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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
Salesforce is a tremendous tool for enabling loyalty among our customers. The only challenge is figuring how to use the overwhelming amount of data and activities it provides. (We can help you with that.) Being a part of the Salesforce user base inspires loyalty in many different ways. When I... Continue reading
Reblogged 3 days ago at Steady CRM
When I travel, I don't look for luxury. I'll pay extra for a unique experience, but I'll also settle for clean and efficient, so I can get out and experience my destination. Wyndham Hotels, with its high percentage of budget and moderately-priced offerings, is looking to appeal to mainstream travelers... Continue reading
Reblogged Oct 12, 2016 at Steady CRM
What can we do for our customers they can't find someplace else? Maybe it's just the way we do it that makes the difference. NY Times: The Neighborhood Bookstore’s Unlikely Ally? The Internet, 2016-Oct-5 by Amy Haimerl [Independent book store] owners like Mr. Makin are finding ways to gain customer... Continue reading
Reblogged Oct 6, 2016 at Steady CRM
In the years I've been reading Michael Katz's newsletters on newsletters, I've laughed and learned a great deal. His chatty style is always leading to a easy-to-remember point. I certainly feel that I know him well. When we write in concrete, relatable details, then we create a connection. Blue Penguin Development: Do Your Prospects Trust You? Try This, 2016-Sep-23 by Michael Katz The best advice I could ever give you about writing in a more authentic way is simply this: Write to readers as if you already know them well. When you include specific references to recent events, they’ll feel... Continue reading
Reblogged Oct 5, 2016 at QViews
Have you seen a program on CBS called Game Changers? We see the tail end of it every Sunday morning before our favorite news program. We noticed its sponsorship by EA Sports and suspected it was a promotion for electronic games. Then we realized the show is about pro athletes... Continue reading
Reblogged Oct 3, 2016 at Steady CRM
Over the years, I've spent a lot of time arguing with clients about the tone of voice in their communications, and in the end, I decided not to pursue work as a copywriter. I'm not a playful writer but I'm committed to being accessible, using down-to-earth and conversational language. Clients seem to think I was devaluing their products and services by not being serious enough. And I just hated writing boring, pompous stuff. Now the Nielsen Norman Group has produced some research over the tone of voice used on web sites, finding that casual, conversational tones performed best most of... Continue reading
Posted Sep 5, 2016 at QViews
One of the most effective ways to build long-term relationships with our customers is to help them become more powerful, successful and fulfilled. You can learn more about this concept from Michael Schrage. Rosetta Stone narrows in on their customers' desire to become multilingual. And they don't just sell a... Continue reading
Posted Sep 4, 2016 at Steady CRM
Technology allows us to stay in touch with people and even automates those touches, but technology cannot build a relationship. It builds awareness and educates. To practice CRM, you actually have to maintain a relationship with a customer by interacting with them IRL (in real life). Bisnow: Why You Still... Continue reading
Posted Aug 31, 2016 at Steady CRM
Committed to staying on the leading edge of customer service, JetBlue has created a technology incubator in Silicon Valley to encourage new solutions to travel challenges. Mozio helps travelers get transportation to and from the airport. Loyalty 360:Technology meets humanity for JetBlue and JetBlue Technology Ventures to improve customer experience,... Continue reading
Posted Aug 23, 2016 at Steady CRM
Feeling stalled is a dangerous perspective. We have to see the possibilities and not the obstacles. Or see the obstacles as possibilities. Seth's Blog: Effort, 2016-Jul-12 by Seth Godin Usually, what we do is, "try our best under the circumstances." So, you're getting good service, but if the CEO's daughter was here, you can bet she'd be getting better service. So, you're running hard as you train, but you can bet that if you were approaching the finish line at the Olympics, you'd be running harder. The trick: don't redefine trying. Redefine the circumstances. Continue reading
Reblogged Aug 11, 2016 at QViews
I encountered spin cycling in the later 90's, and quickly realized the quality of the instructor was crucial to a good workout. Maybe that's true for most instructor-led exercise classes, but spin cycling lost all its fun when the instructor had poor music, tempo and coaching skills. And that was... Continue reading
Reblogged Aug 10, 2016 at Steady CRM
We are hearing more and more reasons to develop our storytelling skills. This article includes quite a few helpful tips. Wall Street Journal: Why Good Storytellers Are Happier in Life and in Love, 2016-July-4 by Elizabeth Bernstein Tell stories of the past, present and future. Highlighting great memories or successes that you had together in the past helps you reconnect. Narrating recent events that have happened to you, or telling a story about a challenge you are facing, helps illuminate what matters to you. Weaving a story of a future event as you’d like it to happen—a vacation, a child’s... Continue reading
Reblogged Aug 8, 2016 at QViews
I recently volunteered to help a sales manager develop a customer journey map for her company. When she left I began sharing it with the CEO, but the CEO was turned off by it. The process seemed completely unnecessary to her (the CEO). The CEO and founder does want to... Continue reading
Posted Aug 5, 2016 at Steady CRM
Imagine using your loyalty rewards to order a nice cooler. Maybe it will be cheaper because it comes with the logo of your favorite water brand. Now imagine carrying your cooler past a convenience store and that cooler reminding you to buy the branded water. Now imagine it sending a... Continue reading
Reblogged Aug 4, 2016 at Steady CRM
We can enjoy a terrific interview with Chris Voss published by Talks at Google. Chris is the reigning educator on negotiating skills, and his book is Never Split the Difference. Yes is a commitment, no is protection (not a problem, just a good beginning) Make your counterpart (not adversary!) feel safe, and they grow more creative Hesitate and let your counterpart think Don't ask for a 'few minutes to talk,' instead say... 'is now a bad time to talk'? Summarize the other person's point of view, even if it's not in your favor. Get them to say 'That's right' because... Continue reading
Posted Aug 3, 2016 at QViews
The same communication tools which support our health can be used to encourage overspending and dependency. We have to be careful with our loyalty. Luxury brands won't solve our status challenges, and expensive drugs can't solve our health problems by themselves. We have to integrate a healthy, skeptical search for... Continue reading
Reblogged Aug 1, 2016 at Steady CRM
Seth Godin is very good at reminding people to keep going even though they are not yet seeing results. (I highly recommend The Dip: A Little Book That Teaches You When to Quit (and When to Stick). Recently he reminded us that we can't reason our way into cultural change. No matter how good the reasoning, we have to expect slow change based on our commitment. If we trust our reasons we have to trust that time is on our side. We have to be role models and cheerleaders and analysts, and we have to figure out how to sustain... Continue reading
Reblogged Jul 29, 2016 at QViews
Not many of us think about hanging out in a hotel in our hometown. Often the food is just okay, and the decor very corporate. Hyatt, Westin and Marriott have recently instituted programs and rewards to attract local residents. Travelers are reassured by seeing locals, and their experience becomes more... Continue reading
Reblogged Jul 28, 2016 at Steady CRM
What I love about Daniel Kahneman is that he's opened our eyes to the fact that just because behavior is irrational, doesn't mean we can't understand it. We CAN understand and control irrational behavior, and we don't have to control all of it... Just the part that's doing us harm. I recently discovered the writings of Chris Dillow, who's applying the principles to politics. What a relief. Stumbling and Mumbling: Cognitive biases, ideology & control, 2016-July-3 by Chris Dillow If people are subject to cognitive biases when they have big incentives to be right – when they are investing their... Continue reading
Reblogged Jul 27, 2016 at QViews
We want to provide the very best solutions for our customers. So we study the competition carefully, committed to staying on top of the latest trends. We study the research, hoping to be the first to unearth an important new insight. Unfortunately, those honorable activities often cause us to disconnect... Continue reading
Posted Jul 26, 2016 at Steady CRM
I read many articles from mass email service providers about how to write more productive emails. Now I'm getting a fresh perspective from the GMail app called Boomerang. The application reminds its users if an email has not yet received a response, among other features, and is now available for Outlook as well. Boomerang decided to analyze the 40 million emails that used their application last year, and recommend... Keep the writing complexity down to 3rd grade level (use the Flesch Kincaid analyzer to measure) Include a couple of questions Write with gentle emotion (see below) 75 to 100 word-long... Continue reading
Reblogged Jul 20, 2016 at QViews
When we build an image for our brands, we have to consider so much more than "marketing communications." Our actions and our interests convey so much more than tweets and advertisements could ever communicate. On of our role models in 'acting out the brand' is KIND Snacks. Prophet: The Not-Only-for... Continue reading
Posted Jul 18, 2016 at Steady CRM
People tell us that good planning will lead to project success but that's a lie. Good planning can keep your friends on your side when the project is completely messed up. Good planning can help you track where things went off the rails. Good planning can lessen your guilt, but wait, maybe we have nothing to feel bad about... Psychology Today: Big Projects, Big Mood Swings, 2016-Jun-30 by Jim Stone In general people feel far too much shame when one of their projects fails due to unforeseen complications. It happens to nearly everyone who bothers to take on large projects... Continue reading
Posted Jul 15, 2016 at QViews
As we try to drive loyal customer behavior, we often make mistakes because we over-simplify. We don't just have one kind of customer who is more loyal. Our loyal customers have diverse motivations, and their behavior can be triggered by various events. And they experience different emotions, yet all still... Continue reading
Reblogged Jul 14, 2016 at Steady CRM
In the U.K., Virgin has released a new mobile app, Virgin Red, which is designed to attract current and new customers. Games, quizzes, content and unusual offers convey the entertaining brand image of Virgin. Current customers can log their loyalty and be recognized for their loyalty, but non-customers can still... Continue reading
Reblogged Jul 8, 2016 at Steady CRM