WEBVTT 1 00:00:00.654 --> 00:00:02.674 [music] 2 00:00:03.439 --> 00:00:05.560 In today's episode: AI applied to 3 00:00:05.560 --> 00:00:07.080 franchises, from operations 4 00:00:07.080 --> 00:00:10.319 to expansion. 5 00:00:11.135 --> 00:00:12.120 [music] 6 00:00:12.120 --> 00:00:14.360 Hello, welcome to the XMACNA podcast. 7 00:00:14.360 --> 00:00:16.840 I'm Gustavo Fechus, and I have the 8 00:00:16.840 --> 00:00:18.160 pleasure of talking with Lucca 9 00:00:18.160 --> 00:00:21.119 Carvalho and Rodrigo Simões about the 10 00:00:21.119 --> 00:00:23.880 implementation of artificial intelligence 11 00:00:23.880 --> 00:00:26.279 in business. What is it for? How does it 12 00:00:26.279 --> 00:00:29.519 work? What solutions does XMACNA already 13 00:00:29.519 --> 00:00:31.759 offer, especially for a market segment 14 00:00:31.759 --> 00:00:34.600 that faces difficulties 15 00:00:34.600 --> 00:00:36.160 that we’re going to talk about 16 00:00:36.160 --> 00:00:38.360 here today. And Rodrigo, I’d like your 17 00:00:38.360 --> 00:00:41.440 thoughts first about 18 00:00:41.440 --> 00:00:44.200 customer service, right? The first 19 00:00:44.200 --> 00:00:46.559 thing when we talk about sales, 20 00:00:46.559 --> 00:00:48.039 isn’t it true? This effort so 21 00:00:48.039 --> 00:00:51.320 important for every business is to 22 00:00:51.320 --> 00:00:54.079 greet the lead well, quickly, and 23 00:00:54.079 --> 00:00:56.920 properly, in the tone of the brand. And 24 00:00:56.920 --> 00:01:00.199 the lead, right? That gets more and more 25 00:01:00.199 --> 00:01:02.079 expensive to get, right Lucca? In the right place, 26 00:01:02.079 --> 00:01:05.080 we've been seeing these difficulties 27 00:01:05.080 --> 00:01:07.759 right now, not only in 28 00:01:07.759 --> 00:01:10.479 digital marketing, but in all the traffic 29 00:01:10.479 --> 00:01:14.159 of people in digital environments. 30 00:01:14.159 --> 00:01:17.439 Once the lead is there, 31 00:01:17.439 --> 00:01:19.240 Received the next day, it seems to me. 32 00:01:19.240 --> 00:01:21.640 Very counterproductive, right, Rodrigo? 33 00:01:21.640 --> 00:01:23.079 Tell me a bit about that, please. 34 00:01:23.079 --> 00:01:25.360 Because I wanted to bring up some applications. 35 00:01:25.360 --> 00:01:28.000 Of AI for many different businesses, 36 00:01:28.000 --> 00:01:29.759 but it seems you have a 37 00:01:29.759 --> 00:01:31.119 perspective to share with 38 00:01:31.119 --> 00:01:31.600 us. 39 00:01:31.600 --> 00:01:34.240 Yeah, Gustavo, I think like this, you kind of 40 00:01:34.240 --> 00:01:35.920 have already asked and answered 41 00:01:35.920 --> 00:01:38.399 this issue, right? It's about speed of 42 00:01:38.399 --> 00:01:39.759 service, I mean, serving quickly 43 00:01:39.759 --> 00:01:41.079 and serving well, because there’s no point 44 00:01:41.079 --> 00:01:43.799 in serving fast but serving poorly, right? So, 45 00:01:43.799 --> 00:01:45.439 the issue is to serve quickly and well 46 00:01:45.439 --> 00:01:46.719 that’s the premise. And it doesn’t matter if 47 00:01:46.719 --> 00:01:48.280 the service in this case is in person 48 00:01:48.280 --> 00:01:50.200 or remote, because you need 49 00:01:50.200 --> 00:01:51.520 to guarantee that. Does anyone here like 50 00:01:51.520 --> 00:01:53.680 to stand in line to be attended 51 00:01:53.680 --> 00:01:55.640 in person? I guess not, right? 52 00:01:55.640 --> 00:01:56.240 Nor online. 53 00:01:56.240 --> 00:01:58.119 Nor online. Exactly. Today we have 54 00:01:58.119 --> 00:02:02.079 a scenario where service is 55 00:02:02.079 --> 00:02:06.320 remote, it’s predominant, okay? And then 56 00:02:06.320 --> 00:02:09.200 it's interesting because the customer on 57 00:02:09.200 --> 00:02:11.840 this end grabs their phone and 58 00:02:11.840 --> 00:02:14.040 can quickly reach two, 59 00:02:14.040 --> 00:02:16.519 three, four, five different service providers. 60 00:02:16.519 --> 00:02:18.680 Personally, as a 61 00:02:18.680 --> 00:02:20.640 It's the customer, even when I have to 62 00:02:20.640 --> 00:02:22.879 look for a service, my 63 00:02:22.879 --> 00:02:26.879 basic premise is: I only reach out if 64 00:02:26.879 --> 00:02:29.280 there’s WhatsApp, I won’t call anymore. And 65 00:02:29.280 --> 00:02:31.080 naturally I use WhatsApp. 66 00:02:31.080 --> 00:02:32.760 Whoever answers me first and 67 00:02:32.760 --> 00:02:35.400 better gets ahead, right? Better. 68 00:02:35.400 --> 00:02:37.319 First and best. Exactly. Well, 69 00:02:37.319 --> 00:02:39.000 so where am I getting at? I 70 00:02:39.000 --> 00:02:40.640 want to, as I said, I think you asked 71 00:02:40.640 --> 00:02:43.000 the question and the answer. We, 72 00:02:43.000 --> 00:02:44.800 we could bring numbers here, right? 73 00:02:44.800 --> 00:02:46.959 I think it's well established, right? The 74 00:02:46.959 --> 00:02:48.920 conversion efficiency when you 75 00:02:48.920 --> 00:02:51.239 answer fast and better. But I wanted 76 00:02:51.239 --> 00:02:52.519 to bring another perspective that isn’t 77 00:02:52.519 --> 00:02:54.120 common to find if you just Google it, 78 00:02:54.120 --> 00:02:55.680 which is this view of how 79 00:02:55.680 --> 00:02:58.000 the customer behaves. And 80 00:02:58.000 --> 00:02:59.400 the customer acts this way. They are 81 00:02:59.400 --> 00:03:01.120 messaging you, but also 82 00:03:01.120 --> 00:03:02.480 messaging your competitor 83 00:03:02.480 --> 00:03:04.440 too. And whoever is faster, 84 00:03:04.440 --> 00:03:06.799 more efficient, serves better, increases 85 00:03:06.799 --> 00:03:08.400 the chance of converting that client. 86 00:03:08.400 --> 00:03:11.799 There’s an aggravating factor if we think 87 00:03:11.799 --> 00:03:14.680 about the last 15 or 20 years of, 88 00:03:14.680 --> 00:03:17.440 digital marketing. I mean, I say this, 89 00:03:17.440 --> 00:03:20.000 with confidence because I was 90 00:03:20.000 --> 00:03:21.840 marketing director. 91 00:03:21.840 --> 00:03:24.840 For a long time, 92 00:03:24.840 --> 00:03:27.000 part of the funnel process 93 00:03:27.000 --> 00:03:29.480 in marketing was to create friction, because I 94 00:03:29.480 --> 00:03:31.400 wanted to separate the wheat from the chaff. Since 95 00:03:31.400 --> 00:03:33.040 I don't have enough people to serve everyone, 96 00:03:33.040 --> 00:03:35.400 I can't let everyone 97 00:03:35.400 --> 00:03:36.959 reach my salesperson. My 98 00:03:36.959 --> 00:03:40.680 salesperson is limited, he only works 99 00:03:40.680 --> 00:03:43.519 during working hours, he sleeps during 100 00:03:43.519 --> 00:03:44.920 sleeping hours, he eats at meal times 101 00:03:44.920 --> 00:03:47.519 because he's human and time 102 00:03:47.519 --> 00:03:49.560 for him is very valuable, because that's what 103 00:03:49.560 --> 00:03:53.040 he sells to survive, right? 104 00:03:53.040 --> 00:03:54.400 He sells his time. That's what we all 105 00:03:54.400 --> 00:03:55.640 do, right? We sell our 106 00:03:55.640 --> 00:03:56.519 Time, which is the only thing we 107 00:03:56.519 --> 00:03:58.799 can't buy back. So, 108 00:03:58.799 --> 00:04:00.439 it's very important or it was very 109 00:04:00.439 --> 00:04:03.200 important for me to create friction in a 110 00:04:03.200 --> 00:04:06.239 controlled way so that on a landing page, 111 00:04:06.239 --> 00:04:08.959 in a form, somewhere, 112 00:04:08.959 --> 00:04:11.959 where the less interested people would 113 00:04:11.959 --> 00:04:14.439 be too lazy to answer, and we 114 00:04:14.439 --> 00:04:16.959 would go, or even if even more 115 00:04:16.959 --> 00:04:19.040 interested, but if it's already us 116 00:04:19.040 --> 00:04:21.040 we can notice there if this guy 117 00:04:21.040 --> 00:04:23.440 fits the ideal client, if he is a 118 00:04:23.440 --> 00:04:25.080 client for our business, for our 119 00:04:25.080 --> 00:04:27.720 service. So, I was then forced 120 00:04:27.720 --> 00:04:29.639 to make this client's life harder to 121 00:04:29.639 --> 00:04:31.440 to ensure that only the best would reach the 122 00:04:31.440 --> 00:04:33.199 end of the funnel. Look how 123 00:04:33.199 --> 00:04:35.320 counterproductive, look how absurd it is 124 00:04:35.320 --> 00:04:36.639 how much elite talent gets left in the middle of the 125 00:04:36.639 --> 00:04:39.800 process, because it's a bit like throwing the 126 00:04:39.800 --> 00:04:41.720 baby out with the bathwater, right? 127 00:04:41.720 --> 00:04:44.199 Because due to my inability to serve 128 00:04:44.199 --> 00:04:47.919 well and with quality and 129 00:04:47.919 --> 00:04:51.520 promptly, I end up having to give 130 00:04:51.520 --> 00:04:53.840 work to a number of clients who, 131 00:04:53.840 --> 00:04:55.320 well, often the person actually wanted to buy 132 00:04:55.320 --> 00:04:57.600 something. And then what happens is that the 133 00:04:57.600 --> 00:05:00.520 competitor replied. So, when we 134 00:05:00.520 --> 00:05:02.120 implement a natural language interface 135 00:05:02.120 --> 00:05:04.240 that is indistinguishable from a human 136 00:05:04.240 --> 00:05:06.880 being, answering by audio, 137 00:05:06.880 --> 00:05:09.120 interpreting images and replying by 138 00:05:09.120 --> 00:05:11.199 message, exactly in the brand's tone, 139 00:05:11.199 --> 00:05:14.639 guys, even if it's not 140 00:05:14.639 --> 00:05:16.000 a sales situation, we're 141 00:05:16.000 --> 00:05:17.120 talking about a sales situation here, 142 00:05:17.120 --> 00:05:20.440 because that's really where the return 143 00:05:20.440 --> 00:05:22.440 on investment becomes most 144 00:05:22.440 --> 00:05:25.800 obvious, but the reputational gain that 145 00:05:25.800 --> 00:05:28.600 your brand gets from serving well 146 00:05:28.600 --> 00:05:31.720 everyone who comes through the door of your 147 00:05:31.720 --> 00:05:33.639 store, or your digital door, everyone 148 00:05:33.639 --> 00:05:35.240 who goes there and wants to talk to your 149 00:05:35.240 --> 00:05:37.280 brand, and you respond in the best way 150 00:05:37.280 --> 00:05:39.960 possible, in the fastest way 151 00:05:39.960 --> 00:05:41.800 possible, and you also generate data 152 00:05:41.800 --> 00:05:43.319 about this service, you collect this 153 00:05:43.319 --> 00:05:45.680 data to improve the performance 154 00:05:45.680 --> 00:05:47.479 of that unit. And many times we 155 00:05:47.479 --> 00:05:49.520 are talking about franchises, right? We have 156 00:05:49.520 --> 00:05:50.680 many, many clients who are 157 00:05:50.680 --> 00:05:53.120 franchises, it's about using that, that point 158 00:05:53.120 --> 00:05:55.240 of learning to improve an 159 00:05:55.240 --> 00:05:57.280 operation of hundreds of other units, 160 00:05:57.280 --> 00:05:59.120 hundreds of other sellers 161 00:05:59.120 --> 00:06:00.240 digital ones that are spread throughout 162 00:06:00.240 --> 00:06:02.479 Brazil. So, it's really something 163 00:06:02.479 --> 00:06:06.039 transformative. It's hard to imagine a 164 00:06:06.039 --> 00:06:08.560 world where this isn't the rule. What 165 00:06:08.560 --> 00:06:10.840 we understand is that many, many 166 00:06:10.840 --> 00:06:13.680 times someone hasn't gotten there yet, like in 2010 167 00:06:13.680 --> 00:06:15.560 there were many people who didn't have a website and 168 00:06:15.560 --> 00:06:17.319 eventually had to have one because the 169 00:06:17.319 --> 00:06:19.639 market said either you have a website or 170 00:06:19.639 --> 00:06:21.360 you won't sell. The same will happen with 171 00:06:21.360 --> 00:06:22.840 AI as well. 172 00:06:22.840 --> 00:06:24.880 Lucas, you brought up many points 173 00:06:24.880 --> 00:06:26.639 of interest that we 174 00:06:26.639 --> 00:06:27.919 could talk about, but I wanted to talk about 175 00:06:27.919 --> 00:06:32.759 standardization, which is a very important aspect, 176 00:06:32.759 --> 00:06:35.000 right, for those who have, for example, a 177 00:06:35.000 --> 00:06:36.880 business with capillarity, right? So 178 00:06:36.880 --> 00:06:39.039 someone who is sitting in the 179 00:06:39.039 --> 00:06:41.599 chair of a manager under whom 180 00:06:41.599 --> 00:06:44.360 there are a number of people doing a 181 00:06:44.360 --> 00:06:48.639 a series of services in order to have 182 00:06:48.639 --> 00:06:52.039 poor traceability of all 183 00:06:52.039 --> 00:06:54.639 this work, it seems to me that it can, 184 00:06:54.639 --> 00:06:56.560 suddenly benefit a lot from this 185 00:06:56.560 --> 00:06:58.960 type of implementation. But then my 186 00:06:58.960 --> 00:07:00.800 question, which is actually a question from 187 00:07:00.800 --> 00:07:02.400 many people potentially, is the 188 00:07:02.400 --> 00:07:04.280 following: can I guarantee the 189 00:07:04.280 --> 00:07:06.560 my tone of voice, the standard of my 190 00:07:06.560 --> 00:07:08.840 service is actually replicable for 191 00:07:08.840 --> 00:07:11.479 all units? Or does it already come 192 00:07:11.479 --> 00:07:13.800 ready? What is the level of customization 193 00:07:13.800 --> 00:07:17.240 in this kind of work? Because it seems to me 194 00:07:17.240 --> 00:07:19.479 important to go deeper into this particular 195 00:07:19.479 --> 00:07:21.000 point. Talk a little about this, please, 196 00:07:21.000 --> 00:07:21.520 please. 197 00:07:21.520 --> 00:07:24.400 Yeah, the issue of standardization, well, it 198 00:07:24.400 --> 00:07:27.120 has several little secrets hidden 199 00:07:27.120 --> 00:07:30.039 there, right? several other costs 200 00:07:30.039 --> 00:07:33.759 hidden in the lack of standards. The 201 00:07:33.759 --> 00:07:37.440 first of these is the time and effort 202 00:07:37.440 --> 00:07:39.319 of the manager and the marketing team, who 203 00:07:39.319 --> 00:07:41.199 everyone sat down and designed how 204 00:07:41.199 --> 00:07:42.840 the company's service should be. 205 00:07:42.840 --> 00:07:44.800 Look, we understand that this persona, 206 00:07:44.800 --> 00:07:46.440 this persona needs to be served in this 207 00:07:46.440 --> 00:07:49.199 way. We've already measured and identified 208 00:07:49.199 --> 00:07:50.560 with our best salespeople that the 209 00:07:50.560 --> 00:07:52.720 best path is this one and now I 210 00:07:52.720 --> 00:07:54.280 need this path to be followed. 211 00:07:54.280 --> 00:07:55.960 So this is put into the manual and 212 00:07:55.960 --> 00:07:57.039 then I have to train the 213 00:07:57.039 --> 00:07:58.960 human employee. And many times I 214 00:07:58.960 --> 00:07:59.919 have to train this employee 215 00:07:59.919 --> 00:08:02.280 here and in São Paulo and in Rio de 216 00:08:02.280 --> 00:08:04.680 Janeiro and in Brasília. And then we are 217 00:08:04.680 --> 00:08:07.400 dealing with the person at the end who in 218 00:08:07.400 --> 00:08:09.599 most cases won't follow your 219 00:08:09.599 --> 00:08:11.840 standard because it's natural, a 220 00:08:11.840 --> 00:08:12.919 conversation. I don't know what I'm going to say 221 00:08:12.919 --> 00:08:14.159 here now. I have a rough idea 222 00:08:14.159 --> 00:08:15.720 of where I want to go, but every 223 00:08:15.720 --> 00:08:17.479 word coming out of my mouth, I 224 00:08:17.479 --> 00:08:20.120 don't know. So it's natural that the 225 00:08:20.120 --> 00:08:22.680 standard isn't followed. It's human that 226 00:08:22.680 --> 00:08:24.159 the standard isn't followed. Where is the 227 00:08:24.159 --> 00:08:25.879 standard really well followed? In 228 00:08:25.879 --> 00:08:27.360 telemarketing agents. Call 229 00:08:27.360 --> 00:08:29.720 Judit. Call Judit from the team 230 00:08:29.720 --> 00:08:31.720 to get frustrated, because there 231 00:08:31.720 --> 00:08:33.640 you have a little robot. It's a human, 232 00:08:33.640 --> 00:08:35.719 but they're like a robot who can only 233 00:08:35.719 --> 00:08:37.560 tell you what's on their screen. And the 234 00:08:37.560 --> 00:08:39.159 options you can choose 235 00:08:39.159 --> 00:08:40.320 are the three options on the screen 236 00:08:40.320 --> 00:08:41.680 too. And they only know how to say 237 00:08:41.680 --> 00:08:43.120 chatbot experience, right? Experience 238 00:08:43.120 --> 00:08:45.971 with chatbot is a human-powered chatbot 239 00:08:45.971 --> 00:08:46.600 [laughter] 240 00:08:46.600 --> 00:08:49.440 it's something insane, it's inhuman 241 00:08:49.440 --> 00:08:51.800 Exactly. And those who know the routine of 242 00:08:51.800 --> 00:08:52.320 those who [clearing throat] work with 243 00:08:52.320 --> 00:08:54.399 telemarketing, the turnover in this 244 00:08:54.399 --> 00:08:56.760 field also knows how much work it is 245 00:08:56.760 --> 00:08:59.839 to manage this team. Well, but then the 246 00:08:59.839 --> 00:09:02.920 hidden costs, I standardized, but I 247 00:09:02.920 --> 00:09:05.320 couldn't naturally guarantee that 248 00:09:05.320 --> 00:09:08.120 this standard would be strictly followed by 249 00:09:08.120 --> 00:09:11.440 the whole network. So now how am I going to 250 00:09:11.440 --> 00:09:14.160 get insights about the 251 00:09:14.160 --> 00:09:17.279 network's performance if I can't 252 00:09:17.279 --> 00:09:18.480 guarantee that everyone is doing the 253 00:09:18.480 --> 00:09:20.880 same thing? Man, now I am 254 00:09:20.880 --> 00:09:22.399 I've standardized my network. Now I have 255 00:09:22.399 --> 00:09:24.000 performance data from Brasília, from Belo 256 00:09:24.000 --> 00:09:26.440 Horizonte, from São Paulo. Wow, São Paulo 257 00:09:26.440 --> 00:09:27.640 is doing well, huh? Belo Horizonte is doing well. 258 00:09:27.640 --> 00:09:30.920 Brasília is so-so. Yeah, the problem is the 259 00:09:30.920 --> 00:09:32.560 standard, the problem is the 260 00:09:32.560 --> 00:09:34.760 way of serving. It doesn't match 261 00:09:34.760 --> 00:09:36.920 with the Brasília audience or the salesperson 262 00:09:36.920 --> 00:09:38.040 from Brasília who isn't doing a good 263 00:09:38.040 --> 00:09:41.320 job, isn't following the standard. So, then 264 00:09:41.320 --> 00:09:43.480 I need to read this data somewhere. 265 00:09:43.480 --> 00:09:44.880 These data have to be entered 266 00:09:44.880 --> 00:09:47.120 by a human. The system will 267 00:09:47.120 --> 00:09:48.640 capture some things, but in terms 268 00:09:48.640 --> 00:09:50.320 of conversation and everything else, the human 269 00:09:50.320 --> 00:09:51.880 has to go into the CRM and enter this 270 00:09:51.880 --> 00:09:54.000 data. So now I'm looking at 271 00:09:54.000 --> 00:09:55.800 a shadow of something that once was, right? 272 00:09:55.800 --> 00:09:57.720 because it was filtered by a human being 273 00:09:57.720 --> 00:09:59.720 who may or may not have followed a standard, and then he 274 00:09:59.720 --> 00:10:02.160 reported it to me in a way that may or may not 275 00:10:02.160 --> 00:10:04.200 be exactly how I would need it to 276 00:10:04.200 --> 00:10:06.480 be able to compare this in a network. So, the 277 00:10:06.480 --> 00:10:08.800 costs keep adding up, it's the cost 278 00:10:08.800 --> 00:10:11.480 of operations and the strategic cost, it's the 279 00:10:11.480 --> 00:10:13.880 cost of planning something that is 280 00:10:13.880 --> 00:10:17.959 unfeasible, because it's like standardizing 281 00:10:17.959 --> 00:10:20.120 I really like the talk about 282 00:10:20.120 --> 00:10:21.519 McDonald's. McDonald's is great 283 00:10:21.519 --> 00:10:23.640 at quality control and terrible at 284 00:10:23.640 --> 00:10:25.480 quality. Everywhere in the world 285 00:10:25.480 --> 00:10:28.000 you'll have the same hamburger 286 00:10:28.000 --> 00:10:29.760 exactly at that same quality standard 287 00:10:29.760 --> 00:10:32.320 which is terrible. Yeah, you can't have a standard of 288 00:10:32.320 --> 00:10:34.040 quality without having quality. One thing 289 00:10:34.040 --> 00:10:37.079 can't contradict the other. Yeah, it's 290 00:10:37.079 --> 00:10:39.200 shooting yourself in the foot. And that's why the business 291 00:10:39.200 --> 00:10:41.040 of McDonald's isn't selling hamburgers. It's 292 00:10:41.040 --> 00:10:43.079 real estate. They sell or rent the 293 00:10:43.079 --> 00:10:44.480 place where later you'll sell the 294 00:10:44.480 --> 00:10:47.440 hamburger, but that's a topic for later. But with 295 00:10:47.440 --> 00:10:49.040 artificial intelligence, with XMACNA 296 00:10:49.040 --> 00:10:50.440 platform, you can generate this 297 00:10:50.440 --> 00:10:52.480 standard, generate this data, generate these 298 00:10:52.480 --> 00:10:54.959 insights, analyze this at scale, 299 00:10:54.959 --> 00:10:57.399 create an improvement that will impact 300 00:10:57.399 --> 00:10:59.120 the whole network also at scale. But then 301 00:10:59.120 --> 00:11:00.519 Let me make a point here, 302 00:11:00.519 --> 00:11:02.399 because standardization needs to be 303 00:11:02.399 --> 00:11:04.600 understood as follows, it is 304 00:11:04.600 --> 00:11:07.240 mainly structural, but it is not a 305 00:11:07.240 --> 00:11:09.480 constraint, right, that makes you 306 00:11:09.480 --> 00:11:11.120 sometimes, let's take a case here 307 00:11:11.120 --> 00:11:13.760 of a, you know, a franchisor, so 308 00:11:13.760 --> 00:11:15.240 if you own a franchisor or 309 00:11:15.240 --> 00:11:16.720 even if you are a franchisee and are 310 00:11:16.720 --> 00:11:18.600 thinking about a solution like this, suddenly 311 00:11:18.600 --> 00:11:19.880 you might say: "Yeah, but it won't work 312 00:11:19.880 --> 00:11:21.959 because if I try to standardize here, it won't 313 00:11:21.959 --> 00:11:23.399 work, because in the other unit there is 314 00:11:23.399 --> 00:11:25.480 a little different characteristic here, 315 00:11:25.480 --> 00:11:27.399 maybe they want to use a different name 316 00:11:27.399 --> 00:11:28.920 for Iar, for example. 317 00:11:28.920 --> 00:11:31.279 Or the courses are not exactly the 318 00:11:31.279 --> 00:11:32.720 same, the services are not exactly 319 00:11:32.720 --> 00:11:35.240 the same. So, elements that are not 320 00:11:35.240 --> 00:11:37.360 structural are fully 321 00:11:37.360 --> 00:11:39.000 adaptable. What Lucca is highlighting 322 00:11:39.000 --> 00:11:40.560 here, raising very relevantly, 323 00:11:40.560 --> 00:11:43.200 is that there is already a proven structure, right, 324 00:11:43.200 --> 00:11:45.120 in your example, already proven by 325 00:11:45.120 --> 00:11:47.519 experience, by, you know, the work done 326 00:11:47.519 --> 00:11:51.240 in the creation of, you know, the strategy of 327 00:11:51.240 --> 00:11:53.200 managing a model. This here 328 00:11:53.200 --> 00:11:55.399 works, right? But everything that is 329 00:11:55.399 --> 00:11:57.720 unique to each unit is 330 00:11:57.720 --> 00:12:00.079 totally possible, right? And it's more than 331 00:12:00.079 --> 00:12:02.639 possible, it needs to be adjusted, 332 00:12:02.639 --> 00:12:04.360 right? And XMACNA's service makes it possible 333 00:12:04.360 --> 00:12:07.360 exactly that, the structure plus the 334 00:12:07.360 --> 00:12:09.959 customization field for each of the 335 00:12:09.959 --> 00:12:10.639 units. 336 00:12:10.639 --> 00:12:12.600 >> That's right. Cool, because we were talking 337 00:12:12.600 --> 00:12:14.560 just now, let's say, more 338 00:12:14.560 --> 00:12:16.040 exclusively from the perspective of the 339 00:12:16.040 --> 00:12:17.959 franchisor, right? But if we also 340 00:12:17.959 --> 00:12:20.160 think from the perspective of the small 341 00:12:20.160 --> 00:12:23.199 business, right, from the franchisee unit, we 342 00:12:23.199 --> 00:12:25.639 are also prepared and 343 00:12:25.639 --> 00:12:27.079 customized for this type of 344 00:12:27.079 --> 00:12:29.680 service, right? So, Rodrigo, two 345 00:12:29.680 --> 00:12:31.440 questions come to mind regarding 346 00:12:31.440 --> 00:12:33.079 this, which are also questions that we 347 00:12:33.079 --> 00:12:35.680 get quite often, is how much 348 00:12:35.680 --> 00:12:37.560 it costs to implement and if it takes a long time 349 00:12:37.560 --> 00:12:39.360 to implement, right? Talk a bit about 350 00:12:39.360 --> 00:12:41.480 that, just so we can think both from the 351 00:12:41.480 --> 00:12:43.680 point of view of the franchisee unit or a 352 00:12:43.680 --> 00:12:45.560 regular business, and also from the point of 353 00:12:45.560 --> 00:12:47.680 view of a franchisor and a network business 354 00:12:47.680 --> 00:12:48.199 in a network. 355 00:12:48.199 --> 00:12:49.320 >> Well, Gustavo, so just before 356 00:12:49.320 --> 00:12:51.240 actually answering those two 357 00:12:51.240 --> 00:12:52.440 questions you asked, it's worth 358 00:12:52.440 --> 00:12:55.040 highlighting that for the franchisee, 359 00:12:55.040 --> 00:12:57.360 right, they have the best of 360 00:12:57.360 --> 00:12:58.839 scenarios, they benefit from the 361 00:12:58.839 --> 00:13:01.639 Structural, right, which is already proven 362 00:13:01.639 --> 00:13:03.760 efficient, coming from the franchisor and maintains 363 00:13:03.760 --> 00:13:04.959 its autonomy, because we don't want 364 00:13:04.959 --> 00:13:07.079 to take away the franchisee's autonomy, right? 365 00:13:07.079 --> 00:13:10.079 Well, that said, it costs less than you think 366 00:13:10.079 --> 00:13:11.639 imagining, it's less than a 367 00:13:11.639 --> 00:13:13.440 human employee, it's designed to be 368 00:13:13.440 --> 00:13:16.199 like that, it's designed to be cheap, right? 369 00:13:16.199 --> 00:13:18.639 And it's quick to implement. 370 00:13:18.639 --> 00:13:20.519 If we created it from scratch, right? The 371 00:13:20.519 --> 00:13:21.680 we have an implementation, a 372 00:13:21.680 --> 00:13:23.160 methodology that allows for a 373 00:13:23.160 --> 00:13:25.120 implementation in about 30 374 00:13:25.120 --> 00:13:27.320 days, okay? It's possible to shorten it a bit 375 00:13:27.320 --> 00:13:29.199 this period, but anyway, it's a 376 00:13:29.199 --> 00:13:31.360 reasonable timeframe for you to set up an operation 377 00:13:31.360 --> 00:13:33.519 like this to work, right? If we 378 00:13:33.519 --> 00:13:36.920 are talking about a structure of, uh, uh, 379 00:13:36.920 --> 00:13:39.399 right, franchisees, where the standard, the 380 00:13:39.399 --> 00:13:40.959 structure, it's already ready, then the 381 00:13:40.959 --> 00:13:42.240 implementation is overnight, 382 00:13:42.240 --> 00:13:44.079 so it's quick to implement. 383 00:13:44.079 --> 00:13:45.360 So it's made for that, to be 384 00:13:45.360 --> 00:13:47.440 cheap, to be fast and easy to be 385 00:13:47.440 --> 00:13:50.480 implemented and to be efficient. On the 386 00:13:50.480 --> 00:13:52.079 other hand, it only needs one thing, 387 00:13:52.079 --> 00:13:53.680 it needs a commercial structure that 388 00:13:53.680 --> 00:13:57.240 knows that a sales funnel is not 389 00:13:57.240 --> 00:14:00.160 just one step. So, the, right, the 390 00:14:00.160 --> 00:14:01.680 digital employee will be allocated 391 00:14:01.680 --> 00:14:03.480 at a certain point in your funnel, like 392 00:14:03.480 --> 00:14:05.959 a mission, right? And then you reallocate, 393 00:14:05.959 --> 00:14:09.160 you restructure your, you know, your team 394 00:14:09.160 --> 00:14:11.160 your sales team to ensure 395 00:14:11.160 --> 00:14:12.920 efficiency all the way to the end, 396 00:14:12.920 --> 00:14:14.880 regardless of your goal there, 397 00:14:14.880 --> 00:14:16.560 which will vary, you know, from business 398 00:14:16.560 --> 00:14:17.680 to business. 399 00:14:17.680 --> 00:14:19.759 Alright, Luc, thank you for being here. 400 00:14:19.759 --> 00:14:21.279 Rodrigo, thank you for being here 401 00:14:21.279 --> 00:14:23.160 as well. And you who stayed with us until 402 00:14:23.160 --> 00:14:25.360 now, thank you for being here and please 403 00:14:25.360 --> 00:14:27.519 help share this content with 404 00:14:27.519 --> 00:14:29.959 anyone else who might be interested. 405 00:14:29.959 --> 00:14:34.199 Take care and see you next time. 406 00:14:34.639 --> 00:14:37.639 Uh.