Eroski has renewed its customer service model, thanks to the implementation of Microsoft Dynamics 365 Contact Center and Copilot’s artificial intelligence, integrated with its own agents in the workflow.
The cooperative has unified operations that were previously distributed among several systems and agencies, creating a clearer environment for agents and more coherent for the client. This change has allowed each interaction to arrive with greater context, an advance that has a positive impact on both the quality of the service and the trust of the teams.
With more than 27,000 employees, almost 6 billion euros in revenue and an ecosystem that includes Eroski, Caprabo, Forum Sport and more than 1,500 physical and digital establishments, the operation was not simple, despite the need to operate in a unified manner.
Staff were working with multiple screens and tedious manual processes that added complexity to their daily lives. The integration of voice, emails, instant messaging and social networks into a single system had become an urgent need to offer a close and homogeneous relationship with the customer. Under this context, in February 2025, Eroski began a progressive deployment that allowed new tools to be incorporated without interrupting daily operations.
Copilot agents accompanying
Axazure, a Spanish Microsoft partner specialized in AI Business Solutions, provided a multi-level architecture that became the basis for building a more efficient service model. Based on this structure, a family of Copilot agents was developed, internally renamed KIRO, designed to accompany teams in tasks that previously required a lot of time and manual review.
These agents, based on artificial intelligence, automate and support different day-to-day operations, each with a specific role:
• Eroski Responds, which proposes responses to reviews left by customers.
• Eroski Gathers, designed to support the management of calls and meetings of the steering committee.
• Eroski Alertin charge of activating protocols for food alerts, with notices in Dynamics and IVR messages.
• Eroski Supervises, oriented to continuous monitoring of KPIs and SLAs.
• Eroski Updates, which facilitates assisted updating of personal data.
• Eroski Empathizes, focused on analyzing the warmth and feeling of customer interactions.
The incorporation of Microsoft Dataverse—the business data platform for Copilot—as a single source of data within Power Automate has been key to making these improvements noticeable from day one.
Results that mark the company’s path
In its first week, the new Contact Center managed 2,715 interactions, maintaining a service level of 90% from the first days. Professionals now work more fluidly and the administrative burden has been obviously reduced. The indicators show clear progress: an increase of more than 10% in productivity, a 10% reduction in average operating time (AMT) and a 20% decrease in manual supervision tasks.
Additionally, first contact resolution has grown by more than 15%, interagency transfers have decreased, and post-call time has been significantly reduced. Sentiment analysis confirms that the majority of conversations maintain a positive tone, reflecting a natural dialogue between customer and organization.
“This transformation simplifies the day-to-day life of our teams and helps us be closer to the customer who buys from us, which is what really matters,” says Azucena Gallardo, head of EROSKI’s SAC.
The Microsoft ecosystem, a key piece for Eroski
The project has had constant support from Microsoft since March 2024, with technical support, financing and good practices that have accelerated Eroski’s digital transformation. Axazure has led the integration of channels, the development of Copilot agents and the enablement of advanced dashboards in Power BI, which offers a deep reading of the voice of the customer. The result is a stable, predictable operating model aligned with the needs of the cooperative.
Axazure has led the integration of channels, the development of Copilot agents and the enablement of advanced dashboards in Power BI
“In a sector as competitive and service-oriented as ours, having a leading technology partner makes the difference. Collaboration with Microsoft has allowed us to accelerate our transformation and build a more intelligent, agile and human service model. Together we are laying the foundations for a new standard of excellence in customer experience, where artificial intelligence and unified operations become a fundamental pillar for the growth of our organization,” adds Gallardo.
Eroski is already working on the next steps. By 2026, it plans to expand the use of instant messaging to reach new business scenarios, integrate social networks directly into Microsoft Dynamics 365 and reinforce the analytical capabilities of Copilot KIRO agents with more advanced interpretation and automation models.
Refactoring of its data and BI layer will also be carried out to improve performance and scalability. These lines of work consolidate a new way of relating to their clients and their own teams, relying on Microsoft technologies to offer agile, close and sustainable service over time.
