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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
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 yesterday 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 2 days ago 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 7 days ago 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
Mass merchants are following the airlines into integrating their rewards programs with financial accounts, credit cards and prepaid cards. I'm a huge fan of the Kroger Rewards Card, a VISA card that tracks my purchases and offers 3% back on store-branded merchandise, 2% on everything else we buy at Krogers,... Continue reading
Posted Apr 28, 2016 at Steady CRM
Comparing loyalty programs between McDonald's, Starbucks and Dunkin' Donuts is deceptive because they are driven by the customers who already exist. All the major chains quick-serve restaurants have to have a loyalty program because customers expect it. And they have to keep an eye on innovations the competitors are developing,... Continue reading
Reblogged Apr 13, 2016 at Steady CRM
Thank you for sharing this. I will check it out.
1 reply
Many people equate customer loyalty with a 'loyalty rewards program.' They assume that loyalty is 'mercenary.' But if we stop and consider for a moment, we realize that many brands, like BMW and Apple, have reached 'true loyalty,' where repurchase is based on the desire to continue a great experience.... Continue reading
Reblogged Apr 11, 2016 at Steady CRM
As a marketer, I appreciated Tom Davenport and John Beck's The Attention Economy when it was first published in 2001. Recently Matthew Crawford has been writing about the "Attention Commons." Both are focused on how advertisers battle to capture attention. But maybe attention is something we manage ourselves. Here's to the idea that we nurture our attention span in such a way that we can become stronger and more aware of the things we care about. Pacific Standard: A Better Way of Talking About Attention Loss, 2016-Feb-23 by Caleb Caldwell I would like to suggest, instead of an economics of... Continue reading
Reblogged Apr 7, 2016 at QViews
Because I have written a tremendous number of newsletters, I feel obligated to read a big, diverse group of them. Wading through them is like placer mining: lots of dirt is handled to find a tiny bit of gold. But, in general, I enjoy reading those which are well planned... Continue reading
Posted Apr 6, 2016 at Steady CRM
While it seems like being honest and reliable is enough to make us trustworthy it's actually not. People trust people who notice, understand and assist them without being asked. Fast Company: The Three Habits Of The Most Trustworthy Person In Your Office, 2016-Apr-1 by Karissa Thacker It’s all too easy to get locked into patterns of perceiving and behaving that don’t build trust, leaving us unaware of them and even further from understanding what things we actually can do in order to build it. As a result, our own feelings toward others—how much and whether we trust them, and vice... Continue reading
Reblogged Apr 3, 2016 at QViews
Houston's continued population growth despite the oil bust is a source of amazement. Transformation happens. We plan, it happens, seldom the way we planned. The changes are hard to follow and comprehend, but the key is to keep trying. If we keep thinking that Houston is the same as it was, or is changing the way we intended, we'll definitely lose sight of the way it really is. Offcite: The Houston Transformation and the Hubris of I-10, 2016-Mar-9, an interview by Raj Mankad of Andrew Albers and Ernesto Alfaro Our new mayor, Sylvester Turner, has recognized that. He has called... Continue reading
Reblogged Mar 25, 2016 at QViews
In Houston, we have hundreds of coffee shops competing for customer loyalty. Starbucks has a strong presence and Dunkin' Donuts is coming on strong, but in the old inner-city neighborhood called The Heights, locally-owned cafés rule. Here's the story of how a new coffee shop carved out a loyal following.... Continue reading
Reblogged Mar 21, 2016 at Steady CRM
My experience over the years is that when managing a team, selecting the right members is much less important than creating the right conditions so they can work. In volunteer projects, we often have no control over the participants. What a relief to find that how people are allowed to behave matters more than anything they bring to the table. Only Dead Fish: On High Performance Teams, 2016-Mar-5 by Neil Perkin This lengthy New York Times piece on the lessons that Google has learned from its lengthy quest to find out what makes an exceptional team [found...] Team composition, longevity,... Continue reading
Reblogged Mar 11, 2016 at QViews
While there's a great deal of evidence that customers are more likely to complain than endorse a service to their friends, the rise of social media marketing may be causing shifts. Ipsos, a leading research firm in the area of loyalty and customer engagement, has done solid research that shows... Continue reading
Posted Mar 9, 2016 at Steady CRM
To make our marketing messages more relevant and engaging, we have no choice but to segment our audience and produce the very best story for each segments. Here's a great example from See's Candies. Yes Lifecycle Marketing: Reduce Customer Attrition and Improve Purchase Rate... Just Like See's Candies, 2016-Feb-19 by... Continue reading
Reblogged Mar 7, 2016 at Steady CRM
Innovation and best practice are the yin and yang of management. Too much of one and you die, too much of the other and you disappear. Loyal behavior is actually the key. If you are committed to your customers' best interest, understand your strengths and values, then you can be wild and crazy without losing your toe-hold on reality. Marketing Magazine (UK): Marketing Needs to Become More Unprofessional, 2016-Feb-27 by Craig Mawdsley Professionalism is about reducing variation. It is about creating a predictable and correct way of doing a given thing that can be repeated by anyone who has that... Continue reading
Reblogged Mar 4, 2016 at QViews
Whether or not the spam filter screens the message, our brain will screen out messages which are very dominant or pushy. The ad industry has been leaning so hard on "you" for so long, we need to be careful about using it in commanding ways as well. And we definitely... Continue reading
Posted Mar 2, 2016 at Steady CRM
The positive connotation of virus in the marketing arena did NOT begin in social media. This Fast Company article describes the birth of "viral marketing" with Hotmail. (Like many stories it may not be entirely true, but it was written in 1999, pretty close to the actual events.) However, I think the social media platforms (especially Facebook) have invested in antivirus, trying to control their revenue streams. Viral marketing was always about finding a trick to get "free" awareness or sign-ups. It was exciting to think by being very clever, we could avoid the system. The system however, abides! Long... Continue reading
Posted Mar 1, 2016 at QViews