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Theresa Quintanilla
Houston, TX
Founder at SteadyCRM.com
Interests: CRM, customer relationship management, marketing, loyalty, innovation, business books, houston's image, blogging, new york, marketing trends
Recent Activity
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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 yesterday at Steady CRM
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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What I love about this story is that it offers a method for schools and other institutions to shift perceptions and behavior in their community. Lots of big city school districts have public relations departments, but few of them "work smarter" to make change the way this team does. It's very inspiring, and I recommend reading the whole story at David Meerman Scott's blog on www.WebInkNow.com. WebInkNow: Brand Journalism at Cleveland Metropolitan School District, 2016-Jun-29 by David Meerman Scott The Cleveland Metropolitan School District serves some 40,000 students. [Chief Communications Officer] Roseann [Canfora]’s team not only focuses on reaching the... Continue reading
Reblogged Jul 7, 2016 at QViews
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Just try telling people they can't join... we're pretty sure that's not what actually happened, but... "Invitation only" worked its magic and churned up lots of interest in the A-List at Chick-Fil-A. The program has been rolled out slowly with individual location operators offering the best customers a membership card,... Continue reading
Reblogged Jul 6, 2016 at Steady CRM
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Many companies think that 'customer marketing' equals 'buy more.' Actually, customers want to be contacted for a variety of reasons--their reasons. Inc.: Why Winning Millennials' Loyalty Is Easier Than You Think, 2016-Jun-22 by Molly Reynolds "[Crowdtwist] research indicates that Millennials are very brand loyal, so we wanted to get to... Continue reading
Reblogged Jun 28, 2016 at Steady CRM
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Some things are unmeasurable, at least in a practical, affordable way. David Ogilvy used to say, "We sell. Or else." It's not that all those intermediate steps aren't necessary... they're just not measurable. That's why mapping customer journeys help so much. Figure out the path from attention to engagement to interaction to sale... but don't stop working until you have a measurable sale. Canalside View: The Trouble with Engagement, 2010-Jun-21 by Martin Weigel Engagement is one of the most unhelpful pieces of language we bandy around. At best it is entirely meaningless. At worst, it encourages all manner of dangerous... Continue reading
Posted Jun 27, 2016 at QViews
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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 Jun 24, 2016 at Steady CRM
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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 Jun 23, 2016 at QViews
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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 Jun 22, 2016 at Steady CRM
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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 Jun 21, 2016 at QViews