The Customer Experience: fashion or obligation?

The Customer Experience: fashion or obligation Today we want to highlight the innate potential that we have in organizations to serve our clients in an exceptional way: the innate Customer Experience

Some experts already point out that, in order to improve the customer experience, it is not only necessary to reduce the distance between the client’s expectations and what he actually receives, but his emotion must be managed. To this end, sophisticated systems for capturing these signals (changes in the skin, micro facial expressions …) are being investigated in the most objective way possible that they are also practical, economical and easy to use.

  • People are equipped with innate and learned skills for managing emotions in a simple and economical way

That is, we are social beings and therefore we are equipped with the necessary skills to interpret and manage the emotions of others and our own. It is a matter of survival. For example, a baby who begins to walk but stumbles and falls to the ground, the first thing he does is not cry, but look at his mother / father. If the caregiver makes a scary face, the baby will cry. If the caregiver is calm and faces acceptance because the fall is part of the learning process, the baby will know that he has to get up again and keep trying. They learn to react based on the emotional response of their environment.

Therefore, this is what our customers expect. When there is something that does not work and they react with anger, pasotism, apathy, there must be a survival response. That is, a change.

However, according to a study in the US, customers are lost by:

  • 1% because they die
  • 2% because they move
  • 4% because they leave with the seller
  • 11% for the price and other associated costs
  • 14% for dissatisfaction with the product / service
  • 68% due to the attitude of indifference of a company representative.

Why can’t we look at our clients and know what emotion they are having? Why don’t we know how to react to properly manage that emotion and achieve the goal of satisfying it?

Since customer service has professionalized, companies have insisted on controlling and measuring everything.

Do you have specialized techniques to have a higher level of Customer Experience?

In Consulting C3 we offer audits and consultancies of Customer Experience.

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How to make your client the protagonist

The client must always be the protagonist of your company: Do you do what is necessary to make it so?

Most companies say their customer is the number one priority. But is it really like that? In this post we give you the keys to make your client the protagonist of your company through the following questions:


  • Do we have the client integrated in all the processes of our company?
  • Do we have it integrated into the decision and strategy processes of the different areas?
  • Do we have it at least integrated into some mechanism that collects your feedback in real time?
  • Is there a possibility that a change in the needs of your customers will affect a modification of your product or service or improve a process quickly?


  • Can the entire organization respond positively to these questions or only some areas of the company?
  • The rest of the company, where is it oriented? To the product, to the intuitions of the partners, to the technology, to the benefits …
  • Do we have internal boycotts to really focus on the customer?
  • Is the leadership dome rather conservative and promotes and is involved in that helm turn?
  • Is there any figure that directs this change and leads the incorporation of the client in the new processes?
  • Do we have a company accustomed to constant change efficiently?


  • The client is asked about his experiences, what he thinks not only of a product but of how the service offered, the processes, the solutions offered are organized?
  • Is the customer asked about their expectations?


  • Is the suggestions for improvement of the workers themselves taken into account?
  • Are workers themselves properly incentivized as the main points of contact with customers?

It is not easy to make a helm turn when your organization is oriented, organized and structured towards other foci that are not “the customer”. It has not always been necessary. But today it is essential.

How to do it?

  1. Social networks help us integrate customer opinion into our processes. Use them to value the positive and improve the least positive.
  2. Do not be afraid of complaints, you just have to do what customers ask us to shout, value how to do it strategically.
  3. Recalculate your costs and reorient the actions based on customer feedback and employee suggestions.
  4. You must be original to fit the puzzle until the gear shift works perfectly.
  5. Use tools that facilitate the work and handling of millions of data to obtain conclusive results.
  6. Take small actions that substantially improve the customer experience, according to your own requests.

What strategy do you use to involve your employees in putting the customer at the center?

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Everything you need to know about the Digitalization of the Tourism Sector, October 31

On October 31 C3 Digital By MST Holding organizes the round table: ‘The Digitalization of the Tourism Sector’, an event that will have recognized experts from the sector

C3 Digital By MST Holding organizes the round table: ‘Digitalization of the Tourism Sector’ on October 31. The day will last from nine to 12 at the Casa Convalescència (Barcelona). Great speakers, raffles, coffee break and much more!

On Monday 28 we close registrations, there are few places left. SUBSCRIBE!

The speakers

A brief summary of what we are preparing for the big day:

On the one hand, Davide Lusuardi, Head of Operations of Costa Cruises in Spain and Portugal, will share his experience in how technology is optimizing the processes of marketing tourism products and services.

Javier de Ramón, the Director of CRM and Marketing Services at Fira Barcelona, ​​will explain his vision of the challenges of digital transformation in the industry and MICE and business.

Also, Christian Rodríguez, the founder of BYHOURS.COM, will enrich us with his experience on tourism business models today and the role of innovation in the territory’s tourism sector.

Josep-Francesc Valls, Professor of Marketing Management ESADE Business & Law School, will contribute with his contribution on the advantages of big data, Deep learning, machine learning and intelligent marketing in predicting the behavior of the traveler to optimize the traveler experience and ensure the profitability of the tourism company.

Finally, Rafael González, is a managing partner and founder of Vivential Value, with several years collaborating with the public administration, will focus on how technology is changing the way of living the travel experience. In addition to the challenges that destinations must face before the technological digital revolution.

The program

From 9 in the morning we wait for you at Casa Convalescència with a hot welcome coffee. You will receive your personalized accreditation and a bag with information of the day. Until 10, and with all the attendees and speakers gathered, the Round Table will be given. Our Head of Digital Transformation and Innovation, Karen Quipusco, will be the moderator.

After the debate, a period of 30 minutes of questions will be given. Then, we go to networking to continue sharing ideas.

The event will end with a raffle of five bluetooh speakers among all those attending the event.

On Monday October 28 we close registrations, there are few places left. SUBSCRIBE!

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Josep-Francesc Valls, Professor of Management at ESADE: He is the 4th speaker!

The Professor of Marketing Management at ESADE Business & Law School, director of the International Classroom Tourism Innovation ESADECREAPOLIS and the Project “Consumer Brands” ESADE, is the fourth speaker of the Round Table on October 31

Josep-Francesc Valls, Professor of Marketing Management ESADE Business & Law School, is the fourth speaker for the Round Table: “The Digitalization of the Tourism Sector”. In addition, Mr. Valls is the director of the ESADECREAPOLIS International Tourism Innovation Classroom and the ESADE Consumer Brand Project.

Josep-Francesc joins Davide Lusuardi, Christian Rodríguez, and Javier de Ramón.

Just need to know a speaker, what are you waiting to sign up?

Get to know Josep-Francesc Valls better

Founder and director of the ESADE Business & Law School Tourism Management Center, from 1990 to 2004

Visiting professor at the University of Madeira, at the Externado University of Colombia, at Universidad Pacífico de Lima, at Bocconi University in Milan, at the International University of Andalusia.

He publishes in the main scientific journals and is the author of about twenty Management books. The last five “Customer-centricity”, CambridgeScholars, 2018; “Big Data: catching the consumer”, Profit, 2017; “Marketing strategies and tactics”, Profit, 2014; “Beyond the Low Cost Business. Rethinking the Business Model ”, Palgrave Mcmillan, 2013; and “Reinventing the business to sell cheaper”, Profit, 2010)

On the other hand, Josep-Francesc Valls, is also a consultant in international organizations, national and regional governments and private companies on tourism strategy and marketing.

In addition, in 2000 he received the Joan Sardà Dexeus award from the College of Economists of Catalonia for his personal career in disseminating the economy. And in 2009, that of the Barcelona Comerç Foundation for its contribution in favor of urban commerce and the sustainable city model.

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ByHours and Northweek, present in the Tourism Sector Digitization, October 31

Travel planning concept on map

The founder of BYHOURS.COM is the third confirmed speaker for the Round Table organized by C3 Digital by MST Holding: «The Digitalization of the Tourism Sector», on October 31

Christian Rodriguez Fornos, CEO and founder of BYHOURS and born entrepreneur, is the third speaker confirmed for the Round Table: “The Digitalization of the Tourism Sector”, October 31 at the Convalescència House in Barcelona.

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Northweek, Byhous, WashRocks and Heyhoods, present in the Tourism Sector Digitization (…)

Christian has a long entrepreneurial career and an innate talent to develop new projects, to recruit and put together young and talented teams and to create winning business ideas.

Entrepreneur since the age of 18, a dreamer and fighter, who believes that changing the world is in our hands. Creative, and specialist in the conceptualization of businesses and products, he masters a great dowry of leadership, a gift for handling people and multidisciplinary. He has experience in the operational and corporate management of projects, and is a committed fan to innovation.

He graduated in Advertising, has an MBA at the Pompeu Fabra University and a Postgraduate in Qualitative Market Trends at the Ramon Llull University in Barcelona.

He is currently a member of the Board of Directors of Hawkers Group, as well as a mentor in different accelerators and business programs, as well as the founder of more than 7 companies, from which stand out: BYHOURS, the first international platform for booking hotels by the hour, currently operating in more than 600 international destinations; Northweek, international well known and successful ecommerce of sunglasses; WashRocks, the leading laundry and dry-cleaning App at home; Heyhoods, an APP created to help each other when in trouble by proximity and altruism; Urban Secrets, the private leisure club in Barcelona of clandestine restaurants such as Dontell Laundry, Chi-Ton, etc.; Spotbus, the first audiovisual system for public bus contents, like advertising, among others.

Entrepreneur, Author and Speaker (…)

He has won several international awards and recognitions for his career such as: CREATIC Prize 2005 by Spotbus, National Marketing Awards Finalist 2010 by Urban Secrets, Best Business Initiative Award 2013 by BYHOURS and Best National APP also BYHOURS.

Christian is author of DESPEGAR (2017, Profit) a bible for entrepreneurship explaining in a pleasant and very realistic way the steps, stages and main challenges to face when starting a business project.

Being a well known face in the entrepreneurial sector in Catalonia and Spain​, Christian is also ​now ​a speaker in international entrepreneurship events and conferences in leading business universities, as well as being an  MBA professor at Pompeu Fabra University.

Without a doubt, we have one of the most relevant people in the Tourism Sector.

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Official presentation of eAlicia International

«eAlicia Internacional» is in luck. And the next October 9 will be the presentation of its new design and website at the Customer Relations Expo 2019

«eAlicia Internacional» will present its new design and website at the next Customer Relations Expo 2019 that will be held on October 9 and 10 at the Wanda Metropolitano, Madrid. Register with the code EXPO19-MST and stop by booth #45 so we can help you.

What is eAlicia?

Many already know what eAlicia is. For those who do not, here I leave you an explanation with which you will learn what the tool does.

eAlicia is a management software that evaluates and controls the overall quality of your business facilitating decision making.

It allows you to have a 360º vision measuring the satisfaction of your customers and the quality of your services / products anywhere in the world.

Customize your eAlicia and adapt it to the specific needs of your organization:

  • Measure your suppliers, sites, platforms, competition
  • Define your own KPIs, metrics and indicators
  • Build custom reports

“Measure to keep growing”

The slogan of the new website tries to convince users and future customers the need to measure the quality of service in their companies to continue growing. With eAlicia you measure the quality you give as your customers perceive anywhere in the world and in real time.

The new tool design is closer and adapted to the digital world. As well as the changes in the website that will allow visitors to move more easily through the Home and obtain information as clearly as possible.

In addition to explaining its operation, on the web you will find the points that make eAlicia indispensable for your business.

On October 9, the official presentation will be made at the Customer Relations Expo 2019. Sign up to not miss it.

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The new digital home of MST Holding

Home page MST
Home page MST

The new MST Holding website will feature a multitude of content of interest to users.

MST Holding was created more than 25 years ago. The company has been transforming over the years. From offering basic Customer Service services, to serving the latest technology in BPO services such as Chatbots, RPA or Virtual Assistant. This Monday, September 9, we take a new step: We publish the new website of the company.

With the new website, the company intends to facilitate access to all the services offered by the Business Holding. Its founder and current CEO, Pedro Barceló, has followed the project closely so that the contents that make us one of the powers of the sector at national and international level stand out.

In addition, the page has different sections that help to bring the business infrastructure closer to the client. This time, workers are part of the web. You can contact them without waiting long hours until you get an answer.

On the MST Holding website you will also find the company’s new blog. Weekly news will be published with prominent information about the company or its workers. The style of the blog will also be modernized, giving way to a more agile reading and a more innovative design.

Currently, we serve countries around the world. For this reason, the website is in English and Spanish. We hope that over time new languages ​​will be added so that MST can cover all the languages ​​of the planet.

With the new MST website, we intend to make all users the services we offer and the sectors in which we operate. Through our social networks you will be closer to the company.

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