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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
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 yesterday 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 5 days ago 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
Now that our CRM systems receive data from accounting and social media, the type of information available to us is vastly different that the contact data we collected in the past. In order to compete, we have to become better than our competitors at using this data. And if we... Continue reading
Posted Jan 23, 2017 at Steady CRM
We can train our employees to follow the right process, but to create truly memorable experiences for our customers, they have to lead with compassion. Cupole Consulting Group: Crack the Customer Experience Code with Compassion Compassion is key to secure the right Customer Experience and consequently sustainable success. Below are... Continue reading
Posted Jan 18, 2017 at Steady CRM
How have we missed this discovery about teamwork? Learning about "social physics" will dramatically change my plans. It's not easy but it's crucial. I guess most people ignore it because it's NOT a simple answer. Sigh. Digital Tonto: The New Science Of Efficient Organizations, 2014-Mar-5 by Greg Satell [Alex]Pentland’s researchhas found that the most important predictor of success in a group is the amount—not the content—of social interaction. It is exposure to peer activity that drives learning and changes in behavior. Continue reading
Reblogged Jan 13, 2017 at QViews
Which is more important--the loyalty card or the loyalty app? For the time being, I say BOTH. Preferably integrated. The Register: Loyalty card? Really? Why data-slurping store cards need a reboot, 2016-Nov-28 by Sooraj Shah But with new data streams now available to retailers, it raises the question: is the... Continue reading
Reblogged Jan 12, 2017 at Steady CRM
When we're supplying "steady crm" to our customers, we are making a deep investment. And we all know that some are "bad prospects." They are not aligned with our values, or they are not able to afford us, or they will cost us too much to service. RESET: Why You... Continue reading
Posted Jan 10, 2017 at Steady CRM
As frequent travelers are experimenting with their options, Marriott is ratcheting up its investment in innovations around loyalty and customer experience. Quartz: The failure of hotel loyalty programs to defend against Airbnb, quantified, 2016-Dec-27 by Alison Griswold Members of hotel loyalty programs are more likely than other travelers to have... Continue reading
Reblogged Jan 5, 2017 at Steady CRM
The right culture is driven by the company's strategy and is communicated by role models. HBR Blog: How Starbucks's Culture Brings Its Strategy to Life, 2016-Dec-30 by Paul Leinwand and Varya Davidson You should identify a few positive attributes within your culture that are connected directly to your identity and the specific capabilities that are driving success in your business, double down on them and find ways to accelerate and extend them throughout the organization. Empower the critical few managers and employees who personify the best behaviors and can help you bring them to the forefront. ... Continue reading
Posted Jan 3, 2017 at QViews
In Houston we have a great wine retailer, Spec's, and I'm certainly not going to jump to a national chain, but I'm really impressed by the marketing prowess of Total Wine. Wall Street Journal: The Man Behind 'America's Wine Superstore,' 2016-Dec 14 by Lettie Teague “Total Wine bills itself as... Continue reading
Reblogged Dec 28, 2016 at Steady CRM
When I was younger, I once told my boss that I was going to change a plan based on something I had just observed. He said, "Oh so you're going with a sample of one?" I blushed, and that incident, I think, was the beginning of my fascination with decision making, which was sparked again when I saw this quote. "The plural of anecdote is data." --Raymond Wolfinger Researching this quote, I was surprised to discover that the word 'anecdote' causes some confusion. Anecdotes are sometimes not seen as real information, but that's incorrect. A single, unsubstantiated anecdote might be... Continue reading
Reblogged Dec 27, 2016 at QViews
I'm not saying the Facebook isn't a good tool for maintaining relationships. I'm saying that using Facebook indiscriminately can lead one to believe that it's a substitute for friendship. How We Get To Next: The Uneasy Blurring of Work and Play, 2016-Nov-22 by Tom Chatfield If social media is a form of play, what does it resemble? When I think of memes and hashtags — of their constant, cascading mix of high and low; horror and triviality; trolling and larking; abuse and tenderness — I think of a vast playground at the world’s worst-disciplined school. It’s tribal, infantile, anarchic, rippling with rumor and sentiment.... Continue reading
Posted Dec 22, 2016 at QViews
If we allow the way customers themselves describe their challenges to inform our keywords and content strategy, then our digital communications will be more attractive to our target audience. Business 2 Community: How to use Your CRM for SEO, 2016-Dec-13 by John Jantsch Your CRM is also a data goldmine.... Continue reading
Posted Dec 21, 2016 at Steady CRM
When you trying to build your own business, everyone who supports you will try and drag you off your target audience. We have to resist! Seth's Blog: When your marketplace shifts, 2016-Dec by Seth Godin The marketplace disruption puts huge pressure on any merchant who merely created a commodity. This means vineyards, graphic designers, photographers, etc. When you see it coming, there are only two choices: Run like hell to a new market, or, Move up, faster and more boldly than anyone thinks is rational. Continue reading
Reblogged Dec 21, 2016 at QViews