Cresta just keeps growing! This week, we’re excited to announce our newest office in Madrid led by Country Manager, Luis Alcedo.
This marks our next step in going global after our initial expansion into EMEA and APAC as we move into one of the most consequential customer experience (CX) markets in Europe, all during a moment when customers have less patience than ever for bad service.
That frustration isn't unique to Spain, but it's especially visible in a market this dense with global brands operating high-stakes, high-volume contact centers.
At the same time, Spain's CX market is undergoing a significant transformation. Under the country's new Customer Service Law, essential-sector companies now have to answer 95% of calls in under three minutes, and customers get a guaranteed right to reach a human agent on request. That's a significant operational bar to clear and sustain, and it's pushing companies to rethink how automation and human support work together.
This raises the stakes on using technology well: with a hard three-minute clock on 95% of calls, AI that manages volume and assists human agents in real time isn't a nice-to-have, it's how companies consistently clear that bar.
Cresta has always believed the future is hybrid, with people and AI working together in a unified system with a common data layer.
Spain is a market with scale, urgency, and a clear demand for a unified CX AI approach… exactly what Cresta was built for. Vamos!
