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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
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 yesterday 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
Over at Fast Company online, food writer Mark Bittman is blogging about his startup Purple Carrot. As his customer grows and as he interacts with more of them, he's starting to realize that a good customer base is selective. We cannot be so desperate to keep every customer that we... Continue reading
Posted Feb 29, 2016 at Steady CRM
Leaders of the company must be loyal to customers... Points 4 and 5 of our loyalty pledge are 4. Become a better partner 5. Share our plans and dreams. Unless the sales team are truly partners (not employees), they are unlikely to perform on 4 and 5 as well as... Continue reading
Posted Feb 26, 2016 at Steady CRM
Have we maxed out on search? I'm not sure. I certainly seems as if some important things are not showing up. When I search on Amazon for unusual products I sometimes get very confusing results--suggesting that some suppliers are so good at gaming the results that are pushing our real objectives off the table. I expect Google and Amazon will eventually deal with that. Creating curated lists certainly seems to be an important up-and-coming resource. I've been reading curated news emails, such as Dave Pell's Next Draft, for years. I sure miss Daily Candy. As Ben Evans points out in... Continue reading
Reblogged Feb 25, 2016 at QViews
To create customer loyalty, we have to provide good experiences, but it's even more important to provide memorable ones. In Thinking, Fast and Slow, Daniel Kahneman explains that we form our memories based on the peak and the end of the event. Even if the peak was agonizing, the happy... Continue reading
Reblogged Feb 24, 2016 at Steady CRM
As a company grows, it's nearly impossible to control the quality of the people. If we plan to build a company, we have to plan on constant training. Otherwise, we'll follow Chipotle and General Motors into national scandal. Harvard Business Review: How one fast food chain keeps its turnover rates absurdly low, 2016-Jan-26 by Bill Taylor “People go out of calibration just like machines go out of calibration,” CEO Crosby explains. “So we are always training, always teaching, always coaching. If you want people to succeed, you have to be willing to teach them.” Continue reading
Posted Feb 23, 2016 at QViews
We can get customers to sign up for a loyalty program with the promise of discounts and perks, but to keep them, we have to integrate excellent experiences. To compete, we have to make sure we've integrated all the customer contact points. eMarketer: Loyalty is an emotion, not a transaction,... Continue reading
Reblogged Feb 22, 2016 at Steady CRM
Having read Umberto Eco's The Name of the Rose, and Foucault's Pendulum (seriously), I was trying to decide whether to tackle another one of his books. If you want to understand why he's important, I suggest this lovely long read by Lila Azam Zanganeh in The Paris Review (2008). Favorite quote by Umberto Eco: An idea you have might not be original—Aristotle will always have thought of it before you. But by creating a novel out of that idea you can make it original. Men love women. It’s not an original idea. But if you somehow write a terrific novel... Continue reading
Posted Feb 22, 2016 at QViews
I don't have the time to wade through everything Don Marti and others have written about the 'evilness' of targeted online advertising. However, I do think they are correct to worry about it. As a marketer, I'm most concerned with the plausible idea that it causes people to ignore advertising at a higher rate. As a human being, I'm concerned that it may reinforce problem behaviors such as gambling addictions. Although it will never go away, mass advertising via broadcast media is NOT the answer for any EXCEPT the largest advertisers. However, there's another form of advertising which is not... Continue reading
Reblogged Feb 19, 2016 at QViews
Photo by Nicholas A. Tonelli on Flickr When creating great customer experiences, we have to keep sustainability in mind. Once we've decided our purpose to benefit our customers... then we can improve customer loyalty in a profitable way. At Steady CRM, our purpose is to establish loyalty as a widely... Continue reading
Reblogged Feb 17, 2016 at Steady CRM
As we organize people, we are usually receive pressure to write things down. It's challenging, and you can't just do it once and be done. It needs to be a living document. At Percolate, they try to write everything down and post it on Google Docs. If you are interested in keep a group of people well organized and free to lead themselves, you should read this article. First Round: The only onboarding timeline you'll need, 2016 from Percolate Nothing scales better or faster than words. The average adult reads two to three times as fast as she listens. Plus,... Continue reading
Reblogged Feb 16, 2016 at QViews