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This document summarizes the notes & achievements of the onboarding week with Accenture. On top of that, we can use this document as a reference for future onboarding of Accenture employee

Agenda

MONDAY - APRIL 29

Time BR

Time ZH

Agenda

Detail

Who

10 - 10:30

3.00 - 3:30

Kickoff

Teams presentation (both ACN and RBI), transition timeline review;

All ACN + RBI management teams

10.30 - 11:30

 3.30 - 4.30

Brand Immersion - BK

RBI presentation of brand guidelines and creative strategy for CRM

ACN creative +RBI creative teams

12.00 -13.00

6.00 - 7.00

Brand Immersion - BK

RBI presentation of brand guidelines and creative strategy for CRM

ACN creative +RBI creative teams

 

 

 

 

 

TUESDAY - APRIL 30

Time

 

Agenda

Detail

Who

11.30 - 12.30

4.30 - 5.30

Processes Immersion

Processes deep dive - accenture management team assessment/ questions after 1st analysis

ACN management + RBI management teams

10.00 -11.00

3.00 - 4.00

Brand Immersion - FH

RBI presentation of Figma files/current templates, copy and content blocks;

ACN creative +RBI BK creative teams

12.30 - 13.30

5.30 - 6.30

Data/Tech Immersion

Data deep dive - accenture data team assessment/ questions after 1st analysis

ACN analytics and operation +RBI data analytics teams

 

 

Hold - timing for agenda alignments for last two days

ACN management + RBI management teams

 

 

 

 

 

THURSDAY - MAY 2nd

Time

 

Agenda

Detail

Who

11 - 1.30

5 - 6.30

Data/Tech Immersion

RBI overview of Braze  - current journeys and setups + new guidelines

ACN analytics and operation +RBI data analytics teams

 

 

 

 

 

FRIDAY - MAY 3rd

Time

 

Agenda

Detail

Who

9.30 - 10.30

2.30 - 3.30

Immersion Summary

Accenture presentation to validate general understanding of the program, processes and challenges, as well as preview of new workflows to be developed during the following week.

ACN management + RBI management teams

8-9.30

1-2.30

Braze

Journeys Set u p

Team

Accenture:

image-20240429-130942.png

RBI:

Name

Email

Role

Teodoro Ornelas

tornelas@rbi.com

Sr. Director, Guest Engagement, EMEA

Javier Echeverria

jecheverria@rbi.com

Sr. Director, CRM, Loyalty & Digital Growth

Anna Elleni

aelleni@rbi.com

Sr. Manager, CRM

Manuel Rodriguez

mrodriguesdasilva@rbi.com

Manager, Conversion, EMEA

Luke Fisher

lfisher@rbi.com

Product Manager, Data

Adolfo Watanabe

Meetings

image-20240429-132436.png

Notes

Session 1 - Data Immersion

  • Amplitude Access

Access has been provided as “viewers to the below email addresses”

  • Braze Access

Access has been provided as with dedicated Agency permission (no publishing rights, data export etc)

  • List of most used attributes
  • Share data library
  • Test flight app (requested)

Brand Immersion (BK)

  • Confirm global meeting
  • Share figma
  • Share shelf access (BTD)

Immersion Processes - Day 2

  • Share FHS Figma file: https://we.tl/t-TukDYwPxOg
  • Share confluence access
  • Create teams chat
  • Share taxonomy and nomenclature
  • Confirm if we can use Slack

Data Q&A - Day 2

  • Create a channel
  • Top 5 issues we are experiencing and they could help us with

  • Events are color coded according to the source (if they are FE or BE).

  • All the events got to mParticle we use mParticle API to send events to Amplitude

  • Our app is a web app so we can track the same events we have on web

  • The RBI Cognito ID we have on AWS can merge FE & BE

Day 3 - Immersion

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?

  • Ongoing tension between localization & scalability

  • Ongoing tension with having briefing and assets received on time

  • Planning: currently we plan 2 weeks at the time, it’s difficult to have a comprehensive view of what we want to achieve my quarter for example

c. What is the ideal scenario?

  • 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

Q&A

  • Ways of working and tools definition?
  • Documentation?

Resources

  • No labels