The genesis
In a context where customer acquisition costs is skyrocketing, retention is a major challenge. Recognising that traditional customer satisfaction measurement tools, such as NPS, are often insufficient (only 7% of respondents on average, according to McKinsey) and biased by the over-representation of dissatisfied customers, the start-up Actionable has developed a predictive analytics solution for customer loyalty. Founded in April 2024 by Nicolas Rieul (President of Alliance Digitale, former C.E.O. France and Southern Europe at Criteo) and Nans Thomas (former C.P.O. at Innovorder and C.P.T.O. at Agroleague), the service uses proprietary algorithms and machine learning to identify dissatisfaction among silent customers, who do not respond to customer surveys. The technology detects correlations between causes of friction (like a delivery method or choice of carrier) and identifies tipping points that could cause a breakdown in customer relations. These insights, which can be directly activated or acted upon, enable brands and retailers to adjust operations, whether in-store, online or in terms of logistics, to reduce the risk of customer loss (churn).
Actionable start-up detects correlations between causes of shoppers’ friction and identifies tipping points that could lead to a breakdown in customer relations
The key figures
When questioned by mind Retail, Nicolas Rieul did not specify the start-up’s turnover for a first year.
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.