CASE STUDY

Transforming customer service at EROSKI with Dynamics 365, generative AI and true omni-channeling

The Challenge

In a context of digital transformation and with a customer service ecosystem distributed among multiple agencies, Eroski faced the challenge of offering a homogeneous, efficient and traceable customer experience. The coexistence of different systems, service channels and disconnected tools generated operational inefficiencies, lack of real-time visibility and difficulties to evolve towards a model focused on data and experience.

In addition, the growth of channels such as WhatsApp and social networks, along with new consumer expectations, demanded a platform that not only integrated touch points, but also brought operational intelligence and autonomy to the teams.

The Journey

From Axazure we have accompanied Eroski in the complete redesign and modernization of its customer service ecosystem, implementing a solution based on Microsoft Dynamics 365 Contact Center, with omnichannel integration, generative AI functionalities and a new governance logic for daily operations.

The project has involved the transformation of its customer service model through several key pillars:

Implementation of a unified CRM (Dynamics 365) that centralizes the management of cases, interactions and customer data in real time, regardless of the channel used (telephone, email, WhatsApp, web…).
Progressive integration of the various external Contact Centers (Lanalden, etc.) within a single environment, ensuring traceability, unified indicators and operational control.
Deployment of a real omnichannel model, where all conversations and customer data are managed from a single interface, with continuity between channels and without duplication of efforts.

Activation of generative AI functionalities with Copilot, enabling automatic generation of conversation summaries, response suggestions and sentiment analysis, improving productivity and quality of service.
Design of a quantitative and qualitative KPI model, aligned with the new system and capable of measuring improvements in supervisor autonomy, operational efficiency, speech unification, data access or customer satisfaction.

The Arrival

Azucena Gallardo (Responsable SAC – Eroski)

“At Eroski, we firmly believe that people make the difference. And when we use technology to improve their lives, the result is a service that is more agile, more human and connected to what really matters: making the people who visit us every day happy.

We continue working with enthusiasm, because behind every call, every message or every interaction, there is a story, a need… and above all, a relationship to take care of.

And with this project, we have not only achieved a robust and complete infrastructure, but it will allow us to innovate and become more efficient and offer our customers a differential experience.

Thanks to the professionalism, support, proximity and proactivity of Axazure, we have lived this project with great enthusiasm and confidence in the result.”

Thanks to this project, Eroski has made a qualitative leap in the way it operates its customer service. Among the most outstanding benefits:

Complete, real-time visibility of all customer services, regardless of agency or channel.
Empowerment of supervisors, who can now configure queues, access data and monitor without relying on IT.
Reduced post-call time thanks to automatically generated summaries with generative AI.
Improved consistency and quality of responses thanks to the integration of templates and automated flows.
Readiness to scale to new channels such as social media, bots or knowledge management.

With Dynamics 365 at its core and the support of Axazure as a technology partner, Eroski now has a modern, flexible platform that is ready to evolve. A differential technological and organizational model in the retail sector, which puts the customer and data at the center of the experience.

CONCLUSION

Eroski’s customer service transformation is an example of how technology, methodology and vision can converge to create a smarter, more efficient and future-proof customer relationship model.

From Axazure we will continue to accompany Eroski in the incorporation of new capabilities (such as WhatsApp, conversational AI or knowledge assistants) and in the continuous evolution of its customer service model with a focus on experience and data.