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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
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 4 days ago at QViews
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 6 days ago at Steady CRM
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
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
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
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 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
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
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
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
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
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
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
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
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 Jun 20, 2016 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 Jun 18, 2016 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 Jun 17, 2016 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