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Theresa Quintanilla
Houston, TX
Founder at
Interests: CRM, customer relationship management, marketing, loyalty, innovation, business books, houston's image, blogging, new york, marketing trends
Recent Activity
Kirby Drive in 2000 from Bill Jacobus on Flickr Looking for something else, I stumbled across this interview I missed last year. Architect Richard Keating arrived in Houston in 1976 and worked on the Wells Fargo Tower, BMC Software headquarters and other major buildings before leaving for Los Angeles during the 80's oil bust. He's returned to work on the Kirby Collection, and believes Houston has progressed. Houston Chronicle: Q&A: Architect draws on city culture, 2015-Oct-9 by Nancy Sarnoff Q: What's changed about Houston since you lived here? A: The people that have always come to Houston, from the pre-A/C... Continue reading
Reblogged 3 days ago at QViews
Geoffrey Moore became an influential business consultant long before social media was available. (His Crossing the Chasm is now in its third edition.) Recently on LinkedIn he shared how enthusiastically he has embraced social media, and listed six amazing benefits he finds. Even more amazing, the post attracted many valuable comments. You can see a couple of excerpts below, but I recommend reading both posts all the way through. LinkedIn: Getting Social in the Enterprise... Seven Things to Get Your Head Around, 2016-Jan-12 by Geoffrey Moore 3. Social is efficient. There is no queueing in a social network. This means... Continue reading
Posted Feb 5, 2016 at QViews
A few years ago I attended a lecture of leadership by Susan Lieberman when she worked for Rice University. I remember the 'one thing' she said we need to remember when working to persuade people to follow us. "It's not about you." She was explaining how to react when people bridle about doing as asked, when they push back, and transfer blame, and give excuses. Leaders want to know: "what did I do wrong?" but that's hopeless, she said. Instead look at the situation from the follower's point of view. What are they being asked to give up? What support... Continue reading
Reblogged Jan 28, 2016 at QViews
In a recent edition of the NY Times Sunday Review, Pagan Kennedy published a musing on the talent of using serendipity to discover both patterns, some embedded, some emerging from our lives and environment. NY Times: How to Cultivate the Art of Serendipity, 2016-Jan-2 by Pagan Kennedy As people dredge the unknown, they are engaging in a highly creative act. What an inventor “finds” is always an expression of him- or herself. Martin Chalfie, who won a Nobel Prize for his work connected with green fluorescent protein — the stuff that makes jellyfish glow green — told me that he... Continue reading
Reblogged Jan 21, 2016 at QViews
Advertising is not an efficient way to find customers. When businesses like Apple and Verizon are throwing off a ton of cash, it makes sense to use that cash to cement awareness of their products and services. For the rest of the world, acquiring customers is a dialogue. You need just enough attention to get a conversation going. And you can't converse with 100 people, so why spray thousands of messages out there? Yes, we need to promote our businesses, but start where you live, and make sure your friends and family understand your business. Once they can explain it... Continue reading
Posted Jan 15, 2016 at QViews
We used to think that good management was required for a company to excel. Now we are coming to realize that a purpose—executed in products that represent a clear realization of that purpose—is the kernel of a great organization. Medium: Organizational strategies for coping with complexity, 2015-Dec-3 by Adrian Ho ...Increasingly the role of a brand, brand purpose and brand experience principles, are to guide actions and decisions inside a company more than to shape the perceptions of customers outside the company. A brand creates an emotional framework for understanding what is right and what is not within the context... Continue reading
Posted Jan 7, 2016 at QViews
As Houstonians, we should be proud of being America's 4th largest city without worrying about making it to 3rd place. It's not the competition but the flourishing... we've arisen from the bayou swamp to become an incubator of new ideas for energy, medicine, technology, and space entrepreneurship. I don't care if we never become as large as Chicago, Los Angeles, or the Boston or the San Francisco area. I love that we continue to strive and to thrive on energy, growth, and exploration. Houston has its own unique place in the world that isn't "fourth." It's the Capital of Energy.... Continue reading
Posted Jan 3, 2016 at QViews
Josh Barro is creeped out by people who get emotionally attached to their suppliers. He thinks people are foolish to expect real friendship from a company, but I think companies are made of people, and if those people recognize and appreciate us, then it adds to our quality of life. Where I think he's right is that companies are subject to economic pressures which their customers may not perceive. Our favorite supplier could be bought by a competitor. We may feel disappointed but we really can't count it as a betrayal. When my favorite bookstore was bought by Barnes &... Continue reading
Posted Dec 21, 2015 at QViews
As CX leader Milista Anderson sees it, having a Customer Experience department is a disadvantage. Unless everyone in the company understands they are responsible for the customer experience, the customer's experience is in jeopardy. Loyalty360: SunGard Encourages Adaptability, 2015-Nov-20 by Steve Taggart Anderson explained that assuming a dedicated CX role means taking on three personas: A teacher, a preacher, and a screecher. In other words, creating better CX requires a leader to teach others about what great customer experience looks like, preach the message over and over in order to begin the companywide shift, and “screech” loudly enough to create... Continue reading
Reblogged Dec 17, 2015 at QViews
New research by Professor Byron Sharp, which is valid, shows that the bulk of purchases do not come from "loyal" customers. His marketing theory is that business growth must be based on attracting the attention of non-loyal customers and non-customers. He also spends quite a lot of time making fun of marketers who promote brand loyalty as the path to success. So I feel compelled to respond. If you share my fascination, do watch this 15-minute video from Professor Sharp. You'll notice that his criticism is that marketers become focused on creating and catering to "brand fanatics." But also notice... Continue reading
Reblogged Dec 14, 2015 at QViews
Jason Hirschhorn: "Wouldn't it be cool if the psychiatrist worked like a SUBWAY rewards card. You get points for every revelation. Parent issues. 10 points. Trust issues. 5 points. Friendship issues. 5 points. Work issues. 2 points, etc. I'd be sitting next to WOODY ALLEN in the first class platinum waiting room. Free sessions as far as the id, ego and super-ego could see after about a year..." Continue reading
Posted Dec 2, 2015 at QViews
Building loyalty within the B2B category can be very challenging, especially if price negotiation has taken place. Suppliers may feel they've already invested in a customer. Unfortunately, the B2B customer may not feel the same way. After the sale, the best ongoing signal of support for a B2B customer is helping them succeed with their customers. For instance Jim Griffing, founder of Griffing & Company accounting, always helps his clients understand if their operating expenses are inline with industry standards. IBM helps its big customers by sharing original marketing research on its customers's customers, and American Express helps its small... Continue reading
Reblogged Nov 30, 2015 at QViews
Retail experiences have been a trend for quite awhile. Stores from Hershey, Apple, and Anthropologie all broke new ground, but they always filled the store with things to buy. Now, the latest retail experience is to have less merchandise, more something else... NY Times: For Brands Like Toms, It’s All About the Experience, 2015-Nov-13 by Steven Kurutz “Getting people into stores has become a huge challenge because the e-commerce experience gets better and better,” said Kim Vernon, a fashion brand consultant and industry veteran. “The smartest thing you can do is to get people in your store.” The ways brands... Continue reading
Posted Nov 18, 2015 at QViews
Recently recognized for their ability to delight customers with simplicity of use, Google, Netflix, Amazon and Chipotle made it to the top five of the "simple brands" identified by customer experience strategy consultant Siegel+Gage. Among the up-and-coming "simple brands," Dollar Shave Club says "Dollar Shave Club couldn't be simpler. Select one of our great blades, pay only for the cost of your blades, and we send ’em right to your door every month." At Seamless, they say "we make ordering food for delivery and takeout seamless!" Harvard Business Review: Why Simple Brands Win, 2015-Nov-9 by Margaret Molloy Customer experience is... Continue reading
Posted Nov 17, 2015 at QViews
GameStop is always getting grief from market analysts who say they will fail as did Radio Shack with their mall stores and their focus on selling games in boxes. But the 32 million people participating in "PowerUp Rewards" provide GameStop with up-to-the-minute data about customers. Over the last year, GameStop has followed these customers into mobile: VentureBeat: CMO Roundtable: Turning one-time app installs into loyal users, 2015-Nov-13 GameStop first launched its mobile app in 2014. But as [VP, Multichannel Jason] Allen says in the webinar, GameStop listened to its customers and then delivered what they really wanted — not what... Continue reading
Posted Nov 16, 2015 at QViews
Most companies want you to do something unnatural to be rewarded. Like "buy again with 15 days" or "spend $100 on your next visit." At MW Cleaners (owned by The Men's Wearhouse), President Mike Nesbit came up with a great reward, but then took it one step further. They identified the customers who'd ALREADY earned the reward and gave it to them. National Clothesline: Mike Nesbit: What's Important, 2014-Aug One way the chain is trying to improve customer service is by offering its clientele something that it can’t get anywhere else. About two years ago [2012], it started a rewards... Continue reading
Reblogged Nov 13, 2015 at QViews
For our family wireless service, we switched from AT&T to Verizon several years ago, and we've found them eager to provide reliable, high-quality service. So we've been loyal. A couple of months ago, I ran a price comparison and found that Verizon remains a superior value. So when Verizon launched their Smart Rewards program, I expected it would offer good value to its customers. Since we'd been customers for a few years, we started the program with over 100,000 points, and I spent a couple of hours trying to find a way to spend them for something we'd really enjoy.... Continue reading
Posted Nov 9, 2015 at QViews
Paytronix, a leader in retail loyalty solutions, holds their own User Experience conference, and this year they asked attendees to share their most important advice for each other. From their October 2015 newsletter: If you missed PXUX this year, here are the key takeaways fifty of your peers identified on our last day of the event: Don’t give mass discounts to high-frequency members – they will come in anyway. Use target and control campaigns to calculate incremental lift and definitively answer the question: “Would they have come in anyway?” When you send an email, resend the exact content a few... Continue reading
Posted Nov 6, 2015 at QViews
If our business goal is to sell as much as possible without paying any attention to profit margin or operational expense, we will soon be out of business. Identifying our best customers, figuring out how to nurture their business, and training our people to maintain the relationships, those are the strategies that make our business sustainable. Loyalty is a simple idea that is hard to practice. Harvard Business Review: Building Loyalty in Business Markets, 2005-Sept by Das Narayandas The $40 million software firm Unitech Systems ... drew up a list of customers that together accounted for 80% of its annual... Continue reading
Posted Nov 4, 2015 at QViews
When Kroger launched their state-of-the-art loyalty program in 2003, I was immediately won over. It helped that there was a Kroger store four blocks from my home (yes, I have an inner city lifestyle). At every touch, my loyalty grew stronger. The program seem to mold itself around my needs. Now they have one of the highest ranking loyalty programs in the world. What if we don't have millions of dollars to spend on a world-class loyalty program? We follow these guidelines from Bond Brand Loyalty: Elements that ranked as the top functional drivers of satisfaction include: The appeal of... Continue reading
Posted Nov 2, 2015 at QViews
When I explain to business people that I build marketing databases, they usually respond by asking, "Can you give my any tips for generating leads?" Actually, I have quit framing my work that way, but I still encounter so many people asking "can you help me find new customers?" I have started to reply that, "I can help you value the customers and contacts you already have." Nick Bird said it more elegantly than I can (emphasis added): Traditional businesses ask - "How can we define the group of prospects who are most likely to want product X?" From this... Continue reading
Posted Oct 26, 2015 at QViews
Otherwise known as the Barefoot Contessa, Ina Garten has built a sustainable empire from a food shop to media brand. Strategically, she knows exactly where she wants her business centered: writing cookbooks. She builds a broad variety of relationships, and not everyone survives, but she clearly makes it a goal to find a partner around whom she can stabilize her business and her personal life. Loyalty appears to be instinctive for Garten, but we can all learn from her approach: find someone who fits your values and grow together. When our partner changes, look to growing with them. When we... Continue reading
Reblogged Oct 21, 2015 at QViews
The rising popularity of Photo Booths is driven by a few different benefits. I enjoyed using one during a party at Story a few years ago, but now many retailers are using them on a daily basis. Let's break down the benefits so you can see if they apply to your business: 1) Better experience for your customer: If you sell clothing, gifts or souvenirs, people may enjoy sharing their purchase or purchase idea with friends. Of course, they could use their own camera BUT a booth may provide better lighting. Seeing the booth may remind them to share. 2)... Continue reading
Reblogged Oct 16, 2015 at QViews
Loyalty to our employer is never going to be compensated in the way we expect. Enterprises are not capable of keeping everyone employed, even if they are inclined, which most are not. When we have an employer, we owe them good value for the money they pay us, and we owe it to them not to undermine their success by anything else we do, until we resign. Being a loyal employee is a matter of self-respect for ourselves. When I am loyal, I respect myself, but I don't expect a company to be able to do any more than treat... Continue reading
Posted Oct 15, 2015 at QViews
It's pretty easy to have loyal relationships with our customers, but loyalty leaders like Hershey and IBM are loyal to their prospects, to the entire category they hope to win. It helps to have deep pockets, but we have to start with a desire to benefit a category of people, and to be a little selfless about making it happen. Harvard Business Review: 6 Ways to Tell Stories with Data Throughout the Customer Lifecycle, 2015-Oct-2 by Alexandra Samuel A smart strategy is to create data-driven content that’s a must-read for your target—like the content IBM has built from its series... Continue reading
Posted Oct 9, 2015 at QViews