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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
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
No job is perfect but most of them are well worth doing, even if it's just to prove we can. And in the process, we will no doubt learn something, usually something about ourselves. Quartz: Want to love your job? Read this article, 2018-Jul-6 by Ephrat Livni It’s not the job itself that gives us a sense of purpose, but the pleasure of work. Yes, that’s right. Pleasure. Because work at its best—whether it’s pouring coffee or defending the indigent accused in a county jail—is a kind of play. In the moment of doing, meaning doesn’t matter, just the task.... Continue reading
Posted Jul 11, 2018 at QViews
Stop and imagine for a moment that you could no longer dart over to the drugstore to choose the right kind of bandage for that fresh cut on your hand. Suppose you had to order online, and maybe you could get one-hour delivery but what if that bandage didn't fit...... Continue reading
Posted Jul 10, 2018 at Steady CRM
The customer experience of paying online can be frightening. Any signal that the transaction is insecure or the seller is sloppy can destroy a budding relationship. Is the Transactional Email Experience Critical for Customer Loyalty?, 2018-Jul-3 by Laura Chieri of Mailjet In our recent research study, we found that 93% of consumers would consider choosing a rival brand following a negative transactional email experience. So, what aspect would lead to a dissatisfactory interaction? Fear not, we asked that too. Spelling, grammar and language mistakes. Emails that contained sensitive information. Emails that don’t visually look like a brand’s website. Emails... Continue reading
Posted Jul 9, 2018 at QViews
We hope that Angela Ahrendts is right about the customer and employee experience at Apple stores. They are wealthy enough to have very expensive stores that don't cover their cost in revenue. But we have to wonder if this model is fragile, and will be unsustainable when that perfect cultural... Continue reading
Posted Jun 27, 2018 at Steady CRM
We haven't heard of this approach before, but it probably does exist other places. Shouldn't it be everywhere? It's also is a good way for Flipkart to differentiate themselves from Amazon. inc42: Flipkart To Make Another Bet On Customer Loyalty Programme, But In A Unique Way, 2018-Jun-21 by Bhumika Khatri Indian ecommerce company Flipkart is ready to make another bet on its customer loyalty programme, but in a unique way. Rather than charging an upfront fee for the membership, the Flipkart customer loyalty programme will be activated once a customer hits a certain threshold of purchases. According to reports, the... Continue reading
Posted Jun 22, 2018 at QViews
When we work to generate and, even more importantly, accept ideas from our customers, we create bonds that last. Econsultancy: Lego to BMW: How brands have used co-creation to earn consumer trust, 2018-Jun-19 by Nikki Gilliland ...consumers are far more positive about a brand (and are more likely to promote... Continue reading
Posted Jun 21, 2018 at Steady CRM
Online reviews have become a vital part of the loyalty ecosystem. Some customers like to share their experience, and some companies reward them. Unfortunately, reviews can be difficult for several different reasons. Some hotel chains have been inundated with over-the-top reviews from people who expect VIP status in return. Bad reviews can be undeserved. Paid reviews are getting easier to spot but will always be an issue. Managing our customer reviews is a job that needs to be shared between marketing and customer service. NY Times: Why You Can’t Really Trust Negative Online Reviews, 2018-Jun-13 by Caroline Beaton The credibility... Continue reading
Posted Jun 19, 2018 at QViews
The tradition in the pay-TV industry is for providers to grow by dangling short-term offers at new subscribers. Existing customers usually see their rates spiraling upward over the years. Last year, Sky TV in Europe turned a new direction and began promoting better benefits available the longer customers continue to... Continue reading
Posted Jun 18, 2018 at Steady CRM
Here's a new thing to worry about, although I'm not sure how prevalent it is... Opposed to the tradition of hacking into someone's databases, a new kind of data piracy involves capturing interactions between brands and their customers in real time. The more data we collect about our customers, especially on mobile devices, the more we have to worry about this. AdExchanger: Brand Privacy: Who’s Knocking Off Your Consumer Data? 2018-Jun-13 by Mark Shedletsky of Vertical Mass Brands spend billions of dollars to cultivate one-to-one relationships with consumers and create audience profiles in exchange for discounts and other rewards. There’s... Continue reading
Posted Jun 15, 2018 at QViews
We know that Marriott is working with Salesforce to build the type of customer information platform they need. The investment will be substantial and re-training the employees will take quite a while, but it's essential. TechRepublic: Why Marriott's CEO worries more about Amazon and Facebook than Airbnb, 2018-June-13 by Matt... Continue reading
Posted Jun 14, 2018 at Steady CRM
I appreciate this article for breaking down the challenges of procrastination. I'm trying to institute some new routines, and the transitions are killing me. But I guess they will until I'm in the habit of plunging. How to Actually Start the Task You’ve Been Avoiding, 18-May-30 by Peter Bregman The biggest challenge to moving forward on anything is the transition to working on it. It almost always represents a shift from doing something comfortable (a warm bath, sending simple emails, knocking straightforward tasks off a to-do list, completing transactional conversations) to doing something uncomfortable (a cold bath, starting that... Continue reading
Posted Jun 13, 2018 at QViews
We heartily endorse brands that view loyalty as a customer habit to build instead of an incentive or promotion where loyalty is purchased. The Dallas Mavericks are partnering with a new blockchain-based company that rewards participants for meeting fitness challenges. These challenges are flashy, but if they lead to long-term... Continue reading
Posted Jun 12, 2018 at Steady CRM
The safest way to hire is to find someone you've worked with before. Unfortunately, it perpetuates bias. NY Times: Karina Lake of Stitch Fix on Building Diverse Teams, 2018-Jun-1 by David Gelles One of the biggest challenges standing in the way of diversity and equal opportunity for people is the way that people build founding teams. People tend to bring on my buddy from this thing and then my buddy from that thing, and it’s like, “You’re just kind of bringing the same people that you’ve worked with back together, getting the gang together again to found another company.” That... Continue reading
Posted Jun 7, 2018 at QViews
Cosmetics are becoming a "super consumable" with enthusiastic shoppers buying more often and trading up to more expensive products as they enjoy the extensive customer service available at brick-and-mortar stores like Ulta. Ulta is also making sure the online channel is available in-store, enjoying major growth on mobile device orders.... Continue reading
Posted Jun 6, 2018 at Steady CRM
SEO is often seen as a matter of gaming the search engines, but it's actually a powerful fundamental marketing tool on the internet. This article arms us to use it for the long-term benefit of our business. The Wiglaf Journal: Why Every Business Should Invest in SEO, 2018-May by Brooklin Nash The bedrock of building up your SEO is good research – which will benefit your entire business in the long run. SEO requires learning more about your target audience through keyword research. You start with something small—using one word or phrase that you think people will use to find... Continue reading
Reblogged May 31, 2018 at QViews
Actually, the new program is still in pilot, but we're very impressed with the clarity and timing of this announcement. Kohl's is committed to sharing their reasons and plans with their customers. Kohl's press release: Kohl’s CMO Greg Revelle Reveals the Future of Loyalty: Kohl’s Rewards, 2018-5-22 Why change a... Continue reading
Posted May 30, 2018 at Steady CRM
As entrepreneurs, if we want to survive... we have to know what our customers want. That changes... it sucks but it happens. CultureBy: American culture and the story of OJ, 2018-May-2 by Grant McCracken We are accustomed to thinking about value as something that comes from utility, from functional benefits, from what Christensen calls “purpose.” This is merely part of value. Value also comes from meaning. But functional value is the thing we measure when we price. Meaning is largely invisible to our calculations. This is why culture is the “dark matter” of American capitalism. And this brings us to... Continue reading
Posted May 28, 2018 at QViews