The relationship between Leroy Merlin and Intelcia has been strengthened over more than seven years of strategic collaboration, marked by trust, innovation and a common goal: creating environments where people can live better and offer better customer experiences. Since the beginning of the relationship, both companies have worked hand in hand to build a customer service model that is close, agile and aligned with the values of quality and sustainability that characterize Leroy Merlin.
During these years, Intelcia has evolved from being an operational provider to becoming a key strategic partner in the transformation of the customer experience model. The shared path has been full of milestones that reflect the maturity of this alliance: the consolidation of a customer-oriented multichannel service, the incorporation of agile methodologies in operational management, the digitalization of quality processes and the introduction of advanced analytics as a basis for decision making. This process of joint evolution has allowed both organizations to develop a shared culture of learning, innovation and continuous improvement.
In this context, Evoluciona, the group’s innovation and advanced analytics unit, specialized in artificial intelligence, automation and the development of value solutions, has been a fundamental catalyst for Leroy Merlin to incorporate new technologies in the management of its customer relationship, promoting efficiency, personalization and predictive analysis. Through joint projects, both companies have demonstrated that applied innovation, when combined with business knowledge, can radically transform the customer experience.
The most recent challenge arises around one of the key indicators of the retail sector: the Net Promoter Score (NPS), an indicator of customer satisfaction and loyalty that measures how likely it is that a person will recommend a brand, product or service to others. Until then, NPS was calculated in a traditional way, through surveys of a limited portion of customers, which offered a partial and reactive view of satisfaction. Leroy Merlin and Intelcia set out to go one step further: predict each customer’s NPS before they complete a survey, leveraging artificial intelligence and the power of real conversations with customers.
This is how the project was born. Predictive NPSa pioneering case that combines generative AI technology, natural language processing and voice analytics, and which positions Leroy Merlin as a benchmark in customer-oriented innovation.
The solution: Generative AI applied to NPS
The project consisted of evolving the Speech Analytics model already implemented into a more advanced solution, based on generative artificial intelligence and language models (LLM). This evolution allowed millions of customer conversations to be analyzed to identify satisfaction patterns, NPS prediction, and root causes of dissatisfaction. The solution integrates all customer interactions—voice, chat, email, forms, and other digital channels—into a unified knowledge base. Based on this, AI models interpret content, context and emotional tone, extracting insights and predictions in real time. The tool allows not only to anticipate customer behavior, but also to generate predictive alerts to act before a negative experience occurs.
Evoluciona by Intelcia played a key role in the design of this technological architecture, combining data engineering capabilities, language science and customer management experience. His team developed models calibrated with real data from
surveys, guaranteeing high accuracy in NPS prediction. The result was a living tool, in continuous improvement, that transforms the voice of the customer into actionable knowledge. As Miguel Rivert, Director of Customer Care at Leroy Merlin, explains, “andThis project allows us to go from measuring to anticipating satisfaction. Thanks to Predictive NPS we are able to listen to the customer’s voice in real time and develop actionsthatreinforcethequalityandthepersonalizationoftheexperienceineachpoint of contact”.
Implementation and methodology
The deployment of the project was carried out following an Agile methodology, structured in iterative cycles that allowed for rapid progress, incorporation of learning, and adjustment of predictions based on actual results. The approach was collaborative from the beginning: the Leroy Merlin, Intelcia and Evoluciona teams worked together to ensure that the technology responded to real business needs.
The first phase focused on diagnosis: analyzing existing processes, care flows and satisfaction indicators. From there, an action plan was designed that included the development of the predictive model, data integration and validation of results. The model was trained with historical NPS data and customer conversations, which allowed correlation patterns to be established between the language used and the level of satisfaction.
During the development phase, Evoluciona applied advanced natural language processing (NLP) and machine learning techniques, combined with the calibration of specific prompts to interpret emotions, themes and root causes. The model was subjected to continuous accuracy testing, achieving an 85% correlation between AI predictions and actual survey results.
As the project matured, multiple adaptations and functional evolutions were incorporated that strengthened its robustness and scalability. Among them stand out:
- Visibility and prediction of NPS by store, through an interactive map with key indicators, which allows each point of sale to know its performance and areas for improvement.
- The creation of a temporal monitoring of the evolution of the NPS and its root causes, facilitating corrective actions based on data.
- The automation of the close the loop process, integrating key indicators that streamline feedback with the teams.
- The incorporation of metadata from predictive interactions, providing additional information for a deeper analysis.
- The organization of the report by teams and leaders, so that each Team Leader can manage the NPS and its root causes by agent or group.
- New functionalities in temporal filters, which improve the precision of strip analysis.
- And continuous technological adaptation, evidenced in the successful migrations from Tiphone to Genesys and from Dynamics to Zencare, without affecting the continuity of the service or the accuracy of the model.
These evolutions consolidated the lively and adaptable nature of the project, guaranteeing its alignment with the technological and operational changes of the business, and reinforcing its role as a strategic tool for continuous improvement. According to Mario García Lainez, Director of Applied AI Solutions at Evoluciona, “Thanks to this approach, the project evolved organically, allowing innovationtechnologicalHEwill integrateofmannernaturalso muchintheoperationaldailyas in the culture of the organization.”
Results obtained
The results of the project were immediate and measurable, both in terms of impact on customer experience and internal efficiency. LEROY MERLIN managed to transform its NPS management model, going from a reactive approach to a predictive and proactive one.
Among the most notable achievements are:
- Increase of +1.5 points in brand NPS, thanks to the early detection of possible detractors.
- Full coverage (100%) of audited interactions, compared to the usual 5% in manual processes.
- Reduction of reaction time by 40%, allowing problems to be acted upon before they impact satisfaction.
- Improvement in retention and loyalty rates, by managing the causes of dissatisfaction in advance.
- Optimization of operational load and increase in productivity, by automating review and analysis tasks.
In addition to the quantitative data, the project generated valuable learnings. The massive analysis of conversations allowed us to discover new satisfaction factors and areas for improvement that were not visible before. For example, the importance of the tone of attention or emotional management during incidents were identified as determining elements in customer perception.
During the migration to Zencare, when the surveys were temporarily inactive, the predictive model made it possible to maintain control of the customer experience, demonstrating its robustness as a continuous measurement tool even in contexts of technological change.
Human and cultural impact
The impact of the project transcended technology. It meant a profound change in the way of working, thinking and relating to the client. A reskilling program was developed through Evoluciona that provided the teams with new digital and analytical skills, transforming operational profiles into hybrid professionals with strategic vision.
Teams moved from analyzing historical data to managing in real time, increasing agility and a sense of shared responsibility. AI has become an everyday ally: an empowerment tool that allows us to anticipate problems, act with precision and measure the impact of each action. According to Gema Vega of Intelcia, “andThe project promoted a true culture of transversal collaboration. Areas that previously worked independently—such as customer service, quality, marketing, and operations—began to share goals, metrics, and a common language. Knowledge stopped being an isolated resource and became a shared asset. serviceof the customer”.
The project also strengthened the alliance between Leroy Merlin and Intelcia, consolidating a relationship model based on trust, continuous innovation and the common purpose of placing the customer at the center.
