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 \u2014 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.<\/p>\n\n\n\n
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 \u201cMost Effective Strategic Transformation\u201d for our work with Brother. More recently, in 2025, we received the Platinum Customer Experience Award<\/strong> from Contact Center Hub<\/em> in the category of Best Customer Experience in Professional Services<\/strong>, 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.<\/p>\n\n\n\n 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<\/strong> in 11 languages<\/strong>, operated by a team of over 100 specialized agents<\/strong>. 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\u2019s brand values.<\/p>\n\n\n\n At MST Holding, we have designed this service with a modular and scalable structure<\/strong>, ensuring operational agility and adaptability in the face of different contexts and demand peaks across Europe.<\/p>\n\n\n\n Over the last three years, the service has undergone a profound transformation<\/strong>, 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 \u2014 which celebrates not just a good service, but a transformative and exemplary customer experience model<\/strong> at a European scale.<\/p>\n\n\n\n One of the clearest indicators of this progress is the improvement in the Customer Satisfaction Score (CSAT)<\/strong> across both voice and digital channels.<\/p>\n\n\n\n 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%<\/strong>, a leap that reflects both the professionalism of our agents and the efficiency of our processes.<\/p>\n\n\n\n This improvement has been made possible through continuous training<\/strong>, standardization of best practices<\/strong>, and the implementation of real-time quality analysis tools<\/strong>. Our goal has always been to ensure that every call results in a satisfying, effective experience.<\/p>\n\n\n\n One of the most significant evolutions has taken place in the digital environment<\/strong>. The integration of channels such as chat and WhatsApp<\/strong> has brought the brand even closer to its users, aligning with current communication habits and enabling faster, more accessible support.<\/p>\n\n\n\n In this area, CSAT has experienced exponential growth \u2014 rising from 5% to 55%<\/strong> in just three years. This improvement not only highlights the channel\u2019s optimization, but also reflects the cultural shift we have promoted: turning the Help Desk into a proactive, digitally-driven tool<\/strong> capable of delivering added value with immediacy. This innovation has undoubtedly been a key factor in receiving the sector\u2019s most prestigious national and European awards.<\/p>\n\n\n\n Alongside the growth of digital channels, we\u2019ve worked to reduce dependency on email<\/strong>, traditionally a slower and less interactive option. Through a strategy focused on efficiency and redirecting communication flows<\/strong>, we have significantly lowered the number of technical inquiries received via email.<\/p>\n\n\n\n This was achieved through improvements in the Email Management System (EMS)<\/strong> and proactive awareness campaigns targeting users to encourage the use of chat and WhatsApp<\/strong> as primary contact channels. The result: greater operational efficiency and shorter response times \u2014 two critical factors in enhancing customer satisfaction.<\/p>\n\n\n\n Beyond the channels themselves, one of the most important achievements has been the optimization of internal processes<\/strong>, with a particular focus on reducing escalations and increasing first-contact resolution.<\/p>\n\n\n\n One of the most telling metrics is the drop in the information escalation rate<\/strong>, which fell from 8% to a historic low of 0.5%<\/strong>. This means that 99.5% of inquiries<\/strong> are resolved by the first-level support team<\/strong>, without needing to escalate to higher tiers.<\/p>\n\n\n\n This milestone was made possible by implementing intelligent procedures<\/strong> and strengthening the first-level team \u2014 equipping them with new tools, documentation, and capabilities that enable them to handle more complex cases without compromising quality or response time.<\/p>\n\n\n\n Another key performance indicator is the First Call Resolution (FCR)<\/strong> rate, which now stands at 90%<\/strong>. That means nine out of ten issues are resolved during the first interaction<\/strong>, reducing operational costs while directly boosting customer satisfaction.<\/p>\n\n\n\nA High-Complexity, High-Value European Service<\/h3>\n\n\n\n
A Meaningful Evolution: From Continuous Improvement to Transformation<\/h3>\n\n\n\n
Voice Channel: Reinforcing Proximity and Effectiveness<\/h3>\n\n\n\n
Digital Channels: Giving Voice to Brother\u2019s Digital Strategy<\/h3>\n\n\n\n
Email Channel: Lower Volume, Higher Efficiency<\/h3>\n\n\n\n
Smart Processes for High-Performance Support<\/h3>\n\n\n\n
Escalation Rate Reduction: From 8% to 0.5%<\/h4>\n\n\n\n
First Call Resolution (FCR): 90% Success Rate<\/h4>\n\n\n\n