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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 most companies, the customer journeys through knowledge toward a purchase. But loyalty leaders like Sephora recognize that they have to keep creating new experiences to keep the customer on the right path. In our customer marketing we should always be asking ourselves, what can I do for the customer... Continue reading
Posted 15 hours ago at Steady CRM
I've been exploring the ideas published by Rob Fitzpatrick in The Mom Test. Although he's speaking to startup founders, many of his ideas have strong application for all customer research and business development. When talking to customers about our business, we have to get information, even if that it's a "no," because NO is valuable feedback. Here's a range of things we ought to ask for: Hard data about the customers business (i.e., sales are down/up 20%) Goals the customer is working toward Obstacles the customer is encountering Other people we should talk to (actual connections, not theoretical) Workarounds the... Continue reading
Reblogged yesterday at QViews
One million customers just joined the Nordstrom loyalty program after it was opened up to members not using a Nordstrom credit card. Nordstrom has been struggling against competition from online retailers as well as other economic trends, and they have good prospects of turning it around for three reasons. Those... Continue reading
Reblogged 2 days ago at Steady CRM
When I arrived at Columbia Business School, I was delighted to discover that every subject was just about solving problems. Instead of explaining things, we we always expected to propose solutions. Of course, the problem with business school is we seldom had the opportunity to execute a solution, and even if we did, we weren't around long enough to see if it really worked. When I look back, I realize I have often gotten hung up on my solution. But now I've found the right perspective... there's always another problem (and sometimes it's coming from our solution). Medium: The BOOTSTART... Continue reading
Posted 3 days ago at QViews
Once we focus on customer loyalty, we confront the challenges of defining and supporting it. For every company, organization, community and person, loyalty means something slightly different. A recent interview of Ines Temple reveals the complexity. I have boiled down her 15 points in order to better absorb them... (see... Continue reading
Reblogged 4 days ago at Steady CRM
Just getting ready for today's problems! Ozy: The Man Behind TED Talks on Persuasive Speaking, 2016-Apr-19 by Neil Parmar Optimism is the stance that problems are there to be solved, that problems are actually solvable and that if you want an operating manual for life, you carve two tablets: One of them says problems are inevitable, and the other says problems are solvable. It’s kind of a great way to stay calm and keep moving. Continue reading
Reblogged 6 days ago at QViews
Recently, I've been talking to many people about possible projects and jobs. They are distressed when I tell them my hourly rate. They respond... so consider that you're hardly making anything now, wouldn't a lower rate be better than nothing??? Uh, no. (Explained below.) VentureBeat: Why I turned down 500k, pissed off my investors and shut down my startup, 2016-Jun-9 by Tim Romero I am not particularly risk-averse, but I pay attention to risk and reward. As an investor, I probably would have told me to take the money and try to make it work. But the risk-reward equation for... Continue reading
Reblogged 7 days ago at QViews
Marketing automation has turned into a big headache for many companies. As it's very expensive, both in terms of money and time, management is putting pressure on marketing departments to show return on that investment. Unfortunately, these powerful marketing automation tools demand planning AND flexibility AND a surprising dose of... Continue reading
Reblogged Jun 16, 2016 at Steady CRM
The big design challenges for customer surveys... Get it to the customer fast Make it fast to read Make it fast to take Make it pretty... but not slow Make it fun... but quick Make it the beginning of a relationship by showing customers how you're using their feedback. Continue reading
Reblogged Jun 8, 2016 at Steady CRM
Sharing our problems and challenges is a great way to build trust. Unfortunately, that behavior inspires many people to try and solve our problems. If you have that inclination please squelch it. And if you can't, consider these words. The whole article is highly recommended--learn the context of this advice! First Round Review: Advice is Cheap--Context is Priceless, 2016-April by Hiten Shah Good advice takes pattern recognition and selection, but with that, comes the tendency to rigidly categorize people alongside their situations. So here’s the mantra of the advice giver: don’t react. Ask yourself how to advise in a way... Continue reading
Reblogged Jun 7, 2016 at QViews
I used to work for a company whose primary business was executing customer surveys. We focused on making customers feel appreciated, and if we were still together, we'd be horrified at the current state of the follow-up survey. I scarcely participate any more, and the last one I completed (for... Continue reading
Posted Jun 6, 2016 at Steady CRM
When selecting topics for my blog, I prefer to share evidence. But we have to be careful... data doesn't speak for itself. Context is crucial and the best way to provide it is by telling a story--especially a story that makes people feel something. Forbes: Data Storytelling, 2016-Mar-31 by Brent Dykes Memorability: A study by Stanford professor Chip Heath (Made to Stick author) found 63% could remember stories, but only 5% could remember a single statistic. While 2.5 statistics were used on average in the exercise and only 10% of the participants incorporated a story, the stories are what caught... Continue reading
Reblogged Jun 2, 2016 at QViews
We recently encountered a sales person who was frustrated in trying to meet his sales manager's goals (not just sales but new business leads). He gave us a peek at this Salesforce application, and we were appalled. The lack of good administrative support was holding him back. He was required... Continue reading
Posted Jun 1, 2016 at Steady CRM
I manage volunteers, and when I ask them to do something, they often respond, "Yes, if you'll supply me with ____." One of the days, I'm going to get smart enough to recognize that as a "no." I admire them for finding a way to push back and delay. Here are more good tips from Sam Spurlin. The Ready on Medium: Why Effective Organizations and People Know “The Inverted Pyramid is Fractal”, 2016-May-25 by Sam Spurlin “What is critical and what can be pushed until later?” “What’s a need to have vs. what’s a nice to have?” You ask these... Continue reading
Posted May 31, 2016 at QViews
On my recent LinkedIn post, It only takes an accountant to run most loyalty programs, photographer and writer Bob Rehak shared a sharp insight: Bob Rehak comment: "Rewarding heavy users is a hallmark of one dimensional loyalty programs. The airlines have gone overboard with these. They now disincentivize all but... Continue reading
Posted May 30, 2016 at Steady CRM
Whenever we have to negotiate a sale, we confront the fact that sellers and buyers naturally disagree about price, based on the endowment effect. Science has demonstrated a bias among owners to over-estimate the value of any item they possess. This bias does not make the potential buyer correct, but it ought to give the seller pause. Your buyer is very unlikely to accept your initial offer, all other issues being equal. Fortunately, science is also showing us some ways to better protect the seller's price. Harvard Business Review: Why Buyers and Sellers Inherently Disagree on What Things Are Worth,... Continue reading
Posted May 26, 2016 at QViews
When asked why they don't have a loyalty program, many independent coffee shop owners say "I'm not giving away coffee to people who stop here everyday anyway." They focus on the lost profit margin in a single cup of coffee. Unfortunately, their competition, Starbucks, looks at loyalty as an asset... Continue reading
Reblogged May 25, 2016 at Steady CRM
While I find it easy to remember that pricing is part of the product, I forget that you probably can't reach the correct price without some experimentation. So the best way is to produce various configurations of the product and see which one appeals to your target audience. It is impossible to demonstrate the value of your product without a clear communication of its price. Fluxx Studio Notes: The first rule of pricing is: you do not talk about pricing, 2016-Apr-18 by Tom Whitwell [Whitwell's excerpts have been slightly edited and emphasized to make them easier to read. The full... Continue reading
Posted May 20, 2016 at QViews
We have two different issues to consider Is technology changing the design and use of loyalty programs? Is technology altering customer behavior around loyalty? The answer to both questions is yes, but we have to notice these changes flow in many different directions, and may be interdependent or independent of... Continue reading
Posted May 17, 2016 at Steady CRM
First, just start answering your customers, sharing things with them. Then worry about how to organize and edit what needs to be said and how to style it. Stephanie Hay, a 'content strategist' with Capital One was recently interviewed about why so many companies have so much trouble generating 'engaging content.' See her excellent remarks quoted below. Her recommendations reminded me... Content is a made-up word to describe what goes into all the holes in our web sites and newsletters. 'Generating content' is a made-up occupation by managers who don't know how to share information with customers. Informing and answering... Continue reading
Reblogged May 16, 2016 at QViews
Not all marketers tell poor stories, but most of the "storified" content I see is really lame. Martin Weigel hits the nail on the head: until we confront conflict, our stories will lie flat. Canalside View: The world beyond 'storytelling', 2016-Apr-24 by Marin Weigel Murder, oppression, sexism, vanity, alienation, jealousy, rape, abandonment, war, betrayal, envy, loneliness, megalomania, corruption, exploitation, avarice, addiction, revenge, depression, bereavement, seduction, racism, loss of innocence, lust, heartbreak, madness, incest, imprisonment, loss, greed, death, hunger, rivalry, injustice, isolation, desire… this and more is the stuff of great, enduring, insightful stories. Stories that succeed in shining a light... Continue reading
Posted May 11, 2016 at QViews
We might be good at building relationships, but that doesn't mean we are good at building customer relationships. Unlike personal relationships, customer relationships have to be anchored in a business model. If a company bends too much to a customer's demands, it will become unprofitable, unfocused, and unsustainable. In a... Continue reading
Posted May 10, 2016 at Steady CRM
Amazon's popularity is something of a mystery to me. To me it just seems like a high-tech version of Walmart, creating low prices by exploiting workers and suppliers. I don't deny that Walmart has made life better for millions, and I know that Amazon relieves stress for its customers. For... Continue reading
Posted May 6, 2016 at Steady CRM
Dave Owens at the Vanderbilt University business school agrees that everyone is creative, and he also notes that in many business, people who don't see themselves as creative professionals have major influence over how things are created. And that changes the what. So if we're planning a new product or process, we have to be self-conscious of what values and power structures we are serving. Ozy: A Design Expert on Maximizing Creativity in the Workplace, 2016-Mar-16 by Eugene S. Robinson “My biggest insight was that you could look at a product as being the manifestation or outcome of a set... Continue reading
Reblogged May 3, 2016 at QViews
When we don't feel like investing in our customers, there's always a helpful service company that will take over the work... and use our customer information to compete with us. I feel sorry for those who adopt Amazon payments--Amazon seems to be even more exploitive than other payment processors. @CloudExpo:... Continue reading
Reblogged May 2, 2016 at Steady CRM