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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
Texting, emailing, slacking (a communication thing now--right?)... all these channels rely on typed words with no vocal nuance. This lean messaging can also lead to being confused and getting ignored. Behaviorally-focused messages can be patterned for success. Okay, let's C.L.E.A.R. a message, as designed by Bill Jensen, author of Simplicity and many other books and tools. The message could be an email, or a multi-part text, or even some meeting notes after the face-to-face. For the first sentence or phrase, communicate how the message is CONNECTED to what the recipient does, or wants to be doing, or to accomplish: "Since... Continue reading
Posted yesterday at QViews
When we first heard about MunchMoney innovating restaurant loyalty, we thought hmmm... maybe we'll wait and see if this succeeds before we talk about it. Then we saw an article about an investment analyst who downgraded Starbucks stock because they had lagging loyalty-card signups. Loyalty programs can drive both profits... Continue reading
Posted 2 days ago at Steady CRM
When you have a meaningful relationship, it can be disloyal NOT to speak up. Seth's Blog: Exit, voice and loyalty, 2018-Apr by Seth Godin Voice matters. Loyalty, then, could be defined as the emotion that sways us to speak up when we're tempted to walk away instead. When your loyal customers speak up, how do you respond? When you have a chance to speak up but walk away instead, what does it cost you? What about those groups you used to be part of? I've had the experience several times where, when my voice ceased to be heard, I decided... Continue reading
Reblogged Apr 10, 2018 at QViews
Branded content thrives on customer curiosity. I think that's an amazing insight! Campaign (Asia edition): Brands needs to make loyalty, not content for content's sake: Marriott marketer, 2018-Mar-28, Interview of Tony Chow, APAC director of creative and content marketing for Marriott International, by Soon Chen Kang Citing American Express as... Continue reading
Posted Apr 6, 2018 at Steady CRM
I first came across Adam Galinsky's work when his excellent TED talk "How to speak up for yourself" came out. Now he's published an article and video "Are Gender Differences Just Power Differences in Disguise?" As usual, he looks at the issue from several different angles and explains the experiments he used to test his theory as a social psychologist. Most importantly, he points out that power and status have a tremendous impact on performance. Feeling less "able" makes us behave less competently, even if we have more ability than we realize. He encourages business leaders to improve the overall... Continue reading
Posted Apr 2, 2018 at QViews
Three Accenture consultants recently published an article on the Harvard Business Review's blog. We're relieved to see it hasn't been published in the magazine (so far) because it's a pretty blatant pitch for their services. Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance, 2018-Mar-21 by... Continue reading
Posted Mar 30, 2018 at Steady CRM
Signing up for an email newsletter used to be a risky business, but two things have dramatically lowered the risk. Unsubscribing has become a more reliable process, with many companies offering a 'less frequent' option. Users have figured out how to avoid having newsletters get in the way of more urgent messages. (Plus, urgent messages just don't go through email that often anymore.) Now we're experiencing an amazing flowering of email newsletters. small-base newsletters are becoming more important engagement is more prized than reach newsletter variety has exploded. Here's a good recap of what's happening with publisher newsletters, from NiemanLab:... Continue reading
Posted Mar 29, 2018 at QViews
Although the Redcard program continues to be very successful, Target is experimenting with ways to compete more effectively with Amazon Prime. In our opinion, Target should push their community connections more strongly, countering Amazon's reputation for exploiting employees. Minnesota StarTribune: Target to test new loyalty program as Redcard growth has... Continue reading
Posted Mar 22, 2018 at Steady CRM
Reading this article made me remember that I've lately been filling the 'liminal space' in unproductive ways. Playing with my iPhone helps me avoid worrying but using the time to observe and release my anxieties is much more productive. Katie Malachuk: The Cool Boredom of Being a Grown-Up, 2017-Oct-17 Thanks to meditation, I better understood that anxiety was a common reaction to the uncertainty of human life. On its face, human life is uncertain. We’re here but don’t know why or for how long, and we never really know what is going to happen next. Of course we’re anxious. That... Continue reading
Posted Mar 20, 2018 at QViews
Don't all of us install apps out of curiosity? Occasionally, we may have a job to accomplish, but often we just want to see what we "could get." Facebook recently studied the behavior of users in Australia, Indonesia, Malaysia, the Philippines, Singapore, and Thailand. (I wonder if that sample was... Continue reading
Posted Mar 19, 2018 at Steady CRM
Lately, I've been reading many things written by technologists who think the internet has gone off the rails, and maybe (they think out loud), we should do something about it. Most notably, Dan Hon's No one's coming. It's up to us. This article published on The Verge gave me hope because I didn't expect the staff of to care. They haven't found a solution but they are working on it, realizing that it's going to be a matter of each of us taking responsibility for the unintended consequences of what we do. The assumption that something that’s popular is... Continue reading
Posted Mar 16, 2018 at QViews
Our friends in the blockchain startup arena are always assuring us that loyalty programs will flourish with blockchain technology. Mostly, they are thinking that consumers will be able to trade their loyalty points outside the company's program, and we're not sure that will fly... More likely, in our opinion, companies... Continue reading
Posted Mar 15, 2018 at Steady CRM
Here's the BEST article we've found about the evolving landscape of loyalty. It's short, includes valuable examples, and summarizes HOW we can build a first-class loyalty system without confusing our customers. Retail Touch Points: A New Approach To Brand Loyalty: How To Stand Out In The Experience Age, 2018-Mar-9 by Katherine Parsons and Darren McColi of SapientRazorfish But what is “real loyalty” and how can a brand tailor programming to catalyze it? Following our extensive proprietary research, we explored the context behind why and how the approach to loyalty is shifting, analyzing brands on the forefront of loyalty programs that... Continue reading
Posted Mar 13, 2018 at QViews
Agility in marketing is about scanning the environment for meaningful ways to support customers and to newsjack events. Safelite has figured out a charming way to do it. Loyalty360: Impact of Emotions on Customer Preference, Brand Loyalty at Safelite AutoGlass, 2017-Dec-29, Interview of Renee Cacchillo, Safelite SVP of Customer, Brand... Continue reading
Posted Mar 9, 2018 at Steady CRM
Last month Colleen DeCourcy, chief creative officer of ad agency Wieden+Kennedy, gave a presentation about building 21st-century brands to the Interactive Advertising Bureau. The title is "Welcome to Optimism: Brand Building in a Post-Advertising World." This idea that all the rules have changed is a familiar theme for any industry that's evolving quickly. I have always been fascinated by the process and results of innovation. I'm not sure innovation is something we can actually manage. Often we seem to be barely holding on for the ride. I do think that DeCourcy and W+K have put together a point of view... Continue reading
Posted Mar 8, 2018 at QViews
Kohl's provides an excellent example of operating the whole business being 'customer-centric.' That's how we stay close to our customers. DC Velocity: Kohl's fights back--with its stores, 2018-Feb-27, Interview of COO Sona Chawla by David Maloney Kohl's is leveraging its stores for direct-to-customer distribution as they now operate as mini-fulfillment... Continue reading
Posted Mar 6, 2018 at Steady CRM
At the Houston Chronicle and other newspapers, recognition has grown that subscription growth is underpinned by "reader loyalty." Reader loyalty is different from customer loyalty (which would traditionally be measured by subscription renewals). Reader loyalty reflects higher usage of the publisher's site, and it's often connected to email newsletters. Finally, we are starting to see content being tuned to the loyal reader, instead of traffic. Whether or not this leads to greater profitability for local newspapers... remains to be seen. Digiday: In an era of loyalty, newspaper publishers focus on time spent and frequency, 2018-Feb-19 by Max Willens At Hearst... Continue reading
Posted Mar 5, 2018 at QViews
One of my clients has many contacts and customers in Europe, so we send email newsletters and maintain contact records that are subject to the new General Data Protection Regulation of the EU. (Despite Brexit, the UK has decided--wisely--to comply with GDPR for the foreseeable future.) If you haven't heard... Continue reading
Posted Mar 2, 2018 at Steady CRM
Jason Shen is launching a company called Headlight for employers. For now, the employers create assignments which they invite recruits to complete, but I hope that it will take off and the tools become a replacement for submitting resumes. Continue reading
Posted Feb 26, 2018 at QViews
Air Canada should be able to dramatically increase their agility when it comes to evolving a good loyalty program by not having a legacy system. Skift: Why Air Canada Is Starting from Scratch with Its Loyalty Program, 2018-Jan-31 by Brian Sumers In 2002, Air Canada merely made Aeroplan, its frequent... Continue reading
Posted Feb 22, 2018 at Steady CRM
Occasionally I lose sight of a link I wanted to save because I shared it directly on Facebook or Twitter. Letting others own our content is deeply flawed. The new development of "decoupled" or "headless" content management systems and content containers gives me hope. Here are some interesting links about this topic Austin Startups: Why modern marketers and digital producers are going headless, 2018-Jan-18 by Michelle Greer WebInkNow: Content Neutrality From Amazon, Apple, Facebook, & Google More Important Than Net Neutrality, 2017-Dec-6 by David Meerman Scott Scripting News: Anywhere but Medium, 2016-Jan-20 by Dave Winer Dries Buytaert: To PESOS or... Continue reading
Posted Feb 20, 2018 at QViews
Starbucks is doing a good job making the customer experience sparkle with their new Visa card. Nerdwallet also has the best explanation of the 'star system' I've seen. Our only problem is staying on the healthy side of the menu. Nerdwallet: Starbucks Rewards Visa Card Review, 2018-Feb-13 by Claire Tsosie... Continue reading
Posted Feb 16, 2018 at Steady CRM
#MonkeyFirst refers to the strategy of focusing on the biggest challenge of an innovation project. ("If you want to get a monkey to recite Shakespeare on a pedestal, you start by training the monkey, not building the pedestal.") "Why, why, why" is a strategy for identifying the big challenges. Inc.: Google's Genius Productivity Hack Will Change How You Innovate, 2018-Jan-14 by Greg Satell Talia Milgrom-Elcott of 100Kin10 points out that we have to change the way we approach problems. "You have to keep asking 'why?' Keep asking why and you start to see connections that lead to root causes that... Continue reading
Posted Feb 15, 2018 at QViews
Car rental firms are facing up to customer demand for choice and variety more and more. The Hertz Gold Plus Rewards program has been a simple and effective membership mechanism for a long time. Now Hertz is improving the customer experience. AutoSlash: Hertz's Ultimate Choice: A One-Year Review, 2018-Feb-12 by... Continue reading
Posted Feb 14, 2018 at Steady CRM
For customers, having a brand to republish your post is such a thrill. To move from an organic Instagram activity into shared videos, Crayola worked with Vivoom to develop a Crayola app that helped its customers create and share video holiday cards. Getting enthusiastic customer testimonials has never been easier... Continue reading
Posted Feb 9, 2018 at Steady CRM