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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
  • Data Q&A

  • 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

Currently, once approved, the content is sent by the franchisee to translation in an excel file to their local agency. This is another part of the process we could aim to improve: once the asset is approved, can the agency be automatically notified & provide translation of the content directly in the tool?

  • 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 (A/B test results)

  • We have a structured and standardized template for performance reporting, differentiating

    • Monthly meeting

    • Quarterly meeting

    • Note: we should try to simplify reporting to make a clear connection with sales impact

Resources

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