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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
We can train our employees to follow the right process, but to create truly memorable experiences for our customers, they have to lead with compassion. Cupole Consulting Group: Crack the Customer Experience Code with Compassion Compassion is key to secure the right Customer Experience and consequently sustainable success. Below are... Continue reading
Posted 2 days ago at Steady CRM
How have we missed this discovery about teamwork? Learning about "social physics" will dramatically change my plans. It's not easy but it's crucial. I guess most people ignore it because it's NOT a simple answer. Sigh. Digital Tonto: The New Science Of Efficient Organizations, 2014-Mar-5 by Greg Satell [Alex]Pentland’s researchhas found that the most important predictor of success in a group is the amount—not the content—of social interaction. It is exposure to peer activity that drives learning and changes in behavior. Continue reading
Reblogged 7 days ago at QViews
Which is more important--the loyalty card or the loyalty app? For the time being, I say BOTH. Preferably integrated. The Register: Loyalty card? Really? Why data-slurping store cards need a reboot, 2016-Nov-28 by Sooraj Shah But with new data streams now available to retailers, it raises the question: is the... Continue reading
Reblogged Jan 12, 2017 at Steady CRM
When we're supplying "steady crm" to our customers, we are making a deep investment. And we all know that some are "bad prospects." They are not aligned with our values, or they are not able to afford us, or they will cost us too much to service. RESET: Why You... Continue reading
Posted Jan 10, 2017 at Steady CRM
As frequent travelers are experimenting with their options, Marriott is ratcheting up its investment in innovations around loyalty and customer experience. Quartz: The failure of hotel loyalty programs to defend against Airbnb, quantified, 2016-Dec-27 by Alison Griswold Members of hotel loyalty programs are more likely than other travelers to have... Continue reading
Reblogged Jan 5, 2017 at Steady CRM
The right culture is driven by the company's strategy and is communicated by role models. HBR Blog: How Starbucks's Culture Brings Its Strategy to Life, 2016-Dec-30 by Paul Leinwand and Varya Davidson You should identify a few positive attributes within your culture that are connected directly to your identity and the specific capabilities that are driving success in your business, double down on them and find ways to accelerate and extend them throughout the organization. Empower the critical few managers and employees who personify the best behaviors and can help you bring them to the forefront. ... Continue reading
Posted Jan 3, 2017 at QViews
In Houston we have a great wine retailer, Spec's, and I'm certainly not going to jump to a national chain, but I'm really impressed by the marketing prowess of Total Wine. Wall Street Journal: The Man Behind 'America's Wine Superstore,' 2016-Dec 14 by Lettie Teague “Total Wine bills itself as... Continue reading
Reblogged Dec 28, 2016 at Steady CRM
When I was younger, I once told my boss that I was going to change a plan based on something I had just observed. He said, "Oh so you're going with a sample of one?" I blushed, and that incident, I think, was the beginning of my fascination with decision making, which was sparked again when I saw this quote. "The plural of anecdote is data." --Raymond Wolfinger Researching this quote, I was surprised to discover that the word 'anecdote' causes some confusion. Anecdotes are sometimes not seen as real information, but that's incorrect. A single, unsubstantiated anecdote might be... Continue reading
Reblogged Dec 27, 2016 at QViews
I'm not saying the Facebook isn't a good tool for maintaining relationships. I'm saying that using Facebook indiscriminately can lead one to believe that it's a substitute for friendship. How We Get To Next: The Uneasy Blurring of Work and Play, 2016-Nov-22 by Tom Chatfield If social media is a form of play, what does it resemble? When I think of memes and hashtags — of their constant, cascading mix of high and low; horror and triviality; trolling and larking; abuse and tenderness — I think of a vast playground at the world’s worst-disciplined school. It’s tribal, infantile, anarchic, rippling with rumor and sentiment.... Continue reading
Posted Dec 22, 2016 at QViews
If we allow the way customers themselves describe their challenges to inform our keywords and content strategy, then our digital communications will be more attractive to our target audience. Business 2 Community: How to use Your CRM for SEO, 2016-Dec-13 by John Jantsch Your CRM is also a data goldmine.... Continue reading
Posted Dec 21, 2016 at Steady CRM
When you trying to build your own business, everyone who supports you will try and drag you off your target audience. We have to resist! Seth's Blog: When your marketplace shifts, 2016-Dec by Seth Godin The marketplace disruption puts huge pressure on any merchant who merely created a commodity. This means vineyards, graphic designers, photographers, etc. When you see it coming, there are only two choices: Run like hell to a new market, or, Move up, faster and more boldly than anyone thinks is rational. Continue reading
Reblogged Dec 21, 2016 at QViews
Observation: The most sophisticated loyalty programs no longer confer a bonus based on what the company wants to promote. Instead, they offer an item the customer desires, preferably perfectly customized. Loyalty360: The Fascinating Evolution of Loyalty Programs, 2016 Experiential loyalty taps into the emotional subconscious of the consumer and rewards... Continue reading
Reblogged Dec 13, 2016 at Steady CRM
Observation: The next CEO of Starbucks is committed to see the business as a technology platform. In the future, consumers who use Starbuck's mobile and other IT platforms will have access to the most rewarding experiences. New Starbucks CEO Kevin Johnson, 2016 As the COO of Starbucks, Johnson led... Continue reading
Reblogged Dec 7, 2016 at Steady CRM
Observation: Some analysts expect the new Hyatt loyalty program to do very well. Living in a city where the Hyatt restaurants are major venues for local business meetings, I can see how this might work. Nasdaq: Why Hyatt Introduced Its New Loyalty Program?, 2016-Nov-30 by Trefis Team The new loyalty... Continue reading
Reblogged Dec 2, 2016 at Steady CRM
Observation: GameStop evolves WITH its core customer, integrating gaming and loyalty mechanics. Loyalty360: GameStop Positively Evolves Brand Loyalty, 2016-Nov-30 by Jim Tierney ...[CEO] Raines said the foundation for all the [GameStop] company’s businesses is its PowerUp Rewards program. “At roughly 50 million members worldwide, the CRM program brings us many... Continue reading
Posted Dec 1, 2016 at Steady CRM
Back in 1996, no one was talking about the topics that interested me. At least, no one who I knew personally. Going out on the internet, I could find people covering the topics... customer community, data integrity, thoughtful consumption. And I could engage with those people--sometimes. But no one wanted to WORK with me. Over the following ten years I occasionally worked on building a community. FastHouston, Creative Houston, CUCSTX. Nothing cohered. A few people would gather, and when pressure came, they fell apart again. I love to work on ideas. On making them concrete. Most people want their reality... Continue reading
Posted Nov 29, 2016 at QViews
We try to follow the hometown companies carefully, trying to be loyal to our own compatriots. Being, with Stage Stores, in Houston, a big old metropolis, we had to hear about the Stage loyalty program from a small-town newspaper in Jackson County, Ohio. In case you don't know, Stage Stores... Continue reading
Reblogged Oct 28, 2016 at Steady CRM
I love Twitter. Maybe it's my little echo chamber... no trolls there! If you are fighting for minority rights... follow me... I'll follow back. Let's make trolls the minority on Twitter. @QViews Continue reading
Posted Oct 28, 2016 at QViews
Salesforce is a tremendous tool for enabling loyalty among our customers. The only challenge is figuring how to use the overwhelming amount of data and activities it provides. (We can help you with that.) Being a part of the Salesforce user base inspires loyalty in many different ways. When I... Continue reading
Reblogged Oct 21, 2016 at Steady CRM
When I travel, I don't look for luxury. I'll pay extra for a unique experience, but I'll also settle for clean and efficient, so I can get out and experience my destination. Wyndham Hotels, with its high percentage of budget and moderately-priced offerings, is looking to appeal to mainstream travelers... Continue reading
Reblogged Oct 12, 2016 at Steady CRM
What can we do for our customers they can't find someplace else? Maybe it's just the way we do it that makes the difference. NY Times: The Neighborhood Bookstore’s Unlikely Ally? The Internet, 2016-Oct-5 by Amy Haimerl [Independent book store] owners like Mr. Makin are finding ways to gain customer... Continue reading
Reblogged Oct 6, 2016 at Steady CRM
In the years I've been reading Michael Katz's newsletters on newsletters, I've laughed and learned a great deal. His chatty style is always leading to a easy-to-remember point. I certainly feel that I know him well. When we write in concrete, relatable details, then we create a connection. Blue Penguin Development: Do Your Prospects Trust You? Try This, 2016-Sep-23 by Michael Katz The best advice I could ever give you about writing in a more authentic way is simply this: Write to readers as if you already know them well. When you include specific references to recent events, they’ll feel... Continue reading
Reblogged Oct 5, 2016 at QViews
Have you seen a program on CBS called Game Changers? We see the tail end of it every Sunday morning before our favorite news program. We noticed its sponsorship by EA Sports and suspected it was a promotion for electronic games. Then we realized the show is about pro athletes... Continue reading
Reblogged Oct 3, 2016 at Steady CRM
Over the years, I've spent a lot of time arguing with clients about the tone of voice in their communications, and in the end, I decided not to pursue work as a copywriter. I'm not a playful writer but I'm committed to being accessible, using down-to-earth and conversational language. Clients seem to think I was devaluing their products and services by not being serious enough. And I just hated writing boring, pompous stuff. Now the Nielsen Norman Group has produced some research over the tone of voice used on web sites, finding that casual, conversational tones performed best most of... Continue reading
Posted Sep 5, 2016 at QViews
One of the most effective ways to build long-term relationships with our customers is to help them become more powerful, successful and fulfilled. You can learn more about this concept from Michael Schrage. Rosetta Stone narrows in on their customers' desire to become multilingual. And they don't just sell a... Continue reading
Posted Sep 4, 2016 at Steady CRM