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a. What are the pain points with the current agency?
Automation: most of the briefing / approval is done via email (which is time-consuming and can lead to misunderstanding/mistakes)
Ownership/trust: we need to test, end to end, all the journeys and communication (including push notifications) to ensure that there are no mistakes.
Lack of guidance: we expect to have inspiration and support (as RBI) when we craft our vision and strategy for our brands and market. We look for a partner more than pure execution. We are looking to enhance our strategy based on your experience with other clients
Ongoing optimization: we were “forcing” A/B tests more than having a natural plan of optimization
b. What are the pain points RBI has with the markets?
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The ideal scenario is to have a fully automated process (from briefing, to campaign deployment):
Briefing has standard field to be filled
Campaign type (always on, ad hoc)
Is it from an existing template or from the library?
Date
Concept
A/B test
The agency provides copy & design proposal
The comments & approval process is consolidated in the tool
Once approved, the template is pushed to Braze
The agency test the template and share it with the client only once the internal QA is finished
During the weekly, we review the performances to spot any insights
Note: this should be a proactive action from the agency side
The lifecycle is deployed in a standardized way across the markets. We should have 1 vision for CRM, and the items to localize should be limited to:
Timing (e.g. churned guest in CH is after 30 days, in DE after 20)
Incentives (e.g. free sandwich in CH, points in DE)
Visuals & Translation
We have a centralized repository for:
our assets (ideally, a library that is filtrable by market or topic and can be accessed by our clients)
our insights
We have a structured and standardized template for performance reporting, differentiating
Monthly meeting
Quarterly meeting
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