, Austria, Switzerland, and Germany.

Thanks to these tools, we have ensured that every customer interaction meets the highest quality standards, transforming direct customer feedback into opportunities for continuous service improvement.

2. How is the workload distributed among agents handling calls, outbound sales, and back-office management?

Agents are organized into specialized teams assigned to front-office and back-office tasks, ensuring an efficient and structured management of different responsibilities. The front-office teams handle direct customer interactions, such as inbound calls and sales, while the back-office team manages more complex support tasks, such as issue resolution and operational administration.

Each team is led by a specialist, whose role is key in ensuring daily objectives are met and maintaining consistency in service quality. Additionally, both front-office and back-office agents participate in an ongoing training program led by trainers and quality specialists, who ensure all employees are consistently up to date on best practices, products, and procedures.

Trainers not only deliver comprehensive initial training that provides agents with a complete understanding of the service but also conduct periodic reinforcement training based on data obtained through tools like eAlicia. This system helps identify improvement areas and design targeted training sessions to enhance both soft skills and technical competencies, ensuring staff can adapt to different roles as needed.

The role of quality specialists is crucial in this process, as they continuously evaluate agent performance, provide detailed feedback, and work alongside trainers to bridge any skill gaps. This comprehensive approach ensures that both front-office and back-office teams maintain high standards of efficiency and quality, contributing to a consistent and satisfying customer experience across all touchpoints.

3. What kind of connectivity exists between front-office and back-office teams?

Front-office teams handle all real-time, direct customer interactions, managing aspects such as customer service, sales, and immediate support. Meanwhile, back-office agents specialize in resolving more complex situations arising from these interactions, such as complaints, administrative adjustments, and internal process management.

Seamless connectivity between both teams is crucial for ensuring a smooth and consistent customer experience. This collaboration is supported by solid and constant communication, facilitated by technological tools that allow for the efficient transfer of information between departments.

Additionally, front-office and back-office teams participate in regular meetings and alignment sessions to ensure that the solutions provided meet customer expectations and adhere to established quality standards. This holistic approach not only prevents discrepancies between areas but also ensures that customers receive accurate and consistent responses at every stage of their journey, enhancing the overall experience and ensuring a high-quality service.

4. How has customer feedback been collected to implement improvements, and what have these improvements consisted of?

We collect customer feedback through three key satisfaction analysis systems. First, we use tools like NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) via post-call surveys. These surveys help us assess customer satisfaction regarding service quality, effectiveness of solutions provided, and clarity of information.

Second, we conduct quality analyses on specific cases, managed on a personalized basis by a dedicated team. This approach allows us to address complex situations more precisely and turn potential issues into positive customer experiences, ensuring that each interaction becomes an opportunity for improvement.

Finally, through the eAlicia platform, we perform an objective and in-depth analysis of customer satisfaction by reviewing call recordings and written communication channels. The insights gained help us identify specific areas for improvement, which are then addressed through training programs designed to enhance the team’s soft skills, ensuring a constant evolution in service quality.

A concrete example of an implemented improvement is the Red Carpet Service for travel agencies, an exclusive post-sales support channel created in response to B2B partners’ needs. Survey results revealed a demand from agencies for direct and priority access to resolve complex inquiries. In response, Costa introduced the Red Carpet channel, which provides priority service to select agencies, connecting them directly with post-sales service managers. This change has significantly increased satisfaction levels and optimized response times.

5. How is task automation combined with agent management in this B2B service for Costa Cruises?

Costa Cruises’ B2B service primarily supports travel agencies with inquiries about general information, booking management, and cross-selling, always with a consultative approach. Automation plays a key role by handling repetitive tasks such as basic booking management and information updates, allowing agents to focus on more complex and personalized interactions.

Although certain tasks are automated to streamline processes and improve efficiency, the true differentiating factor of this service lies in the personalized attention provided by our agents. They expertly advise agencies, tailoring solutions to each client’s specific needs, ensuring a high-quality and personalized experience. This combination of technology and human touch allows us to optimize resources without compromising the customized service that travel agencies expect.

6. What is the role of the Process and Trainer in recruitment and training, and what value do they add?

The Process and Trainer role is crucial for the success of our recruitment and training processes. This position not only manages all operational service procedures but also oversees ongoing agent training. This dual function adds great value by ensuring that training is always up-to-date and fully aligned with the current service needs and market demands.

In a dynamic industry like tourism, where constant changes occur, it is essential that agents stay updated on the latest trends and requirements. The Process and Trainer ensures that training remains practical and relevant, reducing the need for constant alignment meetings and increasing operational agility. This guarantees that the team is always prepared to deliver excellent service.

7. How is real-time communication maintained with Costa Cruises?

Given Costa Cruises’ international operations, it is essential to have a tool that keeps all teams informed in real-time. We use the Confluence platform, which provides continuous updates on itinerary changes, new policies, and procedures. This platform ensures that not only our contact center team but also key Costa teams, such as field sales representatives and internal departments, are kept up to date. Confluence enables fluid and agile communication, reducing reliance on periodic meetings for alignment.

8. What type of initial and reinforcement training is provided to agents and supervisors?

Agents undergo an intensive four-week training program, covering all aspects of Costa Cruises’ services. The first half of the training is conducted directly by Costa Cruises, ensuring agents fully understand the company’s values and expectations. The second half is led by MST Holding trainers, ensuring alignment with client needs.

At the end of the training, feedback is gathered from participants to refine future sessions. This approach ensures that agents are well-prepared from the outset and continuously receive reinforcement training to maintain high service quality.

A Commitment to Quality and Innovation

The partnership between MST Holding and Costa Cruises highlights how technology, continuous training, and a customer-centric approach can make a difference in service excellence. Together, they ensure high-quality service and an experience that exceeds expectations, positioning themselves as leaders in the tourism industry.

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

Technology as a Driver of Change in Banking

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

Artificial Intelligence at the Heart of Financial Customer Experience

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

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

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

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

Omnichannel Strategy as the Foundation of Banking

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

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

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

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

Automation for Greater Banking Efficiency

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

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

Training and Empowerment of Banking Employees

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

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

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

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

Security and Trust: Critical Factors in Modern Banking

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

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

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

The Future of Financial Contact Centers Is Here

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

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

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

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

1. Personalization

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

2. Omnichannel Experience

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

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

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

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

3. Humanizing the Digital Experience

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

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

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

4. Growth of Self-Service Options

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

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

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

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