MST HOLDING, associate member of AEERC

MST partner of AEERC
MST partner of AEERC

MST Holding has been certified as a member of the Spanish Association of Customer Relations Experts (AEERC)

On February 17, the Spanish Association of Experts in the Relationship with Customers (AEERC) ratified once again membership in one of the most important national organizations in the relationship with customers.

For those of you who don’t know AEERC, explain a little what it means to remain in this organization.

The AEERC (Spanish Association of Relationship Experts) is a non-profit organization whose mission is to provide its associates with the necessary tools to exercise and improve in their profession. Customer Service activity. Promoting and disseminating information, knowledge and experiences among those professionals and companies that configure the operation of the customer experience.

AEERC currently represents more than 200 companies: companies with Customer Relations Centers (telecommunications, public services, insurance, banking, controls, hotel locks …). In addition to customer service platforms, outsourcing / BPO companies, technology provider and contact center companies. A unique forun where professionals can freely identify their concerns, share experiences and train.

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How to overcome work stress in a Call Center

Overcoming work stress in a Call Center can be easy
Overcoming work stress in a Call Center can be easy

Overcoming work stress in a Call Center can be easy

Overcoming work stress in a Call Center can be easy. According to the latest research, being informed about the characteristics of stress protects us from its negative effects. This is because having a positive perception of stress decreases its effects on the body.

How can this be?

As in most aspects of life, everything depends on the color of the glass with which you look. That is, if we can change our mental perspective on what is and what is not stressful, to what extent it is, and if that stress compensates us in some way and is aligned with what we want to achieve.

Stress is a response of our body to an external situation that causes an imbalance. But thanks to these physiological reactions the organism makes changes and adjustments to achieve that balance between the external and internal environment.

Three examples that reflect work stress in a Call Center

  • The volume of work has increased, incoming calls are constant and not all breaks can be made. You cannot increase the number of people at this time due to lack of space. This produces a feeling of overwhelm, irritation and workers are more tired and moody.
  • There has been a technical incident and customers call very angry, several times, they interrupt the work constantly. Managers experience a strong sense of frustration because they are not the cause of the incident but have to face the client. They don’t have enough information they feel very insecure because they want to do their job well. However, they convey that insecurity to customers, who perceive it and are even more pissed off.
  • A multinational company has bought the company. Everyone is nervous. There are conflicting instructions and it is not clear what needs to be explained to the client. This generates a feeling of widespread insecurity.

How can I consider stress to be positive?

There are circumstances in which some people get stressed and others don’t. The difference between them, regardless of their life history, is how these people face the circumstances. If they consider it a challenge and an opportunity to learn and grow, the reaction of their organism and their behavior will be totally different from the person living the same circumstance as a threat and a danger.

In general, we would consider these situations to be stressful because they involve changes from previous routines. However, if we knew that once the difficulties were overcome we would get an additional salary or an additional week’s vacation, would we change our perspective of the situation? If we knew that those who help overcome the situation and improve the work environment will get promoted, could we consider that stress as an opportunity? Would it be possible that we consider that working under pressure makes us more productive and increases our concentration?

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“eAlicia is the 1st global platform in Customer Experience”

Pedro Barcelo presents eAlicia Internacional in La Vanguardia
Pedro Barcelo presents eAlicia Internacional in La Vanguardia

Pedro Barceló, CEO of the MST Holding Group, presents international eAlicia in the La Vanguardia edition of January 28, 2020

Here you can consult the full interview:

eAlicia is a management platform 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. eAlicia has been helping companies improve the quality of their services for 8 years, adapting to change and constantly evolving, becoming the official tool of the “Chosen Customer Service of the Year” contest.

Could you explain how the application has evolved in recent years?

eAlicia is constantly changing to make it more manageable and have a global vision of the business. Thanks to the daily feedback we have with our customers, we can adapt the tool to the real needs of users and consumers. For example, this year, changing the design and usability of the website has been our priority and today, it is already a reality.

The new platform 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.

We have seen that you have changed the slogan of eAlicia. Why?

We believe that “Measure to continue growing” refers to what we really want to convey. Any company in the world needs to have controlled the experience that their clients are having in any continent. If you are not able to detect where you are failing, you will not be able to please your customers and they will stop consuming your product.

The slogan of the new website, “Measure to continue growing”, 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.

What are the keys for eAlicia to remain positioned as one of the leading platforms in Quality Management and Customer Experience?

The keys are the combination of technological innovation, one of our strengths, and our expertise in quality of customer service and customer experience along with our broad customer base.

With this combination, eAlicia helps to improve the customer experience that has become a key point for the improvement of our customers’ business. Companies are transforming into a Customer Centric strategy and from MST we are helping them to this transformation driven by eAlicia.

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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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