“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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A company without its workers is nothing – Quality awards

Last Thursday, October 24, the Quality Awards of the third quarter of the year were awarded where the best workers are rewarded

The Customer Service Field Work Leader, Teresa Capsir, and the Quality Process Analyst, José Ramón Quesada, presented the quality awards for the third quarter of the year in Barcelona and Madrid. Winners were awarded with diplomas and gift vouchers from the English Court.

On this occasion we congratulate the following winners: Carles Mujal, David Blanchart, Jennifer Siso, Leonardo Ramírez, Mª Ángeles Collado, María Herrero, Sandra García, Sara Pozuelo and Sonia Guzmán. Congratulations to all!

Nine prizes are awarded each quarter, 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, the agent’s permanence throughout the quarter between the top 10 positions in the quality ranking, as well as his average score obtained, is taken into account. With this assessment, the constancy and dedication in the day-to-day work of each agent is being given priority and rewards, since 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.

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Chronicle: “We cannot embrace all technology without thinking of citizens”

Last Thursday, October 31, the Digitalization of the Tourism Sector was held at the Convalescència House in Barcelona

La digitalización del Sector Turístico

On October 31, C3 Digital By MST Holding organized a Round Table about the technological solutions that The future of the tourism sector holds. The Convalescència House of Barcelona hosted the Round Table: “The Digitalization of the Tourism Sector”.

The event

An event organized by C3 Dgital By MST Holding. The Head of Digital and Innovation, Karen Quipusco, was the moderator of a round table that featured speakers from the tourism sector. On the one hand, Davide Lusuardi (1st left), Head of Operations of Costa Cruises in Spain and Portugal, shared his experience in how technology is optimizing the marketing processes of tourism products and services. “We have to encourage tourism, you should not always be stuck in the same.”

Javier de Ramón (1st right), the Director of CRM and Marketing Services at Fira Barcelona, ​​told us his vision about the challenges of digital transformation in the MICE and business industry. “Companies must prepare the pre and post in the Customer Experience.”

Also, Christian Rodríguez (2nd right), the founder of BYHOURS.COM, fascinated us with his experience on tourism business models today and the role of innovation in the territory’s tourism sector. “Digitalization is not just applying technology. You have to know it to know what is going to make us grow.”

Finally, Rafael González (2nd left), is a managing partner and founder of Vivential Value, with several years collaborating with the public administration, focused 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. “We can’t embrace all the technology without thinking about citizens.”

Each of them offered us the vision and the expectation that the future of the sector holds for us and what are the trends that they use in their respective companies.

The key points

In summary, the themes that could be heard at the Round Table were the following:

  1. The importance of understanding our business and how to approach it. Is digitalization an end or just a means for us?
  2. The Big Data We continue with the culture of data or the cult of data. It is not enough just to obtain and analyze them, you have to know how to interpret them and lower them to the reality of our environment.
  3. Customer understanding and customization: let’s break paradigms and focus on asking them before taking for granted that we are doing well. You have to focus on the experience.
  4. The importance of interaction: We must not only integrate our solutions with the data. But we must also integrate all the actors that influence when satisfying experiences to our clients.
  5. Sustainability: Trend or reality? Is the sector prepared to face the sustainability that the world requires? Is the tourist and the citizen?
  6. Think different” “think out of the box”: Are we seeing new digital businesses as new opportunities or only as threats to the industry?

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