As part of our ongoing commitment to excellence in customer experience, MST Holding’s International Business Unit (IBU) celebrates the results achieved in the Customer Service for Brother, a strategic collaboration that has evolved exemplarily in recent years. Through an omnichannel approach, a multicultural team, and a results-oriented methodology, we have consolidated a first-class service model that provides technical support to users across Europe.
This joint effort has received international recognition. In 2024, we received the Bronze Award at the European Contact Centre & Customer Service Awards (ECCSA) in the “Most Effective Strategic Transformation” category for this project with Brother. More recently, in 2025, we were honored with the Platinum Customer Experience Award from Contact Center Hub in the category of Best Customer Experience in Professional Services with Brother. This dual recognition reaffirms the transformative impact of the service and drives us to continue striving for excellence, innovation, and continuous improvement.
A Highly Complex and Value-Added European Service
The service we provide for Brother stands out not only for its scope but also for the quality and sophistication of the support model implemented. We are talking about a top-tier technical Help Desk, covering 15 European countries in 11 languages, with a team of over 100 specialized agents. This human and technological deployment allows us to meet the needs of a diverse, demanding, and constantly evolving customer base, always 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 to different contexts and demand peaks that may arise in various European countries.
An Evolution That Makes a Difference: From Continuous Improvement to Transformation
Over the past three years, the service has undergone a profound transformation, not only in operational but also in strategic terms. This change has been key to achieving the excellence recognized by the Platinum Award, which not only distinguishes a good service but also a transformative and exemplary model in professional customer experience on a European scale.
One of the most revealing indicators of this progress is the evolution of the Customer Satisfaction Score (CSAT), both in the telephone channel and in digital channels.
Telephone Channel: Reinforcing Closeness and Effectiveness
The telephone channel remains one of the main contact routes, especially for cases requiring more direct or detailed interaction. In this area, we have managed to increase the CSAT from 75% to 90%, an improvement that reflects both the professionalism of the agents and the effectiveness of the implemented processes.
This progress has been possible thanks to continuous training, the standardization of best practices, and the implementation of real-time quality analysis tools. Our goal has always been to ensure that every call translates into a satisfactory and resolute experience for the user.
Digital Channels: Giving Voice to Brother’s Digital Strategy
One of the most significant evolutions of the service has taken place in the digital environment. The integration of channels such as chat and WhatsApp has allowed the brand to get even closer to its users, aligning with current consumption habits and facilitating more agile and accessible support.
In this regard, the growth of CSAT in these channels has been exponential, rising from 5% to 55% in just three years. This improvement not only reflects channel optimization but also the cultural shift we have driven: transforming the Help Desk into a proactive and digitally oriented tool, capable of generating added value through immediacy. This innovation has undoubtedly been one of the key factors that led us to obtain the highest award in the European and national sectors.
Email Channel: Less Volume, Greater Efficiency
In parallel with the strengthening of digital channels, we have worked to reduce reliance on the email channel, traditionally slower and less interactive. Thanks to an efficiency-focused approach and flow redirection, we have significantly reduced technical requests received via email.
This has been possible thanks to the improvement of the Email Management System (EMS) and proactive awareness campaigns aimed at users, encouraging the use of chat and WhatsApp as priority channels. The result is greater operational efficiency and reduced response times, two key factors in customer satisfaction.
Smart Processes for High-Performance Service
Beyond the channels, another major achievement of the service has been the optimization of internal processes, with special attention to reducing escalations and improving first contact resolution.
Reduction in Escalation Rate: From 8% to 0.5%
One of the metrics that best reflects this evolution is the information escalation rate, which has dropped from 8% to a historic low of 0.5%. This means that 99.5% of inquiries are resolved directly by the first-level team, without needing to be escalated to higher levels.
This milestone has been possible thanks to the implementation of intelligent procedures and the reinforcement of the first-level team, providing them with new tools, documentation, and capabilities that allow them to handle more complex cases without compromising quality or service times.
First Call Resolution (FCR): 90% Success
Another key indicator in terms of efficiency is the First Call Resolution (FCR), which currently stands at 90%. This means that nine out of ten contacts are resolved on the first attempt, which not only reduces operational costs but also directly increases customer satisfaction.
This high rate is the result of a combination of factors: well-trained agents, standardized processes, accessible information systems, and a clear resolution-oriented approach from the first second of interaction.
Commitment to Quality: Monthly Audit and Consulting
To maintain this high level of performance, the service undergoes a monthly external audit process, carried out by Consulting C3, MST Holding’s specialized consulting area. These audits thoroughly analyze key indicators, interaction quality, and compliance with established procedures.
The results obtained in these evaluations leave no doubt: the service has consistently maintained a score above 91% in overall quality, a standard that reflects the maturity of the project and its alignment with the highest levels of demand.
A Success Story That Drives the IBU Model
The Customer Service for Brother is now a benchmark within the International Business Unit’s operating model. Not only for its geographical reach or volume, but for being a living example of how to combine talent, technology, and processes to generate memorable experiences in complex and multilingual environments.
At IBU, we remain committed to continuous innovation, active customer listening, and operational excellence as the core pillars of our activity. And the Platinum Awards obtained in 2025, both at European and national levels, are not just recognitions, but a strong validation of the path we have traveled with Brother: an omnichannel, multicultural, and multilingual service model that has, by its own right, become a reference for excellence across Europe.
