The real challenge is doing it right and with the right partner

For years, digital transformation in banking was approached as a project. A plan with a beginning and an end. A set of technological milestones that made it possible to modernize systems, optimize processes, and gain efficiency for a reasonable period of time. Today, that logic is behind us.

Modern banking operates in a state of permanent transformation. Regulatory pressure, rising customer expectations, competition from new players, and the need to protect margins force financial institutions to continuously reassess how they operate. In this context, Artificial Intelligence has moved from being a promise to becoming a necessary condition for remaining competitive.

However, adopting AI is not enough. In fact, adopting it without clear criteria can create more problems than solutions. The real difference is no longer who adopts AI first, but who does it better— with a realistic, responsible vision and supported by the right expertise.

From technological fascination to responsible decision-making

In recent years, AI has taken center stage in speeches, presentations, and strategic plans. Predictive models, automation, intelligent assistants, advanced analytics—everything seems essential. But when these ideas are brought into real operational environments, reality proves far more demanding.

AI does not generate value on its own. It does so when applied to real processes, using reliable data, within regulated environments, and in line with the logic of the banking business. Many initiatives fail not because of a lack of technology, but because of a lack of understanding of the context in which they are deployed.

Banking does not need generic solutions or platforms designed for “any industry.” It needs a partner specialized in banking, with proprietary technology and no dependency on third parties—one capable of understanding the operational, regulatory, and commercial complexity of financial institutions and translating AI into tangible, sustainable results.

Regulatory and operational pressure as the real starting point

If there is one thing all financial institutions share today, regardless of size or business model, it is a constant sense of pressure. Regulatory pressure, operational pressure, and pressure to maintain ever-higher service levels with structures that do not always grow at the same pace.

Banking does not operate in a flexible environment. It operates within a supervised, audited, and highly regulated framework, where every process has legal, reputational, and financial implications. And paradoxically, many of these critical processes still rely heavily on manual tasks, human validations, and poorly optimized workflows.

It is in this context that Artificial Intelligence begins to play a key role—but also where many reasonable concerns arise among service buyers. Because not all AI is suitable for banking, and not all automation adds security.

From continuous work with financial institutions, it is clear that the biggest bottlenecks are often not found in core systems, but in back-office operations and cross-functional processes that connect areas, people, and decisions. Power-of-attorney validations that take longer than expected, claims that pile up without clear prioritization, low-quality fraud alerts that overwhelm teams, or mortgage files delayed due to a lack of structured information.

These inefficiencies do not only impact costs. They affect customer perception, team workloads, and operational risk. And this is where one of the greatest fears of financial institutions emerges: applying AI without losing control.

That is why today’s banking service buyers seek more than innovation. They seek certainty. The assurance that solutions comply with regulatory frameworks, integrate with existing systems, and do not create unnecessary dependencies. They look for partners who understand that, in banking, automation cannot be opaque or uncontrollable.

AI applied to the financial environment must be explainable, traceable, and governable. It must allow institutions to understand why a decision is made, how a case is prioritized, or which criteria are applied in a risk analysis. And above all, it must adapt to each institution’s internal policies—not the other way around.

Business Banking Innovation: innovation born from practice

Business Banking Innovation (BBI) emerges precisely from this reality. Not as a conventional technology unit, but as a specialized vertical designed to address the real challenges of modern banking.

BBI has been built on a deep understanding of day-to-day banking operations, shaped by the continuous work of a team with first-hand knowledge of the dynamics, requirements, and challenges financial institutions face today. This vision is led by professionals with prior experience in different roles and responsibilities within banking, enabling the design of solutions aligned with the sector’s reality—not from theory, but from years of accumulated practical experience.

This approach to innovation marks a clear difference. Solutions are not conceived in a technology lab, but from a thorough understanding of processes, bottlenecks, and real business priorities.

Proprietary technology as a strategic advantage

One of BBI’s key differentiators is the use of proprietary technology, developed specifically for the banking environment and without reliance on external vendors. This independence is not a technical detail—it is a strategic advantage.

It enables each solution to be adapted to an institution’s internal policies, integrated smoothly with legacy systems, evolved without technological lock-in, and managed with full control over data and processes. In an environment where technological sovereignty and regulatory compliance are increasingly critical, this adaptability is essential.

BBI does not offer closed products. It delivers configurable, evolving solutions aligned with the reality of each bank.

SwiftBankOps: operational efficiency with banking expertise

Within the BBI ecosystem, SwiftBankOps provides a direct response to one of banking’s biggest challenges: operational overload. For years, many administrative processes have grown in complexity without becoming smarter, consuming resources and diverting focus from core business.

SwiftBankOps enables end-to-end automation of banking processes by integrating technology, business rules, and AI into a single operational layer. The goal is not to replace people, but to free teams so they can focus on higher-value tasks.

The platform covers key processes such as account opening and closure, banking and corporate document control, arrears management, international transfers and trade finance, full probate processes, and mortgage management with a focus on post-signing customer loyalty and associated cross-selling.

All of this is delivered with full traceability, control, and alignment with each institution’s internal policies.

Automating without losing control

The value of SwiftBankOps lies not only in what it does, but in how it does it. Its modular architecture allows each process to be scaled and customized without rigidity.

Advanced OCR digitizes documentation and accurately extracts key information. Configurable business rules define validations, workflows, and exceptions based on internal criteria. Intelligent alerts anticipate incidents and deadlines, enabling proactive management.

The result is a more agile operation, fewer errors, greater control, and a more consistent and predictable customer experience.

BBI Services: AI applied to concrete problems

The evolution of BBI has led to specialized services that address highly specific challenges within the financial sector.

BBI ClaimOptimizer transforms claims management through AI applied to case classification, prioritization, and resolution, reducing claims traffic by up to 80% in a systematic, planned, and transparent way.

BBI FraudShield applies AI to early fraud pattern detection and intelligent alert analysis, strengthening security without compromising customer experience or daily operations.

BBI SmartScore improves information quality in financing processes by structuring and packaging customer data to act as an initial filter for personal loans, leasing, automotive financing, mortgages, and cards.

BBI Bastantia automates power-of-attorney and legal document validation, eliminating one of the major bottlenecks in banking back-office operations.

Choosing the right path for AI adoption

When adopting AI, many institutions face a strategic decision: develop internally, acquire generic solutions, or rely on a specialized partner. Experience shows that the latter is the most efficient option when the partner understands banking and provides proprietary technology.

A banking-specialized partner with proprietary, third-party-independent technology accelerates AI adoption without unnecessary risk, avoids external dependencies, and ensures adaptation to each institution’s regulatory and operational context.

BBI does not sell tools. It takes ownership of processes. It supports institutions from problem identification through daily operations, combining technology, services, and strategic vision.

AI as the invisible infrastructure of future banking

In the medium term, the real transformation AI will bring to banking will not be visible to the end customer. It will not appear as a new feature or a radical change in channels. Instead, it will become an invisible infrastructure, seamlessly integrated into internal processes, supporting daily operations without friction.

Institutions that move in this direction will not necessarily be those that talk the most about AI, but those whose processes work better quietly—resolving claims faster, managing risk more accurately, reducing operational times without losing control, and delivering a consistent customer experience over time.

In this scenario, AI ceases to be a differentiator and becomes a basic requirement. Just as no one today questions the need for robust core systems or strong regulatory controls, tomorrow intelligent, process-driven automation will simply be part of the operational standard.

That is why having a specialized banking partner with proprietary, third-party-independent technology from the outset is not only a short-term competitive advantage. It is a way to ensure that innovation becomes a solid foundation for future growth—without compromising control, quality, or trust.

A clear conclusion

Banking no longer asks whether it should adopt Artificial Intelligence. That decision has already been made. The real difference lies in how—and with whom—that journey is taken. Because AI, when applied without sector knowledge, can become a source of complexity. Applied with banking expertise, it becomes a lever for efficiency, control, and sustainable growth.

BBI represents this approach to innovation: specialization, proprietary technology, and real-world experience. Because in modern banking, innovation is not about experimentation. It is about making the right decisions.

Author: Javier Sáez – BBI Director

The Contact Center Congress 2026 will once again bring together the leading leaders, executives, and experts in the sector at an event that has already established itself as a benchmark within the customer service ecosystem in Spain. In this fifth edition, MST HOLDING will participate once again as a sponsoring company, reaffirming its commitment to innovation, operational excellence, and the development of sustainable, future-oriented customer relationship models.

Organized by the CEX Association and the AEERC Association, the Contact Center Congress celebrates its fifth consecutive year with a conference designed to inspire industry leaders, share best practices, and strengthen the transformation of a key sector for business competitiveness and customer experience.

An established event as a platform for knowledge and transformation

Throughout its five editions, the Contact Center Congress has proven to be much more than an industry gathering. It has become a unique platform for knowledge exchange, where trends, emerging technologies, and strategies converge to drive continuous improvement in customer service models.

The essence of the congress has remained intact since its inception: to create an open and strategic dialogue environment that encourages executives to rethink customer relationships, raise service standards, and anticipate the challenges of an increasingly demanding, digital, and regulated market.

In this context, MST HOLDING’s participation as a sponsor reinforces its positioning as a group committed to the evolution of the sector and to the creation of long-term value through well-founded strategic decisions.

Under the slogan “Caring for our Customers, Caring for our Future,” the event focuses on the importance of building close relationships, practicing genuine active listening, and designing hyper-personalized services capable of meeting the expectations of an increasingly informed and demanding customer.

This approach directly aligns with MST HOLDING’s vision, which understands the customer not merely as a recipient of services, but as the central axis of business strategy and a driver of sustainable growth.

The role of MST HOLDING in the evolution of the Contact Center ecosystem

MST HOLDING’s sponsorship of this fifth edition of the Contact Center Congress responds to a clear conviction: the future of business growth lies in excellent customer relationship management, supported by technology but always guided by a human and strategic vision.

MST HOLDING is committed to business models that integrate innovation, efficiency, and proximity, understanding that digital transformation only makes sense when it improves customer experience and generates a positive impact on organizations.

Active participation in a forum of this nature allows MST HOLDING to contribute to industry debate, share strategic vision, and learn from other key players in an environment designed to promote informed and sustainable decision-making.

A space to rethink the future of customer service

The Contact Center Congress 2026 once again presents itself as a privileged space to reflect on the future of customer service in a context marked by accelerated digitalization, artificial intelligence, and increasing regulatory complexity.

Beyond technological trends, the event emphasizes the responsibility of organizations to build trustworthy, transparent, and long-lasting relationships with their customers. This vision fully aligns with MST HOLDING’s philosophy and its commitment to responsible, long-term-oriented growth.

On February 26, 2026, Madrid will once again become the meeting point for those who understand that caring for the customer means caring for the future of organizations—a future that is built today through strategic decisions, responsible innovation, and a people-centered vision.

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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.

www.mstholding.com

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.

www.mstholding.com

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!

www.mstholding.com

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

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

Anticipating Needs: A New Paradigm in Customer Service

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

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

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

Artificial Intelligence Applied to Customer Knowledge

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

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

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

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

Efficiency, Accuracy, and Continuous Improvement

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

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

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

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

MST Holding’s Role: Innovation with Purpose

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

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

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

Toward More Human and Intelligent Service

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

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

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

One Step Closer to Excellence

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

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

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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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