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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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.

Do you want to set up your own eLearning system?

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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 eAlicia.com, 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?

Do you want to know us more? Contact us for free and without obligation at alberto.exposito@mstholding.com

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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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The influence of Artificial Intelligence in electoral surveys

From C3 Digital we review practical cases that can inspire us to optimize our business models in the use of technology. In fact, we have been interested in reviewing the models used in the pre-election forecasts in the United States. We have evaluated two, the first is ‘The Economist’ (which combines surveys with advanced AI analytics). The second, the City University of New York (social listening, big data with AI).

According to The Economist (2020), pre-election forecasts indicated that Joe Biden will probably defeat Donald Trump in the elections. As in most predictions that are used, past patterns of voter behaviour are applied to new circumstances. For example, if you answer the question, “How often have previous candidates won similar positions?” If those historical relationships break down, the prediction will fail. But one of the paradoxes presented by Trump’s unprecedented presidency is that voters have mostly treated him as they would be any other Republican. This quantitative model is updated every day and combines state and national surveys with economic indicators to predict a variety of outcomes.

Precisely this model overestimated Biden ahead in so many states around the country that it was hard to imagine him losing positions in all of them. As the counting indicates, Biden has more than 305 votes, which is a 95% confidence interval. A level too high of certainty for the prediction. The following graph shows how The Economist failed in the pre-election surveys, underestimating the Republican vote.

University of the City of New York

On the other hand, the University of New York City used an artificial intelligence model in the Democratic candidate Joe Biden would be the winner over the Republican candidate Donald Trump in the US presidential elections. This prediction model was based on machine learning patterns trying to predict the future by extrapolating data from the past, combining big data technology with the ‘social listening and social understanding’ of more than one billion opinions on social networks. According to the experts of this university they affirm that, the investigation had already begun in the previous elections of 2016; and ending with the predictions for the 2020 US elections.

Taking into account that there is a lot of activity that occurs in each election, the researchers use this information to train their machine learning model by training a neural network using AI to predict the opinion of each user on the social media platform. The statistical analysis based on more than 800 million tweets in total gives weight to the results, thus making an approximation to the prediction.

However, the university researchers reveal that the method has certain limitations, because it is not yet fully ready to predict and call elections in an accurately way. Given that, one is the sampling bias that takes 20 million people across the United States, as long as they are the people who actually use Twitter.

Influence Artificial Intelligence in surveys

When only raw data is taken directly from social listening & social understanding tools’ without doing any of the weights or scales, Joe Biden has a huge advantage to win by high volume. However, in cases where there is a large voter turnout of people living in rural areas, Twitter penetration is very low. Another bias would be that you cannot predict how many people will vote. Therefore, controlling these two variables is important for the AI ​​tool to predict accurately. Therefore, the solution is to try to calibrate the current model, based on the previous choice, and including this choice.

The reflection of both models starts from the fact that the global context must be taken into account. These elections have been celebrated in the middle of a pandemic and a volatile economy; as well as the identification of variables that can help us improve the AI ​​training pattern to obtain optimal results.

C3 Digital has solutions and practical cases of machine learning, social listening & social understanding that can transform your business.

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Awards for the third quarter of the year

Last Friday, October 23rd, the quality awards for the third quarter of the year were presented

For the first time in history since the quality awards were given, the four sites of the Company in Spain have been awarded by one of the representatives of the services. Valencia, Zaragoza, Madrid and Barcelona have achieved to win the award for some of the workers.

Also, for the first time in history, the quality awards were delivered in an electronically way. We want to thank all attendees for taking the time to connect and virtually collect their prize.

The Office Manager, Raul Barrera, and the Quality Process Analyst, José Ramón Quesada, presented the quality awards for the third quarter of the year. The winners were awarded diplomas and gift vouchers for “Corte Inglés”. If you could not see the winners of the awards ceremony for the 1st and 2nd quarter of the year, you can see them here.

Moreover, this time we congratulate the following agents: Jacobus Van Yperen, Jorge Cañamero, Mª Ángeles Ballester, María Herrero, Paloma Colomer, Cesar Forner, Shabi Abdullah, Sonia Alfonso and Tania García. Congratulations to all!

Each quarter, nine awards are awarded, three for each service group (Call Center, Banking and Help Desk). Thus, all agents have the same opportunities to access them, regardless of their work group.

To prepare the list of quarterly awards, is taking into account the agent’s permanence during all the quarter in the top 10 positions in the quality ranking. As well as his average score obtained. With this assessment, the perseverance and dedication in the day-to-day work of each agent is being prioritized and specially rewarded. The purpose of these awards is to recognize and reward the efforts of people who, with the quality of their work, contribute to the success and growth of MST Holding.

Don’t stop trying! You can always be one of the winners.

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Communication Skills for Help-Desk Agents

In this course you will learn how to develop those communication skills that are essential for excellent technical support.

The course of Communicative Skills for Help-Desk Agents is directed to all those departments of Helpdesk, Hotline of Computer science Support, Departments of Internal Technical Support, and in general all personnel of the company that has like main function the one to give a technical support as much to the external client as to the internal client.

The training will be done in-company/online (in the eAlicia University platform) using dynamic practices and seeking the participation of all attendees. The training dynamic is based on a previous study in which those areas that require greater reinforcement are analyzed. The previous analysis allows us to use in the training action real cases of the client company.


  • Provide solutions to the agents in charge of technical support to adapt their language to the interlocutor.
  • Establish an action protocol for technical support calls.
  • Offer technical agents to properly manage their work in stressful environments.
  • Provide strategies to manage the time available to agents, optimizing the response to the customer.
  • Offer technical agents to manage conflicting calls.

Do you want to know what the agenda is? Check it out on our website.

Are you interested in this course? contact us by email at marketing@consultingc3.com

Interesting facts

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