The adoption of digital channels represents the immediate future for the Customer Service sector

There are many companies that have a sales strategy in the various digital channels, however, there are few that have a digital strategy based on customer service. We are referring to having a customer service strategy for our users, with “real time” customer service, establishing the parameters for response times, a model in which we as companies can communicate with our customers on our own behalf, send notifications about new developments in our products and services, among a host of possibilities.

The adoption of digital channels represents the immediate future in Customer Service, for greater customer satisfaction.

After the start-up and implementation of customer service models based on a digital strategy, we already have conclusive data in relation to the increase in the customer satisfaction index, as well as the return on investment in these channels. More than a 25% increase in the Satisfaction index and a reduction of around 30% in the costs associated with Customer Services justify a digital strategy.

The irruption of these Channels has meant an additional challenge to the mere fact of the implementation of new communication channels, more than ever our Customer Service Agents assume a key role in an environment in which the human factor and technology allow us to work in a 24/7, omnichannel model and in which we can personalise the “Customer Experience” to the maximum, without any doubts we are coining together a new term; Responsive Contact Centre. From our Digital transformation unit @C3digital, I invite you to take a closer look at our Experience and Solutions in the face of this new challenge.

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What is the most frequently used channel for contacting a company’s customer service?

The most frequently used channel for contacting customer service is by telephone.

According to the latest Customer Observatorium study: the quality of customer service, conducted by Sotto Tempo Advertising and Consulting C3 by MST Holding, 82% of respondents have contacted customer service by telephone in the last year.

The 5th study of the digital observatory brings some very important conclusions. Remember that you can download it fully here.

Some of the most outstanding conclusions offered by the study:

  • “81.5% of the Spanish population considers that customer service influences the company’s image”.
  • “The number of interlocutors, resolution and waiting times are the aspects that companies should improve the most”.
  • “82% have contacted customer service by telephone in the last year”.

These are some of the conclusions you will find in the V Customer Observatorium. Do you want to know them all? Visit their website to download the complete study for free.

We think these topics might be of your interest.

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Top tips for managing unhappy customers in the Contact Centre sector

How do you handle a call with a dissatisfied customer?

In this article we will show you tips on how to deal with dissatisfied customers. To deal with these different types of customers, it is essential to bear in mind that these calls can generally be somewhat tense.

So be on your guard!

1. Empathise with the customer

One of the tips for dealing with dissatisfied customers is to keep in mind that every customer has a different sensitivity and can react in many ways. Therefore, trying to empathise and be clear about their preferences becomes essential.

While we may encounter customers who are visibly angry, we may also encounter customers who feel bewildered and uncertain. Or, customers who are extremely talkative.

All of these are customers who may present some difficulties when it comes to serving them. The key is to think about how they would like to be treated, and put everything else aside.

Being able to detect the customer’s preferences through their words and way of expressing themselves (tone, phrases, sounds…) will help us to communicate in a way that is appropriate and adapted to each customer.

2. Reduce the intensity of the conversation

Understandably, when a client calls us with doubts or is a little nervous, it is very common to unconsciously start to raise the tone of voice. Reducing this intensity seems simple, but it is not. It is a matter of progressively lowering the tone of voice and language.

You will find, in most cases, that clients follow your example and gradually become calmer, and their level of anxiety or stress decreases, positively and directly affecting the agent.

Other very similar techniques with the aim of reducing the stress level of the client is to show that you understand the problem, that you are involved, with phrases such as “I understand why this is difficult for you” or “we will help you to solve this problem”.

3. Redirect the situation

In this type of situation it is quite normal for the customer to present a more tense attitude than usual, so a good strategy is to be able to redirect the situation so as not to create tension in the call.

A good strategy to follow in these cases could be to take a small step back, take a 10 second break to allow the agent to focus, look at their notes and reflect on what happened, what was the customer asking for?

This is especially valuable for Call Centres that follow strict scripts. It would also be very interesting, as far as possible, if the Call Centre itself had some method of monitoring by expert advisors where they could offer quick help in these cases.

4. Rethink the situation in a positive way

We should try to reframe the situation in front of us in a positive way. “I can’t do that” or “there is nothing I can do” are examples of phrases that an agent should avoid saying to customers, whatever the situation.

Addressing a customer’s call in a negative way to their doubts or questions will make them believe that they are not talking to the right agent and ask to escalate the call to higher technicians.

In any case, what the agent can tell customers is that they will do what they can and if that is insufficient, they will pass the call on to more senior engineers who can do this for them.

For this to happen, it is true that the Call Centre must allow some flexibility in the answers that an agent can give so that the conversation flows much better.

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eAlicia launches new website to present its new products and services

eAlicia, the cloud platform for managing and measuring quality and customer satisfaction is launching a new website. The main objective of this release is to efficiently showcase the four services offered by the platform. We have been in the market for more than 11 years and we believe that modernising our image is essential to continue improving the customer experience of all our clients.

eAlicia services

On the eAlicia website you will find our four services:

In eAlicia Surveys you can get the opinions of whoever you want through any type of channel: email, calls, sms, social networks. With this service you can create from simple surveys to complex surveys according to the needs of your questions. In addition, you can customise it to your liking.

On the other hand, we have eAlicia Evaluations, our flagship product. With this service you can measure the internal quality of your service. You can find out how your employees are performing and how you can act on them. This is linked to our third service: eAlicia eLearning. When you identify where your employees are failing, you can take action by running training courses to refresh concepts or teach techniques that are not being performed properly through our eLearning platform.

Lastly, we find the eAlicia Customer Experience, with this service we can carry out product campaigns, find out the positioning of our brand, measure the NPS, the CSAT and many other possibilities.

What’s more, our eAlicia World Map Data platform allows you to view your company’s data worldwide. In other words, you can see at a glance how all your establishments in the world, country or city are performing.

For more information about our services, please do not hesitate to contact us via our contact form, we will be happy to answer any questions you may have.

You may also be interested in other functions that eAlicia allows you to do such as measuring the satisfaction of your customers or the quality of your services.

Do you provide eLearning training in your company?

To celebrate the International Day of Education, we show you in 6 steps how to set up an eLearning system.

January 24th is International Education Day. Therefore, we want to help you to implement an eLearning training system to train your employees with our Cloud platform. In 6 steps you will be teaching your employees.

All changes need special attention. If you want to implement an eLearning system to train your Call Centre employees, you will have to introduce the changes following a few steps to ensure the success of the project. eAlicia have their own eLearning system and we can help you to set up your own.

Traditionally, classroom training has been considered the most effective. However, companies are incorporating training alternatives that allow them to be constantly retrained. They need to simplify the logistics of delivering training to different cities and countries, with different needs and levels of knowledge.

A feasible solution is to implement an e-learning system and combine it with face-to-face training. However, it can be difficult to introduce a new training system without a good introduction and proper management of the change.

It is essential to have a platform where you can upload your courses and your employees can access them from anywhere to take the exams or study the syllabus. At eAlicia we provide you with this platform where you can benefit from the many advantages it offers. Control the evaluation of your employees in real time, compare data and draw your own conclusions.

In order to implement an eLearning training system, we recommend you to take into account these 6 aspects:

1. Identify internal promoters.

There will probably be employees in your company who love new technologies. First of all, look for those who have used an e-learning system before, who are eager to add value or who are always motivated.

2. Involvement in the project.

Secondly, offer and motivate them to participate in the e-learning development and implementation project. You can involve them at different stages of the project. Some can be involved in the definition of the project, others in the choice of suppliers and the last ones in the planning of the communication. They can also be involved in the pilot tests.

3. Functionalities of internal promoters.

  • Convey an attitude of constant learning and openness.
  • Proactively intervene in part or all of the project. This involves attending meetings, preparing and developing ideas. But all of them should be eager to collaborate in promoting and talking about the project when the time comes.
  • Be aware of the different groups of influence in the company. Identify other potential internal promoters of the project and potential detractors.
  • Collaborate in the pilot tests for the implementation of e-learning, providing feedback on aspects to be improved and proposals for solutions.
  • Actively participate in the communication process, training of other colleagues and expansion of the project to other areas, companies or countries.

4.Project development.

Internal project promoters love to be involved in the genesis of projects. Being able to define the objectives, scope, resources needed, distribution of tasks and deadlines will help them to know what they are participating in and what their objective is.

5. Communication and implementation.

Once the project has been tested with the group of volunteers and promoters, the communication part becomes one of the most important. It can include both formal and informal actions. I.e. sending an email informing about the project and the people involved in the pilot can be a sign of recognition.

Talking informally over lunch about the virtues and advantages of the project can help to change the perspective of other colleagues. Training or mentoring actions for other colleagues can be included. They can also participate in collecting feedback and improvements. Moreover, they can lead small discussion groups to apply the e-learning project to other areas of the company.

6. Evaluation and improvement.

Finally, monitoring the project is very important to ensure that it continues to progress and does not stagnate. The updating of content, the participation of the entire community of students or workers, and the measurement of results are the pillars of a successful e-learning project.

It is essential to have a platform where you can upload the courses and where your employees can access them from anywhere to take the exams or study the syllabus. At eAlicia we provide it and you will be able to enjoy the many advantages of this tool. Control the evaluation of your employees in real time, compare data and draw your own conclusions.

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Omni-channel: Are we still a long way off?

The digital transformation process has been accelerated globally by the pandemic

On Friday 15th January, the 3rd edition of the Trends Book AEERC (Spanish Association of Customer Relationship Experts) was published. Here is the article by the Business Unit Director, Jessica Barceló.

According to International Data Corporation (IDC), a global provider of market intelligence, 40% of European GDP will be digitised by 2021, as the confinement of the pandemic in much of the world has accelerated digitisation by six years.

The growth of e-commerce, the massive use of mobile technology, the expansion of social networks, the demand for transparency, smarter and more informed consumers and the continuous paradigm shifts we live in, lead companies to face the search and implementation of an effective method of communication and engagement with their customers.

Many companies today still invest solely in a multi-channel experience. Almost all of them have a website, run social media and a blog, and use each of these platforms independently to engage and interact with customers. However, in most cases, the customer does not perceive an integrated experience, as they do not receive the same message in each of these channels, which leads to dissatisfaction and even loss.

“Knowing how to differentiate between trying to satisfy every customer at every possible touch point, versus designing an exceptional omni-channel experience for the majority of customers…”

On the contrary, in an omnichannel strategy model, where the customer’s behaviour on each platform and device used to interact with the company (Customer Journey) is analysed, the necessary information is available to offer an integrated experience with 0 friction.

Companies that apply this strategy have a single, customer-centric objective. They design their messages to be delivered uniformly, across the different channels and devices available to them, reducing costs and improving the customer experience.

But beware, it is important to discern between trying to satisfy all customers at every possible touchpoint, versus designing an exceptional omni-channel experience for the majority of customers and on the channels that matter most to them.

An omni-channel effort aimed at better interaction models, according to McKinsey (2020), dramatically increases the degree to which customers can use self-service options.

In other applications, omni-channel strategies reduce agent talk time by alerting agents at the beginning of the call to the customer’s intentions after analysing previous interactions through other channels, thereby presenting a unique and personalised experience.

“…omni-channel strategies are still a big challenge for most companies…”.

Despite technological advances, it is true that omni-channel strategies are still a major challenge for most companies, which also do not find in the GDPR an ally in the use of consumer data.

The very DNA of the companies that make up the MST Holding works under an omnichannel model, integrating solutions ranging from CX Consulting (through Consulting C3), BPO services and innovation and Digital transformation solutions.

MST’s commitment to providing quality service from the outset, by creating, the most complete SaaS platform for the global and integral management of the customer experience, in a 360º model, is one of the clear references of its focus on the customer experience.

Digital Transformation: Exploring the Future of Business

The digital transformation of companies during the pandemic has been a great step

Throughout this bizarre year, many businesses have made the decision to implement their digital transformation or technological innovation plan to maintain their relationship with their customers in less than 6 months.

From C3 Digital we support businesses to rethink and reactivate their digital transformation and innovation plan to face the complexities that may appear in 2021.

According to the Ministry of Economic Affairs and Digital Transformation, artificial intelligence acts as a catalyst for research and innovation for public administration, companies, social agents; making generation, storage and Big data an economic sector in itself in the new digital and technological development scene. This is having a strong transformative impact in multiple sectors of activity: environment, energy, logistics, industry, transport, mobility and logistics; among others.

Companies that work with artificial intelligence have seen accelerated both the development and use in their businesses. For this reason, it is understood that there is greater accessibility to the computing power, the frames and the algorithms necessary to apply it.

With everything we have learned from business this year, the growth of AI ensures customer knowledge, efficiency, and saves of the operational costs. The pandemic has also forced businesses to keep a close eye on their budgets. Some have resorted to RPA (Robotic Process Automation) and IPA (Intelligent Process Automation) to perform tasks in order to release employees to do other, more complex things.

Digital transformation, RPA

This has been a great focus of RPAs as we move towards higher levels of intelligent automation that links traditional robots used for process automation with intelligent processes powered by the cloud, Machine Learning and AI. Little by little the IOT (Internet of things) is gaining prevalence in business and we starting to see a confluence between IOT and AI. Now you can monitor, interact with the devices and store data with automatic processes.

We have been waiting for the benefits of 5G for years, but it wasn’t until remote working, video conferencing, and digital collaboration became central parts of our lives that it became a real benefit.

Another important input is customer data platforms (CDP). These help to collect data from all available sources, organize it, tag it and make it usable for anyone who needs to access it. Several technology companies are creating powerful CDPs to solve the challenge of obtaining the coveted 360 customer view.

Undoubtedly AI & Big data will continue to be a key trend in 2021. And more so when it comes to choose technologies to rethink business strategies and priorities. The pandemic has become businesses into being extremely analytical, predicting information in less than 3 months, learning from systems autonomously, and streamlining internal processes.

From C3 Digital we support companies to rethink and reactivate their digital transformation and innovation plan to face the complexities that may appear in 2021.

Differences between multichannel and onmichannel

Do you really know the differences between multichannel and omnichannel? What communication strategy with the client would be the most convenient?

Rosa Cabanillas, Senior Consultant at C3, will discuss in the following article a clarifying topic about two terms that we hear frequently: multichannel and omnichannel.

Through our training, we hope to establish their differences. You may also find another interesting article on training: Has the end of face-to-face training come?

On the one hand, both words are based on similar concepts. Whereas in a literal multichannel translation it would be, “Multi” comes from the Latin multus (much, abundant); “Omni”, from omnis (all, all kinds of). “Omnichannel” refers, therefore, to the internal and interconnected use of all channels. On the other hand, the real difference between both concepts does not lie in the number of channels, but in the management strategy used to use the channels in relationships between clients and companies. And, therefore, the words chosen provide to mere differentiations in details.

Differences between multichannel and omnichannel

If we wanted to summarize it quickly, we could say that omnichannel is a management strategy in which all the channels between which the company and its client interact (possible or current) are presented to the client in a homogeneous and seamless way. That is, without differences in treatment or results between one or the other, and they are managed in a global and unified way, with a far vision removed from the classic treatment. While multi-channelling remains more on a technological level: the capability to include several channels (no matter the number, they can be two, three, or they can be all existing) in the relationship and interaction with the customer. In this case, we are talking about training and enabling these channels, but we are not talking about any type of strategy related to them.

We can also consider the separate definitions of both terms.


It deals with all the management and customer relationship tools that allow interaction with customers through incoming or outgoing contacts through any of the communication channels established by the company with customers. It offers a variety of channels and they can use one channel in a single interaction. If they change the channel, the context and the story are lost.

These tools began to gain strength at the beginning of 2000 to incorporate the voice, email, fax and SMS management. Over the years, all those communication channels that customers use in their daily communications between friends and family have been incorporated. The goal is to be closer and to empathize better. Today, we can establish multichannel communications with voice, email, fax, sms, chat, web, mobile apps, video calls, shared browsing, social networks, WhatsApp… In addition, more channels will be added over time.


It is a term used to refer to a client management strategy. It Offers a choice of channels, and customers can use more than one in multiple interactions, preserving the history and context of the original inquiry at the same time. Relevant information follows the customer through channels and interactions.

This strategy addresses the entire life cycle of the customer’s relationship with the supplier company. A coherent, consistent and seamless communication and interaction is established through the different channels that the client wants to use to interact with the company. Mainly in physical stores (Retail), Internet, Mobile or the Contact Center. In order to achieve this omnichannel customer management, it is necessary to coordinate all the areas that interact, directly or indirectly with the customer.

Among the most used examples to illustrate the concept of omnichannel are usually innovations in the field of retail, where a customer, regardless of the channel used, receives a unified treatment. That customer who buys a product online, picks it up in a physical store, but later discovers that he needs a different size. Thanks to its mobile application, you can determine in which store near you have that size, go to it and make the change. During the whole process there have been no obstacles or different information.

We add the Multimodal term

It offers a variety of channels. Customers can use more than one in the same interaction. For example: an agent can send an email or SMS to a customer while talking on the phone.

Definitely, the most difference between multichannel and omnichannel is that while the first rarely allows us to jump between channels, in omnichannel the channel is transparent.

At the business level, omnichannel service is one that allows the use of different channels, both sequentially or simultaneously. Besides, they are fully integrated with the attention process and are aimed at ensuring a satisfactory customer experience.

It is almost obvious that to achieve the second, that is to offer omnichannel customer service, you have to go through the first, and, however, problems arise when an appropriate strategy is not implemented after the acquisition of the technology. Technology partners have great products that they integrate a large number of communication channels, allowing to join the information from all of them to be combined in an appropriate way. There are still a large number of companies that do not take advantage of these capabilities once acquired. Until the Business department includes the monitoring and improvement of the customer experience in the service processes within its strategy, it will not begin to take advantage of omnichannel technology.

One of the most common mistakes when implementing an omnichannel strategy is to confuse the need to attack all service processes from all available channels.

Successful omnichannel experience

Finally, and going back to the service processes in general, it is important to define the factors that define a successful omnichannel strategy:

  1. Customers have used the different channels according to the degree of penetration of the use.
  2. Customers have been able to put a process on hold on one channel and continue it without repeating the previous story from another channel.
  3. Customer satisfaction levels regarding the service received are clearly positive.


Multichannel and Omnichannel Conclusions

It is interesting to see how those companies that have focused on omnichannel service processes also have simultaneously focused on managing customer knowledge and their experience with the company. Definitely, everything is a part of the same journey, which is none other than incorporating customer management and knowledge as part of the core of the company.

Above all, we hope to have clarified the difference between the referred terms multichannel and omnichannel.

Decalogue for your customer service

We introduce you the decalogue for your customer service from MST Holding. Times are coming when commercial activity increases and many customers call customer service to resolve incidents, buy products or answer their questions.

For this reason, we want to ask you some questions that you can share with Alberto Exposito who will help you for free until December 31st.

Decalogue for your customer service

  • Do I have my equipment sized correctly?
  • Is my service really efficient?
  • Do I know how to manage my equipment remotely without affecting service?
  • Am I getting the most benefit of my tools and CRM?
  • Do I have the best professionals for my activity?
  • How does it affect and deal with my periods of seasonality? Am I really flexible?
  • Do I know how I could reduce my number of inbounds?
  • Do I know how omnichannel and digitization can impact my business?
  • Am I measuring what happens in my service and how my clients perceive it?
  • How does my customer service affect the business numerically?

If you have them all resolved; you should ask yourself: how is your humility going?

Otherwise: Would you let me advise you for free?

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87% of consumers would change brands as a result of a bad experience

Why do consumers change brands?

87% of consumers would change brands as a result of a bad experience. A study carried out by eAlicia among all its subscribers, clients and workers. Some conclusions that we have known thanks to the eAlicia survey service.

You may also be interested in other functions that eAlicia allows you to do, such as measuring the satisfaction of your customers or the quality of your services.

The dependent survey (refers to the questions that appear according to the answers you are doing) consisted of the following questions: Have you had a bad experience with the service they have offered you when buying a product? If they answered “Yes”, the question asked was: Would you change the brand for a similar competitor product? If they had answered “No” to the question about a bad experience, they were asked: “Would you change product if this brand increase the price of its product?”

To finish the survey, we asked them: With what brand, company have you had your bad / good experience Respondents could respond with a simple name but could also explain what had happened to them.With only three questions we have been able to obtain very significant information.

Why do consumers change brands?

“I would only change brands if I couldn’t afford it”

In the optional comments, we have come across interesting observations: “I would only change the brand if I couldn’t afford it.” For example, we know that the Apple brand is one of the most expensive on the market when we are talking about mobile telephony. There are phones with better features at much cheaper prices. What is the difference? A story that began years ago with customer loyalty through personalized service.

“I received a package in a poor condition and it took 2 days to start the refund procedures”

Another comment is about a girl who had a bad experience buying an online product. The consumer, who placed an order on «Wish», an online shopping portal, told us in the survey the following: «I received a package in a poor condition and it took 2 days to start the refund procedures. Next time I pay a little more and I make sure that I can follow my product at all times and can return it instantly if it is necessary.

After seeing two particular cases we are going with the generic data of the study.

87% of consumers would change brands as a result of a bad experience. On the other hand, all those who had answered that they had not had a bad experience, 72% would change their brand if it increased the price.

Another relevant information that we do not have mentioned in this report and that has been interesting to us has been the percentage of distribution portals that appeared in the answers to the third question. 90% were online distributors such as Amazon, ASOS, Zalando…

Do you want to know us more? Request a free demo now. We will teach you how to do dependent surveys with eAlicia.

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