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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
At some point in the future, almost all direct mail will be personalized to reflect all the data the sender has accumulated or discovered about us, including our past actions--online and off. That's because, as recipients, we are more likely to respond to highly personalized mail, making the mailing effort more profitable. In the meantime, the first company to provide physical direct mailings that integrate online consumer tracking data is PebblePost. Founder Lewis Gersh says... PebblePost is proud to announce the invention of Programmatic Direct Mail, which applies digital thinking to direct mail to help marketers drive great results. For... Continue reading
Posted 2 days ago at QViews
Over the last few months, I've been trying to move my project at into a full-fledged startup company. Since I am an innovator, I want to use leading-edge organizational tools. The company will be a Texas Public Benefit Corporation. We'll use the new crowdfunding platform LetsLaunch to raise funds. I've felt embarrassed by missing so many deadlines, but I've finally come to realize that finding the best option is more important than sticking to a timetable. I really appreciate what Jake says below. The Mission: Why Most Plans are Terrible. And How to Improve Them. 2018-Sep-11 by Jake Wilder... Continue reading
Posted 6 days ago at QViews
Remember GEMPS! The decisions made by independent business owner/operators are driven by a need for Growth, Ethics, Money, People or Self-fulfillment... and I bet the order of importance varies by person and probably over time. And I suspect these drivers don't much apply very much in larger businesses where decisions are made by teams. Flux Studio Notes: Stop Talking and Start Listening: Behaviour Change at Scale, 2018-Aug-15 by Ariel Lerner So it’s not that these business owners don’t care about the environment, it’s just that there are other things they care about more.... ...we uncovered five broad motivations that drive... Continue reading
Posted Oct 10, 2018 at QViews
More than any company I've found, Mailchimp works to create better listening opportunities with their customers. It's not enough to pay attention when customers speak up. We have to prompt customers to share. At Mailchimp they try to make it fun and productive. Fast Company: MailChimp’s cofounder shares the best ways to get to know your customers, 2018-Sep-23 by Dan Kurzius Visit your customers where they live or work... Invite customers into your office... Be your customer for a day... Early on, we decided that our motto was going to be, “Listen hard, change fast.” For us, this meant constantly... Continue reading
Posted Oct 9, 2018 at QViews
If you work in a big company and your job is getting the newsletter out, you have challenges, but the newsletter gets out there. For people like myself, independent or in small organizations, regular release of the newsletter is hard. Getting a newsletter out is a matter of "showing up." You wouldn't miss an appointment with a client, would you? Never blow off the newsletter because is going to be late. If you miss an issue due to catastrophe, share that story with your readers. Act like it makes a difference, and it will. I highly recommend Ann Handley's newsletter... Continue reading
Posted Oct 5, 2018 at QViews
IDEO has developed a very good program to help companies get their employees to empathize with customers. If employees are not users of the product, customer empathy is always an ongoing challenge. Harvard Business Review: To Get Employees to Empathize with Customers, Make Them Think Like Customers, 2018-Sep-28 by Erin Henkel and Adam Grant What’s the best way to cultivate empathy? The standard answer is to spend more time with customers. For example, leaders at IBM, Medtronic, and Microsoft have sent their people out to meet customers and see their products in use. But recently at IDEO, we’ve been encouraging... Continue reading
Posted Oct 4, 2018 at QViews
It's not the fear of failure... it's the agony of learning too late! Yes & Know Blog: What do you need to know? 2018-Sep-19 by Nilofer Merchant There’s a learning curve for all new things. We need to learn the interdependencies of decisions, what people are capable of, who is good at what, what key decisions need to be made and in what order and so much more. Just like I had never done a remodel, most organizations need to grow by doing something they’ve never done before. But we want to do it as efficiently, as effectively and as... Continue reading
Posted Oct 2, 2018 at QViews
As ad agencies invest more in time and effort to understand behavioral science, new strategies are being developed to deepen customer loyalty. Transactional loyalty is being left behind as if it were just price discounting (which it is). The Wise Marketer: Four Loyalty Lessons from Behavioral Science, 2018-Sep-18 by Charlie Hills 4 lessons for loyalty marketers: 1. Good member engagement is heavily reliant on the smart application of creativity, data and contextual relevance. Use all three, not just one in developing your loyalty strategies. 2. Invest the time and resource to understand what the data actually means. 3. By building... Continue reading
Posted Oct 1, 2018 at QViews
Every time a supplier misinterprets our customer behavior, we get a little more frustrated. Most CRM systems don't even have the ability to track the context of a purchase. So the salespeople and customer service representatives have to take the initiative, find out what's going on, and record it. The companies that figure out how to train their people and update their systems to track this, they will be the loyalty winners. Edge Perspectives: Navigating From the Industrial Age to the Contextual Age, 2018-Aug-15 by John Hagel The forces shaping the Big Shift are progressively undermining standardization and efficiency (as... Continue reading
Posted Sep 28, 2018 at QViews
My personal experience is that you need to weigh yourself daily and chart what you're eating. (Similar to a food diary but easier.) Download my chart. I've discovered the easiest way to gain weight is to overeat protein. Desserts are less of a problem. EVERYONE is different! Vox: What I learned about weight loss from spending a day inside a metabolic chamber, 2018-Sep-4 by Julia Belluz Studying thousands of subjects in the metabolic unit — the chambers plus NIH hospital wings for patients with diabetes and obesity — has helped researchers show how adaptable the metabolism is, and how it... Continue reading
Posted Sep 27, 2018 at QViews
Below is one of the best explanations I've seen, and a great argument to NOT identify with any political party. I don't talk politics with my friends. I read a wide variety of news media, and then I vote in private. With my friends, I like to have conversations about art, travel, and business. MIT Technology Review: How social media took us from Tahrir Square to Donald Trump, 2018-Aug-14 by Zeynep Tufekci While algorithms will often feed people some of what they already want to hear, research shows that we probably encounter a wider variety of opinions online than we... Continue reading
Posted Sep 26, 2018 at QViews
When I unsubscribed from email news from my bank, I found this charming landing page. Continue reading
Posted Sep 24, 2018 at QViews
Zat Rana thinks that friendships are based on a 'shared culture' between two people, and this culture is built through shared experiences. That belief places a pretty high hurdle on friendship. If we accept this idea, then developing and maintaining our friendships is among the most time-consuming and energy-consuming things we do. Design Luck: What Does It Take to Bond with Someone? 2018-Aug-4 by Zat Rana By default, there is an invisible wall that separates us from most people that we interact with. This wall is created by the public selves both parties hold up. The only way to truly... Continue reading
Posted Sep 21, 2018 at QViews
I recently attended a weekend retreat for innovators, something I had forgotten I need. It was fun but there were also frustrations. Seth Godin pinpoints some... An idea which really struck me was having a poker game, or some other activity where we have to manage chance and random results. Seth's Blog: How to organize a retreat, 2010-Dec-15 by Seth Godin ...An advance*. Retreat is too negative).... I've been to a bunch and here's what I've learned, in no particular order: Must be off site, with no access to electronic interruption Should be intense. Save the rest and relaxation for... Continue reading
Posted Sep 18, 2018 at QViews
Responses in the email newsletter industry have varied from OMG to Who Cares, and we still don't know what the implications will be. Will non-profits and small businesses be ignored while the EU pursues deep-pocketed companies? Will the impact vary much from country to country? How much will European citizens (and British citizens) report on problem behavior they see? How much non-compliance will be tolerated? One CLO Tested His Employees’ GDPR Knowledge. He Was ‘Shocked’ at What He Found, 2018-Aug-2, Interview of CLO John Boswell of SAS Institute by Phillip Bantz “After we had done hours and hours of... Continue reading
Posted Aug 24, 2018 at QViews
We can't tell someone to 'stop being lazy.' We can only help them identify and overcome their challenges. Medium: Laziness Does Not Exist (but unseen barriers do) [paywall], 2018-Mar-23 by E Price I’m hoping to awaken my fellow educators — of all levels — to the fact that if a student is struggling, they probably aren’t choosing to. They probably want to do well. They probably are trying. More broadly, I want all people to take a curious and empathic approach to individuals whom they initially want to judge as “lazy” or irresponsible. If a person can’t get out of bed, something is making... Continue reading
Posted Aug 21, 2018 at QViews
Noah Zandan has some great research on 'speaking as a leader.' Harvard Business Review: How to Stop Saying “Um,” “Ah,” and “You Know” 2018-Aug-1 by Noah Zandan Finally, I can’t stress the importance of preparation enough. Nerves are one of the biggest reasons people overuse vocal fillers. The less prepared you are, the more nervous you’ll be, which will likely cause you to speak too quickly, trip over your words, and forget what’s next. So practice. On average, the optimal ratio of preparation to performance is one hour of practice for every minute of presentation, but at the very... Continue reading
Posted Aug 16, 2018 at QViews
Anxiety is a signal, not a sentence. Fast Company: How to make your anxiety work for you instead of against you, 2018-Jul-17 by Stephanie Vozza When you have too much anxiety, it’s often because you’re telling yourself a story. “For example, ‘If I don’t do a good job I’ll get fired,’ ‘My boss hates me,’ or ‘I’m going to embarrass myself,'” says [Bob] Rosen [Conscious]. It’s often not the event that causes anxiety; it’s the story we tell ourselves about it.” When this happens, take a long walk or breathe deeply if you have too much anxiety. Meditation is a... Continue reading
Posted Aug 6, 2018 at QViews
More and more brands are appealing to their customers' values instead of touting the quality of their product. Pepsi appealed to the youthful desire for adventure, Blue Apron connects to the commitment to ethical eating habits, Godiva is going for the people who appreciate artisanal crafts. I'm not sure what... Continue reading
Posted Aug 2, 2018 at Steady CRM
Thank you, thank you, Timothy Taylor, for introducing me to the work of John Tooby and Leda Cosmides. (Check out Coalitional Instincts and Fox News, or MSNBC.) We are evolutionally programmed to join coalitions and those coalitions ask us to signal our loyalty to the group. Sometimes they ask us to do despicable things. Conversable Economist: How Coalitional Instincts Make Weird Groups and Stupid People, 2018-Jul by Timothy Taylor ...we all feel a strong need to join groups, we do have some degree of choice and agency over what groups we end up joining. Even within larger groups, like a... Continue reading
Reblogged Aug 1, 2018 at QViews
Pepsi finally succeeded in challenging Coke by NOT using a taste test but instead using a personality test. Sometimes the job our product needs to do is make the person feel empowered. As long as our products deliver on that promise, our customers will be very loyal. Medium: People Don't... Continue reading
Posted Jul 30, 2018 at Steady CRM
I'm very tired of listening to people belittle the people they disagree with. I want to avoid the trap and learn to understand more people, all the time. I recently found an article for journalists that explains how to frame a discussion in order to avoid having both parties retreat into their battle positions. How to complicate a narrative: Amplify contradictions Widen the lens Ask questions that get to people's motivations care, fairness, liberty, loyalty, authority, sanctity Listen more, and better Expose people to the other tribe Counter the confirmation bias (carefully) Solutions Journalism Network: Complicating the Narratives, 2018-Jun-27 by... Continue reading
Posted Jul 25, 2018 at QViews
Some customers are special. We should all be working to identify, recruit and support the customers that will help us build our business. Fast Company: Target has a secret app for superfans, and it looks like Instagram, 2018-Jul-11 by Mark Wilson [It's] Studio Connect, an app developed inside Target in... Continue reading
Posted Jul 23, 2018 at Steady CRM
When designing emails, most companies don't give much thought to customer loyalty issues. Getting people to open and click dominate the process. However, there are a few simple procedures that prevent unsubscribes and signal our audience that we are willing to earn their attention and loyalty. Use a calendar to establish an emailing plan that customers can learn to expect Segment customers by behavior, starting with the most loyal VIP types Study unsubscribers and develop a heartfelt re-engagement campaign--but do let people unsubscribe quickly. SendGrid Blog: What is Retention Marketing? And How to Use it in Your Email Program, 2018-Jul-13... Continue reading
Posted Jul 19, 2018 at QViews
Today, brick-and-mortar stores have to be more than a place to buy something. They have to become places where we do things such as learn and connect. Forbes Online: Retail Revival: How Joann, Office Depot And Even Nordstrom Are Staying Relevant, 2018-Jul-3 by Bryan Pearson The sewing and fabric chain,... Continue reading
Posted Jul 16, 2018 at Steady CRM