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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
Hmm, there's my weak spot... Number 3 Blog: The four elements of entrepreneurship, 2018-Jan-16 by Seth Godin And what do people do when they’re acting like entrepreneurs? 1. They make decisions. 2. They invest in activities and assets that aren’t a sure thing. 3. They persuade others to support a mission with a non-guaranteed outcome. 4. This one is the most amorphous, the most difficult to pin down and thus the juiciest: They embrace (instead of run from) the work of doing things that might not work. As far as I can tell, that’s it. Everything else you can hire. Continue reading
Posted yesterday at QViews
The ability of stores to adapt to the new retail environment will be realized in both small successful steps to change their behavior as well as new startegies and overhauls. Here's some evidence from Target. We assume that 70% of the footwear orders were NOT shipped from across the country... Continue reading
Posted 2 days ago at Steady CRM
Under competitive pressure from Amazon, Kroger is deepening its investment in the collection and leverage of customer data. This represents more than loyalty and rewards. Like Amazon and Walmart, Kroger wants to build a revenue stream by selling advertising to its suppliers. If you're a product manufacturer with items for... Continue reading
Posted 7 days ago at Steady CRM
I completely understand Cory's problems in managing multiple projects. I don't agree about the limits he finds, though. I'm always on the lookout for new projects and friends that offer a fresh angle on stuff I'm already doing, like growing a new root. I also find Facebook very problematic but I have to keep looking over the wall because so many of my friends are sharing there. I wonder how to get more people to at least copy and keep some of their writing and sharing separate from Facebook and Instagram. Locus Magazine: How to Do Everything (Lifehacking Considered Harmful),... Continue reading
Posted Jan 10, 2018 at QViews
As competition in athletic apparel heats up, driving prices down, Nike has latched onto their successful membership drives for products like personalized sneakers and exercise tracking applications. Their goal is to capture the information they need to push aggressive innovation while improving both customer satisfaction and engagement. diginomica: Nike focuses... Continue reading
Posted Jan 8, 2018 at Steady CRM
Articulating a company's purpose may or not be a good idea. What's essential is acting with purpose. One of the things I like about David Allen's Natural Planning Model, which I keep in my notebook at all times, is the first point: "Why is this being done? What would "on purpose" really mean?" Only Dead Fish: Personalising Purpose, 2017-Dec-1 by Neil Perkin A powerful purpose can be a hugely motivating call to arms for staff and create exceptional competitive advantage, but this only really happens when employees don't just see the words on the walls of the company reception, but... Continue reading
Reblogged Jan 5, 2018 at QViews
When we spotted an ad for the Grub Burger Bar's loyalty program on CultureMap, we drilled down to see why the restaurant is promoting its program instead of its food. Their loyalty app was developed by Punchh which has been innovating apps for quite a few years now. The deeper... Continue reading
Reblogged Jan 4, 2018 at Steady CRM
Colloquy: How to Drive Revenue and Measure Success with Loyalty Data, 2017-Dec-18 by Zach Goldstein, CEO of Thanx The homestretch effect If you are a frequent flier and have booked extra cross-country trips toward the end of the year to maintain your status level, you should be familiar with this... Continue reading
Posted Jan 1, 2018 at At LoyaltyMinder The Globe and Mail Earlier this year, Starbucks Corp. changed the way it administers its loyalty program in Ontario, taking on extra costs to ensure that its rewards points in the province do not expire. The move was a response to an amendment to Ontario's Consumer Protection Act last... Continue reading
Posted Jan 1, 2018 at At LoyaltyMinder
Grub Love This isn't your average loyalty program. Grub Love understands your need for burgers, shakes, and Brussels sprouts, and rewards you with one point earned for each dollar spent with the Grub Love app. Fifty points equals $5 in rewards, and the points never expire. Plus, you can look... Continue reading
Reblogged Dec 15, 2017 at At LoyaltyMinder
Several years ago I became aware that included a lot of content which has nothing to do with journalism, submitted by consultants, entrepreneurs and business owners. Forbes disclaims it with "Opinions expressed by Forbes Contributors are their own." When the Huffington Post launched, they made a big deal about recruiting people to write, and it was pretty well known that material would be lightly edited and unpaid. These writers are labeled Contributors, but Huffington Post doesn't point out the material may be biased. We don't have to think hard to realize that these Contributors are getting paid by someone,... Continue reading
Posted Dec 14, 2017 at QViews
The American Heritage Dictionary defines overreach as "to defeat oneself by going too far or by doing or trying to gain too much." Amazon would do better to outsource this service. LA Times: Amazon wants a key to your house. I did it, and I regret it, 2017-Dec-7 by Geoffrey... Continue reading
Reblogged Dec 11, 2017 at Steady CRM
I appreciate that the researchers at the Equality of Opportunity Project are sticking to the facts, but I can't help wishing they speculate a little about why children from low-income families don't become inventors. In order to risk innovation, people have to feel confident they can take risks without losing their way of life. We can find plenty of research on the stress of being poor. Vox: Groundbreaking empirical research shows where innovation really comes from, 2017-Dec-5 by Matthew Yglesias Rather than cutting taxes on financially successful adults, we ought to think about how to improve what Chetty calls our... Continue reading
Posted Dec 7, 2017 at QViews
Mentioned below are just a few of the innovations among Sephora's experiments in customer experience. When we see a company investing so much in us, in our education and well-being, it's hard not to become loyal. Retail Dive: 30 minutes with Sephora's head of marketing, 2017-Nov-29 by Cara Salpini Deborah... Continue reading
Posted Dec 6, 2017 at Steady CRM
Life in my thirties was miserable because I realized that I didn't understand what I need from life. A misguided professional therapist compounded the problem, and I wasted my best income-earning years. These days I just want to help people operate from their strengths and find what they need to sustain themselves. One of the ways to do this is to figure out where we want to invest our loyalty. We get to choose. An open letter to everyone who is concerned about the wage gap, 2017-Dec-2 by Penelope Trunk It happens that women choose to spend more time parenting... Continue reading
Reblogged Dec 4, 2017 at QViews
For Starbucks, the mobile app is key to customer retention. Competitors should look elsewhere for differentiation, or evolve a mobile app with different benefits. The Motley Fool: Starbucks Corporation Talks Digital Strategy, Guidance, and Food Sales, 2017-Nov-16 by Daniel Sparks Starbucks is regarded as the pioneer in mobile loyalty programs... Continue reading
Posted Dec 2, 2017 at Steady CRM
One of the coolest short books I've ever read about marketing is Michael Schrage's Who Do You Want Your Customers to Become? A recent blog post by Seth Godin (see below) got me thinking about it again. People in marketing and advertising profession are often seen as venal. (Thanks, Mad Men.) What if we focused on helping our customers become better people? Seth's blog: Marketing about power and with power, 2017-Aug-28 by Seth Godin Danny Meyer has built a restaurant empire around the idea that customers ought to be powerful. Instead of bullying his patrons, he trains his people to... Continue reading
Reblogged Dec 1, 2017 at QViews
Recently, we saw a restaurant refer to the second and third return visits as the 'pre-loyalty' stage. At first, 'pre-loyalty' seemed a little silly, but then we realized that many, many visitors will never make it to the second visit, so capturing the third visit moment is key for helping... Continue reading
Posted Nov 30, 2017 at Steady CRM
We could make an impression on another person with an impassioned speech, but we are unlikely to change their mind unless we show them that we actually appreciate their position. Not that we validate it, but that we accept it. It is what it is. From there we can begin a journey. The first step is to show the other person how their ideas have influenced us, what we've learned, and how we're going to change based on learning from them. When I started studying training as a profession, my role models made a point that adult learners are competent.... Continue reading
Posted Nov 29, 2017 at QViews
In strengthening their brand of convenience, 7-Eleven responds quickly in every communication channel their customer uses. The 7Rewards program makes the 7th cup free for any mix of a variety of beverages. Everything is their marketing is a quick read--very impressive. The Wise Marketer: 7-11 leads in Digital Transformation, 2017-Nov-22... Continue reading
Reblogged Nov 27, 2017 at Steady CRM
We now have so many excellent CRM applications available, the challenge is finding one that can fit the processes that you will actually use. Clearhead: You Can't Buy Personalization, 2017-Jul-18 by David J. Neff You can’t buy personalization. Why not? Because it’s not a single technology point solution. Don’t get me wrong: when it comes to technology point solutions you can buy product recommendation tools. You can buy testing tools that allow personalization. You can buy audience segmentation tools. You can even buy a data warehouse. But you can’t buy personalization. So why not? To personalize in a meaningful way... Continue reading
Reblogged Nov 22, 2017 at QViews
We find it easy to be nostalgic about air mile chasing. In the beginning, the big challenge for the airlines was to get people off the ground. That was also the case after 9/11. I remember the VP of Marketing for Continental Airlines telling us, "We discovered how to overcome... Continue reading
Posted Nov 21, 2017 at Steady CRM
What I've learned over the last couple of days... is that... McCafe is the nexus for McDonald's next step into CRM as amplified by customer experience revolution. Many people think that digital purchase platforms will be key... but I believe the leverage provided by a strong digital purchasing platform is... Continue reading
Posted Nov 17, 2017 at Steady CRM
The story of Mike D'Antoni and Starbucks is entertaining, and I'm glad Jake Fischer asked D'Antoni to explain it because it brings up some of the complexity of loyalty. Visiting Starbucks is a daily morning obsession with D'Antoni, wherever he travels. He admits that he's less in love with the... Continue reading
Posted Nov 14, 2017 at Steady CRM
Last month Fast Company co-founder Bill Taylor sent an email newsletter that resurrected a story about Vince Lombardi which resonates so strongly these days when everyone seems intent on belittling everyone else. It also reminds me that the greatest achievements of my life have occurred when working on teams. Bill Taylor wrote: reminded me of an essay I wrote for HBR on Lombardi’s surprising message for businesspeople who like to draw lessons from sports. What was that message? That love is more powerful than hate. “The love I’m speaking of is loyalty, which is the greatest of loves,” Lombardi... Continue reading
Posted Nov 13, 2017 at QViews