Paris startup Actionable raises $10M to take its predictive customer experience engine to the US

Actionable, the Paris startup, has raised $10 million to push its customer-experience platform into the US. Hi inov led the round, and existing backer Axeleo Capital put more money in. The company says the real target isn’t more dashboards. It’s decisions.

That’s the pitch Nicolas Rieul has been hearing the industry miss for years: companies can see that satisfaction or revenue is slipping, but the data often stops at the warning sign. Actionable was founded in April 2024 to close that gap. Rieul, who previously held management roles at Criteo and later chaired Alliance Digitale, teamed up with Nans Thomas, whose background includes Innovorder and Wino, to build a system that turns raw operational data into customer scores a business can actually act on.

The platform goes beyond surveys, which only cover 3% to 5% of customers, according to the company. It ingests raw inputs such as till receipts, call centre logs and delivery times, then converts them into a Common Customer Data Model for each industry. From there, it scores every customer on churn, satisfaction, complaint risk and repeat purchase, with explanations attached. Thomas says the hard part wasn’t adding an LLM on top of a warehouse. It was making sense of hundreds of tables and in-house definitions without mangling the business context.

Actionable spent two years building those industry-specific models. One example is Carrefour, where the company says waiting six minutes and twelve seconds at a click-and-collect counter starts to hurt Net Promoter Score. Another is OUIGO, SNCF’s low-cost rail service, where the system predicts satisfaction and can trigger goodwill actions before a complaint forms. The company says Carrefour saw a sevenfold return on CRM targeting, while OUIGO recovered the platform’s cost within weeks. It also points to case studies showing an extra €180,000 in revenue and a 53-point NPS lift over six months among previously dissatisfied customers.

The timing is interesting. Customer-experience software is a big market already, and most of the money still goes to survey and feedback tools like Qualtrics and Medallia. Actionable’s plan is to hire in product, engineering and sales, then expand into the US through reseller partners instead of building a direct sales team right away. That’s a sensible move for a small French startup trying to convince enterprises that the useful layer is not more measurement, but actual instruction.