This event was made possible thanks to our co‑organisers, Webpilots Spain — specialists in permission marketing — and Magnetron, official distributor of EPOS and Sennheiser among other leading brands. We also had the support of the AEERC (Spanish Association of Customer Relationship Experts) and our media partners Contact Center Hub and Relación Cliente.

Below we review the topics that shaped the day — updates from the AEPD, critical points of the ‘Stop  Publicidad’  List, the impact of the anti‑telephone‑fraud regulation, changes to the Law on Customer Service  Provision and updates to the framework for AI in Customer Experience (CX) — with insights from Daniel  Vidal, lawyer and Legal Director at Webpilots Spain.

THE WELCOME THAT ALIGNED US

Luís A. González kicked off the morning with a sincere thank‑you to attendees, collaborators and the press. With a brief and clear address, he emphasised the goal of CX Brunch: a space born from the joint desire to contribute and drive forward our sector.

Luís A. González, Head of CCaaS Sales at Enreach, welcoming the attendees of the 4th edition of CX Brunch by Enreach.

FIVE LEGAL CHALLENGES WE TACKLED AT CX BRUNCH IV

With professional precision and flawless delivery, Daniel Vidal focused his presentation on five key challenges currently driving the pace of the contact‑centre industry.

1. AEPD UPDATES: A BREATH OF FRESH AIR (AND A FASTER PACE)

The big news: the change in leadership at the AEPD (Spanish Data‑Protection Agency). Lorenzo  Cotino, Professor of Constitutional Law with experience in AI, has taken office and launched a new strategic plan for 2025‑2030.

“We can say it’s the first strategic plan to be implemented in such a short timescale and that, furthermore, brings hope to the sector.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

The plan, structured around seven pillars, gives the Agency’s role in industry a distinctly different tone. Particularly noteworthy is the third pillar: supporting and guiding regulatory compliance.

Another pertinent change: the AEPD will cease issuing annual reports and instead publish on a semi‑annual basis. The upside is timelier data; the downside, the loss of year‑on‑year comparison.

Vidal presented the latest semi‑annual report covering December 2024 to May 2025 and highlighted three trends:

• Complaints: up by nearly 30%. Possibly due to new types of complaints included since December.
• Satisfactory resolutions: down by 34%. Everything suggests the Agency is applying a different criterion when assessing outcomes.
• Investigations and sanctions: investigations up by around 40% and sanctions up by 18%.

“Once again I’m showing the same chart that illustrates the disproportion of sanctions in Spain compared to other European countries.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

2. STOP PUBLICIDAD LIST: SIGNIFICANT OPERATIONAL GAPS

Despite four appeals and several amendments, a second exclusion list has finally been published. And here lies the paradox: although this list isn’t yet operational, the Agency requires the sector to consult it.

Furthermore, the interaction between the ‘Stop Publicidad’ List  (LSP) and the Lista Robinson remains unclear. Which takes precedence? How should conflicts be resolved?

“The Organic Law 3/2018 does not cover what happens if a consumer is registered on the LSP but not on the Lista Robinson.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

The result, for now, is a grey area complicating daily operations, increasing checks and adding legal uncertainty.

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain, during his presentation at the 4th edition of CX Brunch by Enreach.

3. UPCOMING CUSTOMER‑SERVICE LAW: THE CATALAN‑LANGUAGE PROVISION

In recent months we’ve seen it in the headlines. The Spanish Government proposes to include in the upcoming Law on Customer Service Provision a clause requiring companies headquartered in Spain to provide service in Catalan when the customer requests it. Vidal reminded that, previously, other institutions had already called for service in any of the co‑official languages.

“If the contract is signed in Catalan, I don’t see why telephone or chat service couldn’t also be delivered in that language.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

Less visible in the media but operationally more impactful is the proposal by Pablo Bustinduy (Plural National Parliamentary Group SUMAR): to require a distinct numbering for commercial calls compared to customer‑service calls.

“This poses a considerable challenge: a business‑to‑business call might be considered commercial and require specific numbering.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

If these measures proceed, the sector would need to revise within record time its criteria for classification, routing and number‑management.

4. TELEPHONE‑FRAUD‑PREVENTION ORDER: THE MOST DEBATED TOPIC

One of the focal points of the presentation was the TDF/149/2025 Order. Its first phase was clear: curb telephone fraud conducted via unassigned numbers.

“The fraudster could impersonate your bank and ask you for your credentials easily because that number appeared under the bank’s name.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

Following its implementation, in February 2025 some 50  million calls were blocked and 2.5  million SMS were intercepted.

The greatest impact for the industry came with the second phase: the blocking of unsolicited commercial calls and SMS as well as customer‑service calls via mobile numbering.

“It’s an unjustified block that, to date, hasn’t been solidly justified.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

Since 7 June 2025, the date the regulation came into effect, around half a million calls a day and 18,500 SMS daily in July were blocked. According to Vidal, the volume partly stems from the AEPD’s imposition of potential licence loss for any operator that fails to block such communications.

The consequences for companies are severe: the CNMC classifies non-compliance as a serious offence, punishable by fines of up to €2 million, or twice the profit gained, or 1% of the company’s turnover from the previous financial year. In addition, businesses risk losing the telephone numbers used and face an extra €30,000 fine for individuals in executive or representative roles.

Despite the severity of the sanctions regime, the order leaves questions that raise concern: most notably, the lack of a clear definition of what constitutes an ‘unsolicited call’.

5. EUROPEAN AI REGULATION: NOW IN EFFECT

Vidal reminded the audience that Regulation ( EU ) 2024/1689 — the new European AI law — is already in force and that from 2  August 2025 the obligations on transparency and governance — including those affecting general‑purpose models — are enforceable and subject to sanction.
Providers of general‑purpose AI models are obliged to: document their models technically, publish a summary of the data used to train them, have a policy that respects copyright, and provide that information to anyone integrating those models. If they don’t, they can be sanctioned by the authorities.

AI INNOVATIONS FOR THE CONTACT CENTRE

Vidal presented very specific examples of how AI already enables real‑time accent adaptation to improve comprehension between interlocutors. A direct aid to smoother conversations.

“This technology is here to stay and to help — not to replace the people working in this sector.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

He also underlined their limitations: AI does not inherently include cultural nuance, context or intent. There are processes deeply human that it will not replicate without specific training and good oversight. The key, he insisted, is to add it to the team to enhance — not replace — the workforce.

MAGNETRON’S SESSION

Francisco de  la Torre, Director of the Communications Division at Magnetron, shared a few words of encouragement and reminded us that AI has been with us for some time, embedded in everyday solutions such as EPOS headsets, which deliver high‑quality sound experience.

Next, he ran a raffle among the attendees for an exclusive model and encouraged everyone to try out the full range available in the room.

Francisco de la Torre, Director of the Communications Division at Magnetron, during his presentation at the 4th edition of CX Brunch by Enreach.

NETWORKING BRUNCH: THE SYNERGY MOMENT

The brunch‑style networking was the perfect finale to a highly productive morning. Our office buzzed with enquiries, thank‑yous and spontaneous conversations that — we’re certain — will mark the beginning of new synergies and collaborations.

Attendees of the 4th edition of CX Brunch by Enreach during the networking brunch.

FINAL CONCLUSIONS

We’d like to thank, once again, all the attendees and the event’s partners: Webpilots  Spain and Magnetron as co‑organisers; our media partners Relación Cliente and Contact Center Hub; and the AEERC Association for their support.

After four editions, we can affirm that we’re driving a gathering for and by the industry, together with professionals who ensure a clear message and deliver high‑value insights.

“It’s been a pleasure to be at Enreach’s home, reviewing with rigour and openly the technical and legal updates for the contact‑centre.”

Daniel Vidal, Lawyer and Legal Director at Webpilots Spain

Once again, we “lit up the path” and explained how to overcome the legal challenges that are putting pressure on our sector’s operations — so we can work up to date and in full compliance.

“Again, we’ve seen how regulation impacts the sector and how technology — especially AI‑based — helps us surmount those barriers and do things the right way.”

Alfred Nesweda, Managing Director at Enreach

In 2025, the industry has experienced a multitude of legal updates — complex and, at times, ambiguous — which demand the expert clarification of professionals capable of resolving doubts and shedding light on so much uncertainty.

“Bringing the industry together in an open debate about the challenges facing contact centres and end‑clients was necessary.”

Carlos Jiménez, Head of Sales at Enreach

We know that we want to keep contributing to the sector and also go beyond our technological core: success only comes when we all row in the same direction.

“When all parties and industry players collaborate, only solutions are found.”

Luis A. González, Head of CCaaS Sales at Enreach

See you at the next edition of CX Brunch!

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La entrada A legal & tech checkpoint for contact centres: a summary of the fourth edition of the CX Brunch se publicó primero en Enreach ES.

In practical terms, this means that some providers who previously offered external calling without an official Microsoft Phone System licence will need to modify their service or increase costs.

If your company uses Enreach Contact for Teams, there’s no need to worry: our calls, transfers and virtual switchboard will continue working just as they do today.

“All our telephony services for Teams will keep running smoothly, as our integrations don’t rely on the technical components Microsoft is planning to block.”

Jorge García, Product Director at Enreach

WHAT’S CHANGING IN TEAMS

From 30 September 2025, Microsoft will no longer allow some third-party applications to automatically transfer calls or add participants to calls unless a Phone System licence is in place.

Manual transfers and direct calls (Teams to Teams) will continue to work as normal.

WHY ENREACH ISN’T AFFECTED

Because our telephony solution doesn’t rely on the “technical shortcuts” that Microsoft is set to block.

As a Gold Partner, we always develop directly within the platform, ensuring your business has a stable, future-ready solution.

SOLUTIONS THAT WILL BE AFFECTED

If your company is using alternative integrations to manage calls in Teams without a Phone System licence, the following features will no longer be available:

1. Call transfers initiated by a bot hosted in a third-party app within Teams.
2. Adding participants to an external (PSTN) call via a bot hosted in a third-party app within Teams.
3. Any automation that uses the ‘transfer‘ or ‘addParticipant‘ APIs.

Manual transfers and participant additions made by users will continue to function as usual. These changes only affect bot-initiated features.

SOLUTIONS THAT WON’T BE AFFECTED

Alongside our telephony solution for Teams, the following services will not be impacted:

1. Third-party applications built on alternative technologies. Solutions that don’t rely on Graph bots or the ‘transfer‘ or ‘addParticipant‘ APIs (e.g. integrations with Azure Communication Services) can continue offering external calling without a Phone System licence.
2. Internal calls (Teams to Teams).
3. External calls using a Phone System licence.
4. Call transfers manually initiated by a user (human).
5. Adding new participants to PSTN calls manually by a user (human).

RECOMMENDATIONS IF YOUR COMPANY IS AFFECTED BY THESE CHANGES IN TEAMS

We recommend contacting your current service provider to check whether any of the features you rely on will no longer be supported after 30 September 2025.

Or if you prefer, you can explore our virtual switchboard integration for Teams. As business telecoms operators, we offer a full end-to-end solution: telephone numbers (0800, national and international) and full PBX integration within Teams.

Get in touch by calling 900 670 750, messaging us on WhatsApp, or filling in this form.

La entrada Enreach telephony solutions will not be affected by the immediate changes in Microsoft Teams se publicó primero en Enreach ES.

Now that we’re using our personal mobiles for work, especially outside office hours, conversations with prospects, clients, and suppliers are taking place in environments with zero traceability.

Imagine the first call between a potential customer and your company is made on a mobile phone. The sales representative who answers it may not take note of the customer’s needs due to a lack of time or simply out of habit. Could this affect your business? Absolutely.

Thousands of business calls are made on mobiles every day. If what’s discussed isn’t recorded, it’s easily forgotten. Even if it is written down somewhere — on paper or digitally — only the person who wrote it has access to it.

This makes it harder for a colleague to follow up on a lead while someone is on holiday, and it also forces the customer to repeat themselves. In those crucial first conversations, when trust and brand recognition are still being established, first impressions really do count.

According to a Salesforce report, 57% of professionals feel they lose critical information in every business call.

Losing visibility of a business call doesn’t just affect your team or sales; it impacts departments such as marketing, product and customer service.

As in the film ‘The Butterfly Effect’, seemingly small decisions, such as not taking notes after a call, can have a surprisingly large impact.

To help companies gain full visibility of every business-related call, we have launched Smart Mobile: the world’s first mobile phone plan with built-in artificial intelligence that automatically analyses and summarises your calls.

SMART MOBILE BY ENREACH IS REDEFINING MOBILE TELEPHONY FOR BUSINESS

Can you believe that business mobile plans haven’t changed much since the ’80s? Until now, they’ve always been the same: unlimited calls, text messages, data and roaming.

We firmly believe that your business deserves better.

That’s why we created Smart Mobile: a solution that builds AI directly into the SIM card. The result? You can enjoy powerful features straight away:

1. AUTOMATIC CALL RECORDING

This is perfect for banks, for example, where calls must be recorded by law. Now, they can remain compliant even when using a mobile phone.

With Smart Mobile, your teams can make and receive business calls on their smartphones, safe in the knowledge that every conversation is automatically recorded and uploaded to your CRM. If the call involves an existing lead or customer, the recording is attached directly to their profile.

2. AUTOMATIC TITLES AND SUMMARIES

Our AI transcribes the call in real time and generates a title and summary automatically once it ends. Both are sent straight to your CRM and are linked to the relevant customer or lead.

This means professionals don’t have to waste time taking notes or performing repetitive administrative tasks that, according to a McKinsey study, account for 30% of our working day.

3. TASK AND ACTION DETECTION

In addition to generating titles and summaries from the call transcript, Smart Mobile also analyses the conversation to extract any action points.

For example, if the sales representative agrees to send an offer by email and arrange a meeting before the end of the week, this information is extracted and recorded.

Our AI will create a list of these tasks and email them to the professional, ensuring that nothing is forgotten.

4. CALL EVENT NOTIFICATIONS

Our AI-powered mobile solution can integrate with any external system and send —via API or web service— three key call events:

Our AI-powered mobile solution can integrate with any external system and send three key call events via API or web service:

• When the call starts (i.e. when the ringing begins).
• When the call is answered, marking the true start of the conversation.
• When the call ends, i.e. when the phone is hung up.

THE BEST OF SMART MOBILE BY ENREACH

Our AI-powered mobile solution is designed to suit the way businesses and professionals work today.

1. NO NEED TO INSTALL ANY APPS

Although there are apps that let you record calls or use speech analytics, it’s often not possible to install apps on devices, especially personal smartphones.

That’s why we’ve embedded AI directly into our SIM cards. As soon as the phone is connected, every business call can be recorded and/or transcribed, and the data sent straight to the CRM.

2. PRIVACY GUARANTEED

It’s common for professionals to use their personal phones for work calls, particularly outside of normal working hours. However, the reverse is also true: some people receive personal calls on their work mobiles. Either way, these situations make it difficult to record and analyse calls without breaching privacy.

That’s why we’ve designed Smart Mobile with two complementary layers of protection.

• A configurable exclusion list: you can define which numbers are automatically excluded from recording or transcription.
• Smart personal call detection: if the AI detects early on that the call isn’t work-related, it automatically stops recording.

This means professionals can use the same device for work and personal matters with peace of mind, safe in the knowledge that only business calls will be analysed. All of this is done in compliance with GDPR, including notifying the caller that the conversation may be recorded.

SMART MOBILE BY ENREACH MEETS THE NEEDS OF EVERY INDUSTRY

We developed this solution with the real needs of sectors such as real estate, banking, recruitment agencies, logistics, consultancies, and technical support in mind.

1. SMART MOBILE FOR REAL ESTATE

Home hunters typically browse a website, leave their contact details and wait for an agent to call them back. Everything discussed during that call could provide valuable insight to help close the deal.

• Which area they prefer
• Desired square footage
• Number of bedrooms
• Whether they have pets or not
• Ideal price range

Rather than trying to remember everything or taking notes, professionals can focus on actively listening and being present during the call.

2. SMART MOBILE FOR FINANCIAL SERVICES

Banks are required to record all conversations, regardless of the device used. That’s why a solution like Smart Mobile, which enables calls to be recorded and logged even on mobiles, opens the door to more flexible ways of working.

3. SMART MOBILE FOR RECRUITMENT AGENCIES

Recruitment professionals spend much of their day on the phone talking to candidates, partner companies and employees, often using their personal mobile phone.

With Smart Mobile, nothing gets lost. All commitments made during the call are summarised and sent straight to the professional’s inbox.

• Call the candidate tomorrow
• Send the contract before the end of the day
• Check terms with finance
• Book a follow-up interview with the Team Lead

4. SMART MOBILE FOR LOGISTICS COMPANIES

Delivery drivers spend their day on the road and are often the only people who have direct contact with the end customer. They’re the ones who call if an address is wrong, no one is home, or there is a delivery issue.

The information shared during these calls is incredibly useful, not only for improving processes, but also for optimising delivery routes and identifying new service opportunities.

5. SMART MOBILE FOR CONSULTANCY FIRMS

Partners, consultants and account managers often spend much of their time away from their desks, whether that’s in client meetings, on site visits, at trade shows or working remotely.

Full traceability of these calls means that they no longer need to take notes or try to remember every detail.

6. SMART MOBILE FOR TECHNICAL SUPPORT

When a technician is sent out to resolve an issue, many important decisions are made over the phone, such as confirming availability, rescheduling appointments or approving estimates.

With Smart Mobile, all of these calls are automatically logged and summarised in the CRM. This means office staff can stay up to date in real time without having to wait for updates from the field.

This saves time on admin and improves speed and coordination.

STOP LOSING CALL VISIBILITY WITH SMART MOBILE BY ENREACH

For years, we’ve assumed that mobile calls couldn’t be tracked, analysed or shared. That’s no longer the case.

With Smart Mobile, you can finally gain complete visibility of every business conversation. The impact is huge: admin after calls is removed, team coordination is improved, and you can respond faster, more accurately and more personally to clients, leads and partners.

Artificial intelligence now fits in your pocket, changing the way you work, communicate, and make decisions.

TRY SMART MOBILE BY ENREACH

La entrada Smart Mobile by Enreach brings artificial intelligence to mobile telephony se publicó primero en Enreach ES.

Contact Center Hub and Peldaño hosted the 16th edition of the Platinum CX Awards, and this time, together with our client LEVEL Airlines, we stepped on stage to receive the award for Best TI Project in IVR and Self-Service.

The event was more than just a ceremony. It clearly showcased the qualitative leap the industry is experiencing: more participation, greater sector diversity, and more innovation. This consolidation reflects not only the sector’s growth but also the rising importance of Customer Experience (CX).

Compared to previous years, this edition made it clear that CX is no longer the sole concern of tech companies. Banking, insurance, professional services, tourism, retail, and energy are now fully part of a conversation that involves us all. In this shift, BPOs and tech partners continue to play a key enabling role.

BEST IT PROJECT IN IVR AND SELF-SERVICE

Within the Technology Innovation category, which recognises developments driven by new functionality and out-of-the-box thinking, we were honoured with the award for Best IVR and Self-Service Project.

Our Managing Director, Alfred Nesweda, and LEVEL’s Head of Customer Experience, Joan Martínez, accepted the award from Iván Villaescusa, VP of Global & Multilingual Accounts, and Carlos Arconada, Business Director at Atento.

Carlos Arconada, Business Director at Atento; Joan Martínez, Head of Customer Experience at LEVEL; Alfred Nesweda, Managing Director at Enreach; and Iván Villaescusa, VP of Global & Multilingual Accounts at Atento, during the award presentation for Best IT Project in IVR and Self-Service.

PROJECT WITH LEVEL: GENERATIVE AI, SELF-SERVICE & SALESFORCE

While the trophy has only recently taken its place on our shelf, the journey that led us to it began several months ago.

LEVEL, one of the country’s leading airlines, approached us with three very specific needs: automating responses to common queries usually resolved by agents via knowledge bases, speeding up the handling of more complex cases, and enabling self-service for flight bookings.

The aim was twofold: free agents from managing 100% of the queries so they could focus on more empathetic tasks, while also offering customers a faster and more efficient experience.

After assessing the viability of automating these processes, we proposed integrating generative AI into their voice and digital channels. This technology, implemented through voice bots and chatbots, delivers instant responses in the same tone and using the same internal knowledge as an agent would—particularly useful for automating frequent, yet time-consuming queries.

To achieve this, we designed a conversational flow capable of identifying the user’s intent using natural language processing (NLP)—in other words, the AI’s ability to understand and communicate in human language:

• For generic queries, the bot accesses LEVEL’s knowledge base in real-time and provides the correct answer.
• For complaints, it automatically creates a case in the CRM and emails the user with a reference number, preparing everything for the agent to step in if needed.
• For bookings, the bot connects with LEVEL’s management system to complete the process independently. If the user encounters any difficulty, an agent can seamlessly take over, ensuring no disruption to the CX.

While the tech behind the project is powerful, it goes beyond efficiency. It aligns with LEVEL’s philosophy of putting people at the heart of strategic decisions—enhancing both the customer and agent experience.

With nearly two decades of experience in the contact centre space and a specialist focus on artificial intelligence, we know how to pinpoint which interactions can be automated without compromising—and often improving—the experience. Automating high-friction processes not only eases the burden that can lead to agent burnout but also strengthens customer perception of the brand.

The strategy developed with LEVEL will significantly improve the day-to-day experience of FTEs, allowing them to focus on higher-value tasks, while at the same time offering users full autonomy to manage bookings and complaints across any channel, at any time.

To track the project’s success, we’ve set clear, measurable objectives that will help assess the effectiveness of our technology in their customer service teams.

These are the KPIs we aim to improve:

• +30% in calls handled per agent
• +25% in customer satisfaction
• +15% in cross-selling and up-selling
• +45% increase in productivity
• +40% in cost savings

EXPERTISE, TECHNOLOGY & HUMAN TALENT: OUR WINNING FORMULA

When a client wants to integrate GenAI, the first thing we do is understand their goals. From there, we define clear metrics to evaluate success once the technology is live.

As tech partners, our competitive edge lies in having our own proprietary contact centre software, allowing us to develop tailored solutions specific to each operation. And in our powerful and flexible AI solution, which integrates seamlessly with both our tools and the client’s systems.

But what truly sets our projects apart is our human talent. We have AI specialists with deep industry expertise, and an in-house development and product team that works under a philosophy of continuous improvement.

Thank you to LEVEL for placing your trust in us. This project is yet another example of the potential generative AI holds to transform contact centre operations. We continue to move forward, confident that this technology—when applied responsibly and effectively—will be a valuable ally for all customer service professionals.

DISCOVER OUR GENERATIVE AI SOLUTIONS FOR CUSTOMER SERVICE

La entrada We won the 2025 Platinum CX Award for the best TI project in IVR and self-service se publicó primero en Enreach ES.

Just over a week ago, we officially launched Enreach’s indirect sales channel in Spain. This model has been successfully operating across Europe for more than a decade and already has over 7,000 active partners.

To get a detailed understanding of the programme, we spoke with Carme Poy, head of the channel, who answered five key questions that highlight why this is a major opportunity for companies in the tech and telecoms sectors.

La entrada 5 reasons to join our partner programme se publicó primero en Enreach ES.

With less than a week to go, we spoke with Carlos about the key topics that will be addressed, the role that generative artificial intelligence is already playing in the sector, and why this conversation is essential for anyone leading teams, processes, or strategy in the BPO space.

Why do you think it’s so important to talk about generative AI now, in the context of operations?

Generative AI is not a future promise — it’s already here, and it’s directly impacting how we design, run, and improve our services. From automating repetitive tasks to delivering hyper-personalised experiences, Gen AI opens up possibilities that, just a couple of years ago, felt like science fiction.

Now’s the time to ‘get on board before the train leaves the station’. This roundtable is all about showing how companies in the sector are already using Gen AI successfully — and what key factors to consider for effective implementation.

What can the audience expect from this roundtable?

Above all, real success stories and figures. We’ll be sharing practical experiences, lessons learnt, and of course, a strategic outlook on where things are heading. It’s not just about the tech — it’s about how we redesign operational models, how we train our teams, and how we measure the impact of these new tools.

What challenges do you think companies face when integrating generative AI?

The biggest challenge isn’t technological — it’s cultural. The pace at which generative AI is evolving demands a mindset open to change, experimentation, and continuous learning. It’s not just about bringing in new tools — it’s about rethinking processes, roles, and metrics. That’s why collaboration and shared learning, like what we’ll see in this roundtable, are so essential.

Who would you especially recommend attend this roundtable?

Anyone who leads operations, customer experience, or digital transformation. But also anyone who’s curious to understand how AI can be applied in a tangible, profitable way within their organisation.

#SAVETHEDATE: 28 MAY AT EXPOCONTACT

Roundtable: ‘The Future of Experience: New Operational Models Driven by Gen AI’
12:25 pm
La Quinta del Jarama, Madrid

Moderator:
Ignacio Coronado – Konecta

Experts:
Diego Baccini – Banco Galicia
Carlos Jiménez – Enreach
Judith González Planas – GoContact
María José Baena Priego – Tinsa España
Agustí Molías – Contact Center Institute

We look forward to seeing you there!

La entrada Interview with Carlos Jiménez: ‘Gen AI requires a mindset shift’ se publicó primero en Enreach ES.

With over 20 years of experience in the telecoms sector, 25 offices across major European capitals, and a team of more than 1,000 professionals, our goal is to help companies strengthen their value proposition to attract new clients and retain existing ones—offering a complete portfolio so they no longer need to rely on other providers.

Our solutions are used by 2.5 million active users and have received prestigious industry awards, including the Frost & Sullivan Awards and the Platinum Customer Experience Awards. Our entire portfolio is also certified under ISO 9001 and ISO 27001, reflecting our commitment to quality and security.

“This launch marks a major milestone in our strategy for Spain. Enreach has extensive experience in this channel, with over 7,000 active partners across Europe. This is not a test — it’s one of our key growth drivers for the year. Its success lies in offering a model with a high return on investment and a commitment to giving our partners full autonomy, along with all the commercial and technical resources they need to grow.”

Carlos Jiménez, Head of Sales at Enreach

This channel is designed for companies looking to go further and expand their portfolio—meeting the needs of their current clients while also reaching into new, growing markets. Services that can already be added to their value proposition include Operator, Enreach Contact, numbering, SIP Trunk and business fiber.

These solutions are well-suited to the needs of telecoms operators, IT consultancies, and enterprise software providers, particularly CRM providers such as HubSpot and Salesforce, as our products can be seamlessly integrated into their existing offerings.

“Our goal in managing this channel is to establish long-lasting, meaningful partnerships. We support our partners in increasing sales and boosting customer loyalty by helping them to expand their portfolio with complementary services in order to strengthen client relationships.”

Carme Poy, Head of Indirect Channel at Enreach

Our competitive advantage is clear: we provide a single platform where partners can activate all services, manage users and tailor the experience with full flexibility. To ensure success, we offer a comprehensive training plan, access to a 24/7 resource portal and full pre-sales and post-sales support.

WANT TO GO FURTHER? JOIN OUR PROGRAMME

La entrada We are launching the partner programme in Spain under the headline: Together, we go further se publicó primero en Enreach ES.

You sit down at your desk, determined to make progress on that important task. You’ve only been focused for 20 minutes when the phone rings. An unknown number. It might be a potential client, so you pick up. It’s a sales call.

You get back to work. You open a document, try to pick up where you left off… and the doorbell rings. A delivery for the office. You get up, take it, and carry on.

You try to refocus, but a colleague stops by your desk to ask something. Two chats are waiting. A meeting in an hour that you can’t reschedule. Then it hits you: it’s 12 noon and you haven’t made it halfway through your work.

While many studies focus on automating repetitive tasks to boost productivity, few address what really gets in the way: distractions. The small interruptions that, added together, cost us more time than we realise.

One researcher who did take the time to study the true cost of these interruptions was Gloria Mark from the University of California. In her study, she found that it takes us an average of 23 minutes to regain focus after each interruption. And we usually try to make up for it by working faster… at the expense of increased stress, frustration, and mental fatigue.

Today, most people have come up with their own methods for getting through urgent tasks—some lock themselves away in meeting rooms to avoid interruptions, others switch to “busy” mode to block out the constant stream of chats and calls.

But what if there were a smarter way to protect your focus?

RETHINKING COMMUNICATION AND COLLABORATION IN 2025

Based on that idea, we’ve created a personal assistant with a clear mission: to help you protect the most valuable thing you have at work—your time.

This is how Shomi was born—an AI-powered assistant integrated directly into Enreach Contact, our communication and collaboration platform that brings together telephony, chat and video calls.

This launch is part of a clear vision: to democratise artificial intelligence and make it available to businesses of all sizes.

A vision recognised this year by consulting firm Frost & Sullivan, who awarded us the Transformational Innovation Leaders 2025 prize.

If you’ve been in the business world for over a decade, you’ll know that business telephony has come a long way. Features like call queues, mobile device integration, call recording or real-time reporting have become the norm.

But some things remained exclusive to large corporations—automations, and since the ChatGPT boom, virtual assistants.

Today, the game has changed, and anyone in any company can now benefit from AI in their everyday work.

WHY IS SHOMI UNIQUE?

Don’t be fooled: Shomi is not just another copilot. It doesn’t take over your screen or act without permission. Its purpose is the opposite.

We named it “show me” because its goal is simple: to help you prioritise tasks and stay focused.

How exactly does it do that?

1. ANSWERING CALLS FOR YOU

When someone rings your extension, instead of dropping everything to pick up, you can activate Shomi.

With a voice as human as yours, it will find out the reason for the call and show it to you—so you can decide whether to answer, hang up, or forward it to a colleague or your voicemail.

2. SUMMARISING KEY POINTS FROM A CALL

If you take the call, you can enable real-time transcription so Shomi can take notes for you while you stay fully engaged in the conversation.

At the end, you’ll receive a summary of the discussion and the next steps. If needed, Shomi can also translate the content and send it to you by email.

3. TAKING NOTES IN FACE-TO-FACE MEETINGS

Like any good personal assistant, you can also rely on Shomi during in-person meetings.

It records and transcribes in real time, and once the meeting is over, you’ll receive a summary in chat with everything discussed and a list of next steps. You can also ask Shomi to translate it and send it to you via email.

4. SUMMARISING YOUR VOICEMAIL MESSAGES

Still checking voicemail manually? Not anymore.

Shomi can summarise all your voicemail messages so you can quickly read them in chat within Enreach Contact—saving you valuable time.

AI THAT EMPOWERS EVERY WORKER

The pressure to “be on top of everything” creates an invisible strain that directly affects our productivity.

Shomi was created to break that cycle. To support workers by helping them stay focused.

When a call comes in, Shomi answers and tells you why they called. If you’re in a meeting, it takes notes and summarises the next steps. If you can’t check your voicemail, it summarises it and sends it to you via chat.

That feeling of having someone by your side, an extra pair of eyes—it’s called peace of mind. Your personal assistant takes care of the daily workload and reduces operational stress.

“With tools like Enreach Contact and Shomi, it’s now possible to streamline daily operations, reduce workload, and help employees focus on higher-value tasks.”

Alfred Nesweda, Managing Director at Enreach

TRY IT NOW ON ENREACH CONTACT

Shomi is already available to all Enreach Contact desktop users until 1st July. What are you waiting for?

La entrada Meet Shomi: the AI for our hosted PBX se publicó primero en Enreach ES.

This new system requires companies to check whether a contact is on the List before sending a commercial message. The good news? With Outbound by Enreach, our telemarketing software automatically detects if a number is blacklisted and excludes it from your campaign.

In this article, we explain exactly what the Stop Ads List is, how it differs from the Robinson List and what you need to do to adapt your campaigns and systems – without complicating things.

• 1. WHAT IS THE STOP ADVERTISING LIST?
• 2. LAWS THAT REGULATE THE STOP ADVERTISING LIST
• 3. ROBINSON LIST VS STOP ADVERTISING LIST
• 4. HOW THE STOP ADVERTISING LIST AFFECTS CONTACT CENTRES
• 5. INDUSTRY RESPONSE: QUESTIONS, COSTS AND CONFUSION
• 6. BEST PRACTICES TO PROTECT YOUR BUSINESS
• 7. IN SUMMARY: BEYOND COMPLIANCE, AN OPPORTUNITY

1. WHAT IS THE STOP ADVERTISING LIST?

The Stop Advertising List is an opt-out system that allows anyone to register and stop receiving commercial communications. It’s free, easy to use and works across multiple channels: phone, email, SMS, direct mail and social media.

WHAT IS IT FOR?

• To protect people’s privacy.
  Reduce spam and intrusive advertising.
  Give people more control over what they receive.
  To help companies run more transparent and respectful campaigns.

If you’re running direct marketing campaigns in Spain, you’re legally required to check this list before contacting someone. Failure to do so could result in fines of up to €20 million or 4% of your annual global turnover.

WHY DID IT TAKE SO LONG TO BE APPROVED?

The AEPD rejected the list three times in 2024 because the initiative’s website was linked to private services, which is contrary to the neutrality expected of this type of system.
Finally, after several adjustments, the list was officially published at the beginning of this year, but with conditions: if it does not serve its purpose, the listing could be withdrawn.

2. LAWS REGULATING ADVERTISING OPPOSITION LISTS

These opt-out advertising lists are regulated by two main Spanish laws:

• Organic Law 3/2018 on the Protection of Personal Data and Guarantee of Digital Rights (LOPDGDD), which specifically regulates the use of such lists in Article 23.
• Law 11/2022 on General Telecommunications, which prohibits unsolicited marketing calls without prior consent in Article 66.1.

Both laws make it clear that if you carry out lead generation campaigns, you must check the opt-out lists published by the AEPD.

3. ROBINSON LIST VS. STOP ADVERTISING LIST

Both lists are complementary. So if you’re planning a campaign, you need to check both. One doesn’t replace the other.

4. HOW THE STOP ADVERTISING LIST AFFECTS CONTACT CENTRES

Now that the new list is in place, you’ll need to review how you manage your processes. Here’s what you need to know:

1. CHECK BOTH LISTS BEFORE MAKING CONTACT

Before you make a call or send an email, you need to make sure that the contact is not on either of the two opt-out lists. This applies whether you’re using your own data or someone else’s list.

2. AUTOMATE TO AVOID ERRORS

When you use our telemarketing software, we make it easy for you: simply upload a file of your contacts and our system will automatically check for matches against your blacklist or any opt-out list.
The result? Those contacts won’t be uploaded to the campaign, so you won’t be contacting people who have opted out. You stay compliant from step one – with no hassle.

3. GET CONSENT BY CHANNEL

It’s not enough to get a general “yes” from the user. You need to know which channel they’ve agreed to (email, phone, WhatsApp, etc.). And if they change their mind, you need to give them an easy way to unsubscribe.

4. TRAIN YOUR TEAM

Your team needs to understand what the opt-out list is, how it works and why it’s important. This will not only help with compliance – it will also improve the customer experience.

5. INDUSTRY RESPONSE: QUESTIONS, COSTS AND CONFUSION

The creation of this list hasn’t gone unnoticed. The AEERC (Spanish Association of Customer Relationship Experts) has expressed concern, and not without reason:

• The Robinson list already exists. Is a second list really necessary?
  Having to check two lists means higher costs and more complexity.
  It increases the risk of errors and penalties.
  It can cause confusion for users who don’t know which list they are on.

The AEPD has left the door open to reviewing the operation of the list in the future. For now, it’s officially published – and it must be respected.

6. BEST PRACTICES TO PROTECT YOUR BUSINESS

Compliance not only protects you legally – it also improves your brand image and customer confidence. Here are some simple but essential tips:

• Always review both opt-out lists before launching a campaign.
  Clearly document the channels to which each user has consented.
  Provide an easy and quick way to unsubscribe.
  Automate opt-out management in your campaign platform.
  Train your agents.
• Stay informed of AEPD updates and regulatory changes.

7. IN SUMMARY: BEYOND COMPLIANCE, AN OPPORTUNITY

The Stop Advertising List is changing the rules – but it’s also a real opportunity to run better, more targeted campaigns.

If you’re working with clean data, targeting a well-defined buyer persona and only reaching users who have actively consented, your results will improve.

And if you’re using a platform that helps you follow these rules effortlessly, it’s even easier.

With our telemarketing campaign platform, Outbound by Enreach, you’ll find a dedicated privacy management section. Here you can upload blacklist files (.csv) and set how long personal data should be stored, helping you to stay fully compliant with GDPR.

Because responsible marketing is possible, easier than it seems – and better for everyone.

GOT QUESTIONS? TALK TO OUR EXPERTS

La entrada Stop Ads List: How it affects your contact centre and how to comply se publicó primero en Enreach ES.

In this new chapter, Sonia joins the Executive Committee to lead the Finance Department. Today we’re proud to share her story, her perspective on the strategic value of finance and the challenges she faces with enthusiasm and commitment in this interview.

Sonia, tell us a little about your background and what led you to specialise in finance. Did you always know this was your path?

I have a degree in economics and business administration. At first I didn’t know that I would end up specialising in finance. I was always attracted to the business world in general, and over time I came to understand the importance of sound financial management within organisations. I realised that it adds real strategic value to companies – and that’s what inspired me to focus on finance.

How did you join Enreach and what have you learnt from your journey with the company so far?

I was drawn to the project from the very beginning. Back then it was called Masvoz, a small business with huge potential for growth – something that has certainly been demonstrated now that we’re part of the Enreach group. Beyond the project itself, the people and the human touch were key to my decision to join.

My journey has been incredibly rewarding: I’ve had the opportunity to witness first-hand the transformation from Masvoz to Enreach, adapting our financial processes to the pace and reporting standards of an international organisation – without losing the closeness and agility that defined our beginnings.

You’ve now taken on the role of head of finance. What does this new position mean to you and what challenges do you anticipate?

For me, this new role is an exciting challenge that will allow me to grow both professionally and personally. It means leading a team and reinforcing the idea that finance is not only operational but also deeply strategic.

“This new role is an exciting challenge that will allow me to continue growing both professionally and personally.”

Sonia Losada

One of the biggest challenges is to highlight the importance of a strong, well-managed finance team and the direct impact it has on a company’s results. I’m also particularly motivated by the opportunity to nurture talent within the team and support people in their professional development.

If you could give one piece of advice to a woman starting out in finance or aspiring to lead a team, what would it be?

I’d say that superwomen only exist in comic books. If you know this is what you want to do and it really motivates you, don’t give up. Sometimes we put unnecessary pressure on ourselves to be perfect in everything. My advice would be to trust your path, let go of perfectionism and never let anyone make you doubt your career aspirations.

At Enreach, a leading provider of business telephony, contact centre software, collaboration solutions and AI, we celebrate her new role and wish her all the best in this exciting chapter.

Thank you, Sonia, for your dedication, your strategic insight and for walking this path with us – with both professionalism and humanity.

La entrada Meet our Head of Finance se publicó primero en Enreach ES.