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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
Lately, I've been reading many things written by technologists who think the internet has gone off the rails, and maybe (they think out loud), we should do something about it. Most notably, Dan Hon's No one's coming. It's up to us. This article published on The Verge gave me hope because I didn't expect the staff of to care. They haven't found a solution but they are working on it, realizing that it's going to be a matter of each of us taking responsibility for the unintended consequences of what we do. The assumption that something that’s popular is... Continue reading
Posted 2 days ago at QViews
Our friends in the blockchain startup arena are always assuring us that loyalty programs will flourish with blockchain technology. Mostly, they are thinking that consumers will be able to trade their loyalty points outside the company's program, and we're not sure that will fly... More likely, in our opinion, companies... Continue reading
Posted 3 days ago at Steady CRM
Here's the BEST article we've found about the evolving landscape of loyalty. It's short, includes valuable examples, and summarizes HOW we can build a first-class loyalty system without confusing our customers. Retail Touch Points: A New Approach To Brand Loyalty: How To Stand Out In The Experience Age, 2018-Mar-9 by Katherine Parsons and Darren McColi of SapientRazorfish But what is “real loyalty” and how can a brand tailor programming to catalyze it? Following our extensive proprietary research, we explored the context behind why and how the approach to loyalty is shifting, analyzing brands on the forefront of loyalty programs that... Continue reading
Posted 5 days ago at QViews
Agility in marketing is about scanning the environment for meaningful ways to support customers and to newsjack events. Safelite has figured out a charming way to do it. Loyalty360: Impact of Emotions on Customer Preference, Brand Loyalty at Safelite AutoGlass, 2017-Dec-29, Interview of Renee Cacchillo, Safelite SVP of Customer, Brand... Continue reading
Posted Mar 9, 2018 at Steady CRM
Last month Colleen DeCourcy, chief creative officer of ad agency Wieden+Kennedy, gave a presentation about building 21st-century brands to the Interactive Advertising Bureau. The title is "Welcome to Optimism: Brand Building in a Post-Advertising World." This idea that all the rules have changed is a familiar theme for any industry that's evolving quickly. I have always been fascinated by the process and results of innovation. I'm not sure innovation is something we can actually manage. Often we seem to be barely holding on for the ride. I do think that DeCourcy and W+K have put together a point of view... Continue reading
Posted Mar 8, 2018 at QViews
Kohl's provides an excellent example of operating the whole business being 'customer-centric.' That's how we stay close to our customers. DC Velocity: Kohl's fights back--with its stores, 2018-Feb-27, Interview of COO Sona Chawla by David Maloney Kohl's is leveraging its stores for direct-to-customer distribution as they now operate as mini-fulfillment... Continue reading
Posted Mar 6, 2018 at Steady CRM
At the Houston Chronicle and other newspapers, recognition has grown that subscription growth is underpinned by "reader loyalty." Reader loyalty is different from customer loyalty (which would traditionally be measured by subscription renewals). Reader loyalty reflects higher usage of the publisher's site, and it's often connected to email newsletters. Finally, we are starting to see content being tuned to the loyal reader, instead of traffic. Whether or not this leads to greater profitability for local newspapers... remains to be seen. Digiday: In an era of loyalty, newspaper publishers focus on time spent and frequency, 2018-Feb-19 by Max Willens At Hearst... Continue reading
Posted Mar 5, 2018 at QViews
One of my clients has many contacts and customers in Europe, so we send email newsletters and maintain contact records that are subject to the new General Data Protection Regulation of the EU. (Despite Brexit, the UK has decided--wisely--to comply with GDPR for the foreseeable future.) If you haven't heard... Continue reading
Posted Mar 2, 2018 at Steady CRM
Jason Shen is launching a company called Headlight for employers. For now, the employers create assignments which they invite recruits to complete, but I hope that it will take off and the tools become a replacement for submitting resumes. Continue reading
Posted Feb 26, 2018 at QViews
Air Canada should be able to dramatically increase their agility when it comes to evolving a good loyalty program by not having a legacy system. Skift: Why Air Canada Is Starting from Scratch with Its Loyalty Program, 2018-Jan-31 by Brian Sumers In 2002, Air Canada merely made Aeroplan, its frequent... Continue reading
Posted Feb 22, 2018 at Steady CRM
Occasionally I lose sight of a link I wanted to save because I shared it directly on Facebook or Twitter. Letting others own our content is deeply flawed. The new development of "decoupled" or "headless" content management systems and content containers gives me hope. Here are some interesting links about this topic Austin Startups: Why modern marketers and digital producers are going headless, 2018-Jan-18 by Michelle Greer WebInkNow: Content Neutrality From Amazon, Apple, Facebook, & Google More Important Than Net Neutrality, 2017-Dec-6 by David Meerman Scott Scripting News: Anywhere but Medium, 2016-Jan-20 by Dave Winer Dries Buytaert: To PESOS or... Continue reading
Posted Feb 20, 2018 at QViews
Starbucks is doing a good job making the customer experience sparkle with their new Visa card. Nerdwallet also has the best explanation of the 'star system' I've seen. Our only problem is staying on the healthy side of the menu. Nerdwallet: Starbucks Rewards Visa Card Review, 2018-Feb-13 by Claire Tsosie... Continue reading
Posted Feb 16, 2018 at Steady CRM
#MonkeyFirst refers to the strategy of focusing on the biggest challenge of an innovation project. ("If you want to get a monkey to recite Shakespeare on a pedestal, you start by training the monkey, not building the pedestal.") "Why, why, why" is a strategy for identifying the big challenges. Inc.: Google's Genius Productivity Hack Will Change How You Innovate, 2018-Jan-14 by Greg Satell Talia Milgrom-Elcott of 100Kin10 points out that we have to change the way we approach problems. "You have to keep asking 'why?' Keep asking why and you start to see connections that lead to root causes that... Continue reading
Posted Feb 15, 2018 at QViews
Car rental firms are facing up to customer demand for choice and variety more and more. The Hertz Gold Plus Rewards program has been a simple and effective membership mechanism for a long time. Now Hertz is improving the customer experience. AutoSlash: Hertz's Ultimate Choice: A One-Year Review, 2018-Feb-12 by... Continue reading
Posted Feb 14, 2018 at Steady CRM
For customers, having a brand to republish your post is such a thrill. To move from an organic Instagram activity into shared videos, Crayola worked with Vivoom to develop a Crayola app that helped its customers create and share video holiday cards. Getting enthusiastic customer testimonials has never been easier... Continue reading
Posted Feb 9, 2018 at Steady CRM
When I became more interested in marketing to customers instead of attracting new customers, I began to study the concept of loyalty. I wanted to understand what motivates people to be loyal and how their behavior can change over time and circumstances. I've come to the conclusion that loyalty can improve our lives, making support easier to find and decisions easier to make. Reciprocal benefits for both parties in a loyalty relationship are key. We find it difficult to be loyal to someone who has been disloyal to us. However, simple tit-for-tat behavior is not loyalty. Loyalty implies trust and... Continue reading
Posted Feb 8, 2018 at QViews
Shoppers are less and less likely to frequent the e-commerce website of a store, and more and more likely to rely on its mobile app. Mobile apps have two big advantages over websites for retailers: 1) they are easy to use in-store and 2) they are more likely to used... Continue reading
Posted Feb 2, 2018 at Steady CRM
Several years ago I tried to get a co-worker to share some feedback about my performance, but he avoided it like the plague. I now realize that I made the whole process too risky for him. To find out how others see us, we need to ask simple, frequent questions that allow them to help us. "Why" and "how" can be too confusing and emotionally charged. "What" questions are easier to answer and more likely to produce information we can use. HBR: What Self-Awareness Really Is (and How to Cultivate It), 2018-Jan-4 by Tasha Eurich My research team scoured hundreds... Continue reading
Posted Feb 1, 2018 at QViews
Rewarding customers is important, but if we want to grow closer to them and strengthen our business, we have to use our loyalty data to try new things with them. diginomica: How DAVIDsTEA uses loyalty program data to change experiences – and results, 2018-Jan-16 by Jon Reed ...The rate of... Continue reading
Posted Jan 29, 2018 at Steady CRM
Very wise advice... Karen Yankovich: 3 Easy Steps to Generate Competitive Social Media Post Ideas Every Time, [undated but probably 2016] You can’t start with strategy you have to start with the conversation. So in an attempt to provoke some inspiration on what to talk about when you have no idea what to talk about I thought I’d compile a few of my best “strategies” on social media writers block.... Always always always start with what is trending that day on your chosen social media platform. [Karen points out that you can often take bad news or negativity and spin... Continue reading
Posted Jan 25, 2018 at QViews
Unless we're staying at the Four Seasons, there's a rewards program attached to our hotel stay, and it may be coming from a few different sources, including the hotel brand, the booking agency, and the credit card we're using. Almost all of us will check the rewards and try to... Continue reading
Posted Jan 24, 2018 at Steady CRM
I highly recommend this entire article if you do anything type of topic-oriented writing. It will take me days to chew through all the ideas I found for "loyalty." She mentions BuzzSumo, which is great, but the biggest find for me was "Answer the Public." Search Engine Journal: How to Spy on Your Customers to Get Blog Ideas, 2017-Dec-12 by Katy Katz There quite a few tools that do a great job of collecting disparate contextual information from across the web and condensing it into bite-size chunks of information that marketers can use to supplement their keyword research. Some are... Continue reading
Posted Jan 22, 2018 at QViews
Smartphones are not the only addiction. A new generation of coffee addicts are making morning coffee stops part of their routine. Here's our theory: in the evening, people are interested in trying something new. In the morning, they want something reliable. Chicago Tribune: Your morning fix is fueling Chicago's coffee... Continue reading
Reblogged Jan 19, 2018 at Steady CRM
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 Jan 17, 2018 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 Jan 16, 2018 at Steady CRM