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.
www.mstholding.com
