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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The HVAC sector (heating, ventilation, and air conditioning) is undergoing an unprecedented transformation. The growing demand for energy efficiency, advanced technological solutions, and personalized service requires contact centers to adapt their strategies to deliver an exceptional customer experience.

In this context, measuring service performance is crucial to improving operational efficiency and increasing customer satisfaction. MST Holding, with its extensive experience in BPO services for the HVAC sector, positions itself as a strategic partner to optimize these metrics through advanced solutions and a comprehensive approach. Below, we explore the key metrics that define the success of contact centers in this sector and how MST Holding contributes to their optimization.

1. First Contact Resolution (FCR): A Key Factor in Customer Satisfaction

First Contact Resolution (FCR) is one of the most relevant metrics in the HVAC sector, as many customers require immediate technical assistance to resolve installation, configuration, or equipment failure issues.

Consumers expect quick and accurate responses without the need for multiple interactions. In this regard, MST Holding achieves high FCR levels (between 80% and 95%) thanks to:

• Highly trained first- and second-level technical support teams.
• The use of artificial intelligence and a Knowledge Database to guide agents.
• Implementation of tools like RunDesk, which facilitates efficient incident management.
• Coordination with technical services and warranty management to avoid unnecessary technician visits.

These strategies enable most issues to be resolved in the first interaction, improving the customer experience and reducing operational costs.

2. Average Handling Time (AHT): Balancing Efficiency and Accuracy

Average Handling Time (AHT) is another key metric, but in HVAC, its interpretation must be flexible. Technical inquiries tend to be more complex and may require longer handling times.

To optimize this metric without compromising service quality, MST Holding employs:

• Self-service platforms and remote diagnostics that reduce handling times.
• Continuous training to help agents handle technical inquiries efficiently.
• Remote assistance tools and interactive guides to resolve issues without unnecessary travel.
• A 24/7 multilingual service, ensuring availability at all times.

With these solutions, MST Holding strikes a balance between efficiency and accuracy, ensuring that each customer receives the right assistance in the shortest possible time.

3. Customer Satisfaction (CSAT): Measuring Service Quality

Customer Satisfaction (CSAT) is an essential indicator in the HVAC sector, where products require ongoing maintenance and specialized support. Customers’ perception of the support they receive influences their loyalty and the brand’s reputation.

MST Holding ensures high CSAT levels through:

• Real-time satisfaction surveys after each interaction.
• Sentiment analysis using AI to detect customer needs and emotions.
• Personalized service for users, distributors, technicians, and installers.
• Customer retention protocols in cases of unsatisfactory experiences.

Thanks to this approach, MST Holding enables HVAC brands to maintain a strong relationship of trust with their customers and deliver a seamless, frictionless user experience.

4. Net Promoter Score (NPS): Driving Loyalty in a Competitive Market

Net Promoter Score (NPS) measures customer loyalty and their willingness to recommend a brand. In the HVAC sector, where products are long-term investments, customer retention is key to business sustainability.

To enhance NPS, MST Holding implements strategies such as:

• User training programs to improve the post-sales experience.
• Technical and commercial advisory services for distributors and partners.
• Specialized support for VIP clients, ensuring a premium experience.
• Strategic cross-selling and up-selling, offering additional solutions based on customer needs.

These actions not only improve service perception but also strengthen the relationship between the customer and the brand, increasing the recommendation rate.

5. Service Level (SL): Fast and Effective Responses

Service Level (SL) measures how quickly interactions are handled. In the HVAC sector, immediacy is crucial, especially in cases of urgent breakdowns.

To ensure optimal response times, MST Holding provides:

• 24/7 technical support with emergency assistance.
• Efficient coordination of service technicians’ schedules.
• Automated ticket management to reduce waiting times.
• Specialized applications for incident tracking and detailed reporting.

This approach ensures that every customer receives timely assistance, improving their experience and preventing equipment downtime.

6. Employee Net Promoter Score (eNPS): A Motivated Team for Better Service

Employee well-being is essential to delivering high-quality service. Motivated and well-trained agents have a direct impact on the customer experience.

MST Holding prioritizes its team’s well-being through:

• Continuous training programs in customer service and technical assistance.
• Support tools to reduce workload and optimize case management.
• Incentives and recognition to enhance engagement and talent retention.

By investing in its team, MST Holding ensures excellent service, where agents feel supported and motivated to provide the best possible care.

Conclusion: A Comprehensive Approach for Excellence in HVAC Contact Centers

In 2025, managing a Contact Center in the HVAC sector requires a balance between operational efficiency, advanced technology, and a customer-centric approach. Key metrics such as FCR, AHT, CSAT, NPS, and SL are essential to measuring performance and optimizing the user experience.

MST Holding positions itself as a strategic partner for HVAC companies, offering specialized services that ensure top-level technical support, omnichannel assistance, advanced automation, and an unparalleled customer experience. With its expertise, technology, and customer satisfaction-focused approach, MST Holding helps HVAC companies stand out in an increasingly demanding market, providing innovative and personalized solutions that drive loyalty and business growth.

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In 2025, the tourism sector faces a highly competitive environment where personalization and immediacy are essential to meet the growing expectations of travelers. Customer service is no longer just a support function but a key factor in fostering loyalty and differentiation for companies in the industry. In this context, outsourcing contact centers has become an indispensable strategy to optimize customer experience, improve operational efficiency, and ensure real-time, multichannel support.

Outsourcing: A Competitive Advantage for Tourism

Tourism is a seasonal industry, with peaks in demand at specific times of the year. Companies need a flexible structure that allows them to adapt to these fluctuations without incurring high fixed costs. Outsourcing contact centers to a strategic partner like MST Holding facilitates this adaptation, enabling efficient management of varying inquiry volumes without compromising service quality.

MST Holding, with extensive experience in customer service management for the tourism sector, offers solutions designed to optimize every touchpoint with travelers. Its services include end-customer support, assistance for travel agencies, back-office operations, social media customer service, and incident and claims management. Additionally, its 24/7 operational capacity ensures that customers receive assistance anytime and from anywhere.

A Specialized Service for a Demanding Industry

Outsourcing not only reduces operational costs but also provides access to teams specialized in the tourism industry. MST Holding’s agents receive specific training in travel customer service, ensuring high-level interactions for reservations, app and online business support, and lead conversion into sales.

Furthermore, MST Holding drives business growth through telesales, inbound sales, and lead conversion campaigns, allowing companies in the sector to maximize revenue through well-structured commercial strategies.

Omnichannel Service: The Key to a Seamless Customer Experience

Today’s travelers expect to communicate with businesses through multiple channels and receive fast, efficient responses. MST Holding offers an omnichannel solution that integrates phone support, chat, social media, email, and physical sales points, ensuring a smooth and consistent experience across all interactions.

MST Holding’s ability to manage customer service in a unified manner significantly enhances traveler satisfaction, enabling tourism companies to better understand customer preferences and behaviors to deliver more personalized services.

Technology Enhancing the Customer Experience

Digitalization has transformed the way travelers interact with companies. MST Holding incorporates advanced artificial intelligence (AI) tools, chatbots, and data analytics to improve service efficiency and provide quick, accurate responses. Thanks to AI, chatbots can handle common inquiries such as booking information, cancellation policies, and destination recommendations, freeing up human agents to focus on high-value interactions.

Additionally, technology enables quality control services, customer satisfaction surveys, and market research, ensuring continuous improvement in the customer experience.

Multilingual Support: A Key Differentiator in Global Tourism

Tourism is a global industry, and providing support in the traveler’s native language is essential for a seamless experience. MST Holding excels in this area by offering native-speaking agents in over 20 languages, ensuring smooth and personalized communication. With this service, tourism companies can expand their international reach without the need to establish customer service centers in every country, improving accessibility and customer loyalty.

Conclusion: The Future of Customer Service in Tourism

In an industry where excellence in customer service defines success, outsourcing has become a key tool for tourism companies looking to optimize resources, enhance customer experience, and drive growth.

With a strategic partner like MST Holding, businesses in the tourism sector can rely on an expert team that professionally and efficiently manages every traveler interaction. The combination of specialized service, cutting-edge technology, and an omnichannel strategy makes MST Holding the ideal partner to elevate tourism customer service to the next level in 2025 and beyond.

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In the dynamic world of banking and finance, Artificial Intelligence (AI) has become an essential tool for redefining the customer experience in 2025. The rapid digitisation of the sector, combined with the growing demand for personalisation, efficiency and security, has boosted the use of AI as a key enabler for improving the interaction between banks and their customers. From the automation of services to the anticipation of financial needs, AI has emerged as the driving force transforming the way consumers interact with financial institutions.

This article explores how AI is revolutionising the banking and finance sector in 2025, making interactions more agile, personalised and predictive, while optimising operational efficiency and improving the overall customer experience. In this context, MST Holding is leading the implementation of advanced AI solutions through tools such as Run Assist / Knowledge Assistant and RunBot, enabling banks to improve their customer service with automation and natural language processing technologies.

The Banking Contact Centre of 2025: The Evolution Towards Financial Personalisation

In 2025, bank customers expect a completely personalised experience. AI-driven personalisation is no longer an option, but a crucial expectation for consumers in the financial sector. Banks can now offer more individualised attention thanks to real-time collection and analysis of customer data.

AI in banking contact centres allows institutions to offer accurate financial recommendations based on past behaviour and customer trends. It is no longer just a question of knowing who the customer is, but of anticipating their financial needs. Tools such as MST Holding’s Knowledge Base and Run Assist facilitate access to structured information and accelerate the transfer of knowledge between agents and customers, reducing response times and improving the quality of the information provided.

Proactive Transformation with Predictive AI: Prevention of Financial Problems

Predictive AI is transforming the banking sector by enabling institutions to anticipate customer needs before they arise. By analysing large volumes of data, banks can identify patterns and predict behaviour, enabling them to act proactively to offer personalised solutions.

MST Holding, with its focus on data analysis and intelligent automation, helps financial institutions implement predictive AI to optimise customer service and offer solutions before customers have to ask for help. Run Assist / Knowledge Assistant Plus enables banks to anticipate questions and offer relevant information before the customer requests it, improving the user experience and optimising operational efficiency.

AI and Financial Advisers Working Together: A Hybrid Approach to Customer Service

Although AI is playing an essential role in the automation and personalisation of services, human contact is still fundamental in the banking sector, especially when it comes to complex issues or strategic financial advice. By 2025, the banking Contact Centre service model is moving towards a hybrid approach, where AI and financial advisors work together.

MST Holding facilitates the implementation of this approach through technological solutions that integrate AI with human expertise in an efficient manner. Thanks to its process automation platform, advisors can quickly access accurate and relevant information, improving the quality of interactions and enabling faster resolution of complex issues.

Reducing Friction in the Customer Journey: A Seamless Omnichannel Experience

The banking experience of 2025 is characterised by the need for a seamless and frictionless omnichannel interaction. AI in the banking sector enables this continuity, optimising interactions across multiple channels.

MST Holding, with its experience in the development of multichannel platforms, has worked with various sectors, including banking, to create solutions such as RunBot, a virtual agent that enables the efficient management of simple and repetitive queries 24 hours a day. In addition, its solutions enable banks to manage interactions consistently across all channels, ensuring a seamless, high-quality customer experience.

AI to Improve Feedback Management and Customer Loyalty

Thanks to AI, banks can analyse feedback more efficiently and in real time, identifying patterns in customer interactions that may indicate opportunities for improvement or potential risks.

MST Holding’s advanced solutions, which include real-time data analysis and automated feedback tools, enable banks to manage these types of interactions efficiently. In addition, their ability to integrate AI into customer service systems allows banks to adapt their processes and products to changing market needs.

Optimising Operational Processes with AI: Increasing Efficiency in Financial Management

Operational efficiency is fundamental in the banking and financial sector, and AI is playing a crucial role in its improvement.

MST Holding has been a strategic ally for many financial institutions in this regard, providing intelligent platforms that automate and optimise complex operational processes. Thanks to solutions such as Knowledge Base and Run Assist, banks can reduce costs and improve efficiency in their internal operations.

A Future of Intelligent and Secure Financial Experiences

By 2025, AI has transformed the banking sector by offering personalised, predictive and secure experiences. The key to success lies in the ability of financial institutions to integrate AI in an ethical and responsible manner. MST Holding continues to be an example of how to efficiently integrate AI into the financial world, providing solutions that not only improve the customer experience, but also allow banks to stay ahead of the game in this digital age.

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