As part of our ongoing commitment to customer experience excellence, the International Business Unit (IBU) at MST Holding is proud to celebrate the outstanding results achieved in the Customer Service project for Brother — a strategic collaboration that has evolved remarkably over the last few years. Through an omnichannel approach, a multicultural team, and a results-oriented methodology, we have built a first-class support model that delivers technical assistance to users across Europe.
This joint effort has received international recognition. In 2024, we were awarded the Bronze Award at the European Contact Centre & Customer Service Awards (ECCCSA) in the category of “Most Effective Strategic Transformation” for our work with Brother. More recently, in 2025, we received the Platinum Customer Experience Award from Contact Center Hub in the category of Best Customer Experience in Professional Services, again for our service to Brother. This double recognition reaffirms the transformative impact of our model and fuels our commitment to excellence, innovation, and continuous improvement.
A High-Complexity, High-Value European Service
The Brother service stands out not only for its scope, but for the quality and sophistication of the support model implemented. It is a top-tier technical Help Desk, providing coverage to 15 European countries in 11 languages, operated by a team of over 100 specialized agents. This human and technological deployment enables us to respond to the needs of a diverse, demanding, and constantly evolving customer base, ensuring personalized, effective service aligned with Brother’s brand values.
At MST Holding, we have designed this service with a modular and scalable structure, ensuring operational agility and adaptability in the face of different contexts and demand peaks across Europe.
A Meaningful Evolution: From Continuous Improvement to Transformation
Over the last three years, the service has undergone a profound transformation, not only at the operational level, but also strategically. This change has been crucial in achieving the level of excellence recognized by the Platinum Award — which celebrates not just a good service, but a transformative and exemplary customer experience model at a European scale.
One of the clearest indicators of this progress is the improvement in the Customer Satisfaction Score (CSAT) across both voice and digital channels.
Voice Channel: Reinforcing Proximity and Effectiveness
The telephone remains one of the main contact channels, especially for cases requiring more detailed or personal interaction. In this area, we have successfully increased CSAT from 75% to 90%, a leap that reflects both the professionalism of our agents and the efficiency of our processes.
This improvement has been made possible through continuous training, standardization of best practices, and the implementation of real-time quality analysis tools. Our goal has always been to ensure that every call results in a satisfying, effective experience.
Digital Channels: Giving Voice to Brother’s Digital Strategy
One of the most significant evolutions has taken place in the digital environment. The integration of channels such as chat and WhatsApp has brought the brand even closer to its users, aligning with current communication habits and enabling faster, more accessible support.
In this area, CSAT has experienced exponential growth — rising from 5% to 55% in just three years. This improvement not only highlights the channel’s optimization, but also reflects the cultural shift we have promoted: turning the Help Desk into a proactive, digitally-driven tool capable of delivering added value with immediacy. This innovation has undoubtedly been a key factor in receiving the sector’s most prestigious national and European awards.
Email Channel: Lower Volume, Higher Efficiency
Alongside the growth of digital channels, we’ve worked to reduce dependency on email, traditionally a slower and less interactive option. Through a strategy focused on efficiency and redirecting communication flows, we have significantly lowered the number of technical inquiries received via email.
This was achieved through improvements in the Email Management System (EMS) and proactive awareness campaigns targeting users to encourage the use of chat and WhatsApp as primary contact channels. The result: greater operational efficiency and shorter response times — two critical factors in enhancing customer satisfaction.
Smart Processes for High-Performance Support
Beyond the channels themselves, one of the most important achievements has been the optimization of internal processes, with a particular focus on reducing escalations and increasing first-contact resolution.
Escalation Rate Reduction: From 8% to 0.5%
One of the most telling metrics is the drop in the information escalation rate, which fell from 8% to a historic low of 0.5%. This means that 99.5% of inquiries are resolved by the first-level support team, without needing to escalate to higher tiers.
This milestone was made possible by implementing intelligent procedures and strengthening the first-level team — equipping them with new tools, documentation, and capabilities that enable them to handle more complex cases without compromising quality or response time.
First Call Resolution (FCR): 90% Success Rate
Another key performance indicator is the First Call Resolution (FCR) rate, which now stands at 90%. That means nine out of ten issues are resolved during the first interaction, reducing operational costs while directly boosting customer satisfaction.
This success is the result of a combination of factors: well-trained agents, standardized processes, accessible information systems, and a clear orientation towards resolution from the very first moment.
Commitment to Quality: Monthly Audit and Consulting
To maintain this high level of performance, the service undergoes monthly external audits carried out by Consulting C3, MST Holding’s specialized consulting division. These audits deeply analyze key indicators, interaction quality, and adherence to established procedures.
The results leave no doubt: the service has consistently scored above 91% in overall quality, a standard that reflects the project’s maturity and its alignment with the highest industry demands.
A Success Story Driving the IBU Model
The Brother Customer Service project is now a benchmark within the International Business Unit’s operational model — not only for its geographical scope or volume, but as a living example of how talent, technology, and process excellence can combine to create memorable experiences in complex, multilingual environments.
At IBU, we remain firmly committed to continuous innovation, active customer listening, and operational excellence as the core of everything we do. The Platinum Awards we received in 2025 — both at the European and national levels — are not just accolades. They are powerful validation of the journey we’ve taken with Brother: a multichannel, multicultural, and multilingual support model that has rightfully become a European benchmark for customer experience excellence.