CRM Processes

In this document we summarize the current processes as part of the RBI CRM Services. This has the objective to map the workflow as of today and identify improvements areas

Agenda

Best Practices

  • Please ensure that RBI (aelleni@rbi.com) is copied in all the communication with the franchisee

  • Please avoid discussing invoicing/financial in front of the franchisee. Any issue with budget, or payment should be discussed separately with agency and RBI only

  • We refer at franchisee requests on deliverables as token. Each deliverable has a “fixed” token value associated. This allows RBI and the franchisee to manage the requests according to the budget dedicated to each market.

  • We can’t disclose data from one market to the other, unless we anonymize the country name or we have received permission

  • On a monthly basis, we should perform a clean up of all the tools:

    • Remove completed items from Monday.com

    • Archive campaigns in Braze that are ended

Tools

Tools

Usage

Tools

Usage

Monday.com

  • Tracking of deliverables status and tokens available

  • Planning of upcoming campaigns

  • Comments or updates are also published in Monday.com

Slack

  • Fast communication (e.g. franchisee is late for a meeting, we want to validate minor points)

  • We should not use Slack when we look for formal approval or confirmation (RBI policy 3 months retention)

Email

  • Primary communication channel for briefing and approvals

WhatsApp

  • Urgent communication only (e.g. issue with a campaign, request of last minute edits).

  • We try to avoid leveraging direct communication channel as much as possible

  • Swich Monday.com > Airtable

  • Create Slack Channel > Caro & Ana

Briefing Process

Step 1 - Brief

The briefing process normally happens over email. The franchisee provides the following inputs:

  • Date for campaign send out

  • Channel (email, push, IAM)

  • Description of the campaign

  • Any applicable incentive

  • Any visual already available

  • Links

  • Reference to existing template from the library that should be reused for the communication

Step 2 - Planning

According to the deliverables, the agency translates the request to Monday.com and defines ETA for the different steps and the Ownerships. Resources are then booked according to the planning.

The steps are:

Task

Owner

Day

Task

Owner

Day

Initial briefing delivered

Franchisee

D+0

Copy

Agency

D+2

Approval Copy

Franchisee

D+2

Deliver Translation

Franchisee

D+3/4

Design V1

Agency

D+5

Feedback

Franchisee

D+5

Design V2

Agency

D+6

Approval Design

Franchisee

D+6

Braze Integration

Agency

D+7

Test Email/Push

Agency

D+7

Approval Email/Push

Franchisee + RBI

D+7

Schedule

Agency

D+7

Go Live

Agency

 

 

image-20240314-144326.png

Regarding emails, we generally distinguish between 3 different email types:

  • Template emails

  • Email from the library

  • Ad Hoc Emails

The effort and expectations are different for each one of those and they are detailed below

Template Email

We have created a standard template, which is made of header, footer, visual, copy, CTA, which can be used for simple marketing campaign. Generally, the franchisee provides the visual (taken from the main marketing campaign) or the product visual and the text (if needed) is added by the agency

 

image-20240314-145740.png

Email from the Library

Once an email is being produced for a market, it is being added to the library and made available to all the other markets. The markets can decide to deploy an email from the library and the expectation is that they will do minimum edits to the email structure (e.g. translation of copy, change of product image and price) but there aren’t major changes in the email design

 

 

Ad Hoc Email

This is a net new email that the agency will produce based on a brief. An ad hoc email constitute of a new creative design of the template and the blocks within the template

 

 

Step 3 - Testing

  • Single emails/push notifications are tested asynchronously. We normally send out a Slack to alert the franchisee that the test email/push is incoming

  • If we are testing the monthly push notifications, we normally test them over a call as it’s more efficient to provide feedback

  • Similarly, if we test journeys (multiple emails) we also hop on a quick call / huddle

Routines

Meeting Name

Attendees

Description

Meeting Name

Attendees

Description

Weekly

RBI, Franchisee, Agency

  • Alignment on weekly priorities

  • Review of the deliverables board

  • Check on Amplitude previous week performances

  • Clarify any doubt or questions on briefs

Monthly

RBI, RBI LT, Franchisee, Franchisee LT, Agency (+LT)

  • Review performances of previous month (success, failures and learning)

  • Align next steps

  • Inspirational (other markets, brands)