- Actionable has raised $10 million in a funding round led by Hi Nov to provide customer scoring that goes beyond traditional survey samples.
- Carrefour achieved a return on investment seven times greater than expected, and OUIGO managed to recover its launch costs just a few weeks after the platform launched.
- The startup, based in Paris, currently provides mapping services to 117 million consumers and to companies including Carrefour, SNCF, and Engie.
For 15 years, Nicolas Rieul has attended meetings where the dashboards showed a decline in satisfaction or revenue, leading to discussions but no action. That is what he is now working on in his career.
The startup Actionable, based in Paris, raised $10 million in a funding round led by Hi inov, with Axeleo Capital, an existing investor, increasing its stake. The company has developed a platform that assesses each customer’s likelihood of quitting, complaining, or making repeat purchases and provides explanations for these assessments, rather than relying solely on survey responses.
“The measurement existed. The granularity a decision needs did not. That is the layer we built,” said Rieul, co-founder and co-CEO.
How a Monday meeting sparked the idea
Rieul took on management positions at Criteo, eventually assuming responsibility for its European operations, and then served as chairman of Alliance Digitale, the French digital industry group, before co-founding Actionable in April 2024.
His co-founder, Nans Thomas, had been the chief product officer at Innovorder and had developed and sold Wino, a platform for independent retailers.
One of the founders continually encountered the same unanswered question, while the other had experience in developing solutions for it. The issue is that customer satisfaction surveys cover only 3 to 5% of customers, and most predictive marketing tools rely solely on transaction and CRM data, failing to account for operational events.
Actionable accepts clients’ raw data, such as till receipts, call centre logs, and delivery times, and converts it into a Common Customer Data Model specific to each industry. The platform then assigns scores to all customers based on four factors: churn, satisfaction, complaint risk, and repeat purchase.
“Putting an LLM on top of a data warehouse is not enough: without business context, an AI reads raw tables very badly. The hard part is turning hundreds of tables and in-house definitions into a customer model a machine can use without getting it wrong. That is what we spent two years building, industry by industry,” added Thomas, co-founder and co-CEO.
Two years spent building industry-specific data models
The reconstruction process lasted two years. In the case of Carrefour, it was discovered that after six minutes and twelve seconds of waiting at a click-and-collect counter, the Net Promoter Score declines.
As a result, each store now monitors this metric, which has led to a sevenfold return on investments in CRM targeting. With regard to OUIGO, SNCF’s low-cost rail service, the system forecasts each passenger’s level of satisfaction and sends goodwill measures before any negative experience develops into a complaint.
According to the company, the additional revenue was paid for the platform within just a few weeks. The case studies report an additional €180,000 in revenue and a 53-point increase in NPS among customers who had previously been dissatisfied over a six-month period.
Market competition and what’s next
The market for customer experience management was worth $22.35 billion in 2025 and is expected to rise to $84.22 billion by 2034. Currently, the majority of spending is directed towards survey and feedback platforms such as Qualtrics, which SAP sold to Silver Lake and CPP Investments for $12.5 billion in 2023, and Medallia, which was purchased by Thoma Bravo for $6.4 billion in 2021.
The $10 million investment follows a €2 million pre-seed round in September 2024, bringing Actionable’s total funding to around $12.3 million.
Axeleo, which also invests in the fintech company Triver and the materials startup BIOWEG, is increasing its stake in the company alongside Hi inov, the new lead investor that has previously supported data infrastructure firms such as Covalo.
Actionable will use the funds to hire in product, engineering, and sales, and to expand into the US market via reseller partners rather than by setting up its own direct sales team at this stage.
“Value is moving from collecting data to intelligence. Enterprises still pay heavily to store and to measure data, when what is missing is the layer that explains and proposes a plan of action, for
teams and for AI systems alike. Actionable owns that layer on customer data, and that is an asset no enterprise outsources,” said Valérie Gombart, co-founder and CEO of Hi inov.
For the last 10 years, enterprises have invested heavily in storing and measuring customer data. It is still unclear whether they will go to a two-year-old French startup for actionable insights or wait for more established companies, such as Qualtrics or Medallia, to provide similar features, even after this funding round.
