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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
Installing a CRM can be a wrenching experience for any established business, but it's especially challenging for a retail business with a big diverse breadth of products, such as a grocery or department store. One of the reasons is that 'category management' or deciding what items to stock keeps getting... Continue reading
Reblogged 5 days ago at Steady CRM
I recently subscribed to Fry's daily deals email because I want to track down a few unusual items. I could find them at Amazon but I agree with the Fry's customer quoted below. When it comes to unusual items, being able to handle them before you buy can be very... Continue reading
Reblogged Mar 14, 2017 at Steady CRM
We seem to have a growing awareness that unbridled growth is not healthy. Signal v. Noise: Exponential growth devours and corrupts, 2017-Feb-27 by David H. Hansson As Douglas Rushkoff says, we need a new operating system for startups. The current one will keep producing the same extractive and monopolistic empires we’ve gotten so far. No, what we need is a new crop of companies that are institutionally comfortable with leaving money on the table. Leaving growth on the table. Leaving some conveniences and some progress on the board, in order to lead the world into a better direction. The solution... Continue reading
Posted Mar 10, 2017 at QViews
J.C. Penney appears to be turning the corner back into viability by focusing on a specific customer and being willing to remake themselves for her. Loyalty to the customer has to preceded loyalty from the customer. Loyalty360: J.C. Penney seeks dramatic turnaround in brand loyalty, 2017-Mar-2 by Jim Tierney CEO... Continue reading
Posted Mar 9, 2017 at Steady CRM
The fact that polling is broken and easy answers are so infernally popular has me looking for ways to improve decision making. Maybe this will help... Nature: A solution to the single-question crowd wisdom problem, 2017-Jan-26, by Drazen Prelec, H. Sebastian Seung, and John McCoy Here we propose the following alternative to a democratic vote: select the answer that is more popular than people predict. We show that this principle yields the best answer under reasonable assumptions about voter behaviour, while the standard ‘most popular’ or ‘most confident’ principles fail under exactly those same assumptions. Like traditional voting, the principle... Continue reading
Reblogged Mar 4, 2017 at QViews
The internet is all a buzz about this article that says social media doesn't work to find new customers. If we read far enough, we'll learn that it works very, very well for improving customer loyalty. We should make it easy for our customers to become closer through their preferred... Continue reading
Posted Mar 3, 2017 at Steady CRM
So here's another reason why facts don't change our mind... We're used to getting along without them. New Yorker: Why Facts Don't Change Our Minds, 2017-Feb-27 by Elizabeth Kolbert When it comes to new technologies, incomplete understanding is empowering. Where it gets us into trouble, according to Sloman and Fernbach, is in the political domain. It’s one thing for me to flush a toilet without knowing how it operates, and another for me to favor (or oppose) an immigration ban without knowing what I’m talking about. Continue reading
Reblogged Mar 2, 2017 at QViews
When building a loyalty program, we often forget the diversity of our customer base has to be matched by the diversity of our rewards and recognition tools. Just for their small business clients, FedEx has built an amazingly diverse array of awards Tech Award that helps business owners acquire the... Continue reading
Posted Feb 28, 2017 at Steady CRM
The 'solution reflex' is a cool tool for any business person who frequently has to introduce their business model. Steady CRM: Problem: Businesses lose track of their customers. Solution: Loyalty and/or communications programs that systematically touch customers. Market: Medium-sized companies that are outgrowing their original systems. Business model: Installation and support of customer relationship management tools and processes. Not great but it's a start. VentureBeat: Your Business Summary is in the Wrong Order, 2016-Nov-13 by Dave Bailey An effective summary answers questions in four ordered categories; Problem, Solution, Market and Business Model. I’ve used this approach to raise hundreds of... Continue reading
Reblogged Feb 24, 2017 at QViews
My Coke Rewards has its fans, but from the outside, we can't tell if it's really driving revenue for Coca-Cola. This company has so many constituencies, and they certainly need to be kind to the program's fans, but they can't keep pouring money into a program that will never appeal... Continue reading
Posted Feb 23, 2017 at Steady CRM
To some extent, I think the rise of 'fake news' or propaganda, or whatever it is, relates to our inability to handle uncertainty. We hear something we don't want to believe, we worry it may be true, then we look for disproof. When we see something we like, we decide that must be true. We are too ready and willing to stop searching. Real truth is an evolving reality. We have to be searching constantly, scanning in places we haven't look before. Points: The Inescapability of Uncertainty: AI, Uncertainty, and Why You Should Vote No Matter What Predictions Say, 2016-Oct-31... Continue reading
Posted Feb 21, 2017 at QViews
I spend most of my time swimming around in data around customer behavior. As a marketer I'm usually less interested in what people think than what they do. However, when I'm trying to convince a business owner to start a loyalty program, I have to deal with his or her... Continue reading
Posted Feb 20, 2017 at Steady CRM
Dunnhumby is the architect of Kroger's loyalty program and they recently completed a worldwide review the drivers of grocery store loyalty, which they measure in a Customer Centricity Index. They attribute 34% of a store's customer centricity as being demonstrated by customer affinity for the store. They define "affinity" as... Continue reading
Reblogged Feb 18, 2017 at Steady CRM
As this story about Robert Kraft demonstrates, loyalty can lead to many good things. Having a loyal friend that opens your eyes to experiences you've never encountered is a very good thing. Fighting for a friend who's done something wrong can be a good thing or a bad thing. If... Continue reading
Reblogged Feb 14, 2017 at Steady CRM
We can't combat clickbait and fake news without understanding why they arose and which of our behaviors feed them. In fact, if we want to have any control of ourselves in the stream, we have to understand how to navigate the newsfeed. I've always been very careful to identify my sources, but communicating context is a new challenge for me. How We Get to Next: The Schedule and the Stream, 2017-Jan-27 by Matt Locke The feed massively increased the visibility of your network on Facebook, and helped raise the profile of stories that were being shared by millions of people... Continue reading
Posted Feb 11, 2017 at QViews
Alex Mather points out that moving away from supplying a commodity means finding and nurturing relationships with people who are interested in creating unique and powerful work. Those people will expect a journey and not a product. Red Lemon Club: How to Survive the Biggest Creative Job Decline of All Time, 2017-Feb-1 by Alex Mathers Meaningful art and design that makes an impact on its users is growing and vital, and relies on ‘expert practitioners’ who understand process to carry it out well with their clients. But at the other end, commodity products and cheaper labour allow others to get... Continue reading
Posted Feb 10, 2017 at QViews
You can configure a CRM platform to track some of these statistics, but that doesn't excuse an account manager from knowing where an account could go. That requires having a vision for your customers. RESET: The One Thing Your CRM Can't Track--That Matters Most, 2017-Feb-1 by Wayne O'Neill Your prospects... Continue reading
Posted Feb 9, 2017 at Steady CRM
Marriott has two big customer groups: hotel owners and travellers. Recently they've been driving a lot of feedback by putting their innovation ideas out in front of them. We don't have much visibility into what the owner/investor community thinks, but you can see what some of the travellers are thinking... Continue reading
Posted Feb 8, 2017 at Steady CRM
I see a lot of problems in marketing, but I hadn't been seeing them as problems of "unlearning." Now I will. Harvard Business Review: Why the Problem with Learning Is Unlearning, 2016-Nov-3 by Mark Bonchek We need to unlearn the push model of marketing and explore alternative models. For example, instead of using relationships to drive transactions, we could be building brand orbits and embedding transactions in relationships. Instead of customers being consumers, we could have relationships with them in a variety of roles and social facets. Beyond delivering a value proposition, we could be fulfilling a shared purpose. Continue reading
Posted Feb 7, 2017 at QViews
Customers on social media enjoy sharing their favorite brands, and when companies recognize and reward them, loyalty grows. This article shares several different examples. Chirpify: Columbia Sportswear Named Retail Innovation Finalist for Engagement Loyalty, 2017 Using the Chirpify platform allows Columbia Sportswear to reward its Greater Rewards loyalty plan members... Continue reading
Posted Feb 6, 2017 at Steady CRM
Joshua Johnson, host of 1A radio show replacing Diane Rehms, quoted in the Washington Post: I think from before I was old enough to know what I was onto, I was onto the idea that information was a currency, that it was a way to create influence, it was a form of power, it could confer attention, that it could confer prestige, and that it could change the way people interacted with you. It could foster trust. Continue reading
Posted Feb 5, 2017 at QViews
This article lovingly goes over all the social media mistakes that big brands have made, reassuring us that if we provide good value to our customers, our businesses will survive our mistakes. ClickZ: The ONLY lesson from every social media brand fail example ever, 2017-Feb-2 by Danny Goodwin So make... Continue reading
Posted Feb 4, 2017 at Steady CRM
Every business owner and professional is challenged to maintain their business relationships, including me. We all have to decide what we value and which customers and contacts deserve our loyalty. And then we have to develop a strategy. I call this strategy 'marketkeeping' because it reminds me of housekeeping. It... Continue reading
Posted Feb 1, 2017 at Steady CRM
We won't know if a ban on reporting election polls will increase turnout until we try. Apophenia: Put an End to Reporting on Election Polls, 2016-Nov-10 by danah boyd ...there’s a more insidious problem with the polling data that is often unacknowledged. Everyone and their mother wants to collect data from the public. And the public is tired of being asked, which they perceive as being nagged. In swing states, registered voters were overwhelmed with calls from real pollsters, fake pollsters, political campaigns, fundraising groups, special interest groups, and their neighbors. We know that people often lie to pollsters (confirmation... Continue reading
Reblogged Jan 25, 2017 at QViews
Before we decide to be loyal to any person or institution we have to consider our values for possible conflicts. Once we've sacrificed our integrity, how will we be able to get it back? Bloomberg: Why Trump's Staff is Lying, 2017-Jan-23 by Tyler Cowen Another reason for promoting lying is... Continue reading
Reblogged Jan 25, 2017 at Steady CRM