Experience in the Field Creates the Basis for Success
ALOE is the culmination of over 20 years of experience and focus on B2B customer experience innovation.
Mark Schoeman, Founder and Managing Principal at ALOE, has spent the last two decades providing consulting services focused on measuring and optimizing the B2B customer experience.
2002
CX Hardware
Mark’s work in the field began in 2002, prior to widespread use of the internet for customer data collection. Challenges to the ability to efficiently collect feedback and analyze customer data were common. Developing hardware and software to overcome these challenges analysis became a priority. Clients included McDonalds and businesses with large service operations.
2008
B2B CX Specialization
By 2008, data collection challenges were largely resolved by the expansion of internet use and the emergence of cost-effective online survey platforms. Anyone could now collect data. The challenge was then how to transform insights into business outcomes. In response, Mark started his own company—ServiceQualityWorks—to focus specifically on B2B customer relationships. Early projects included measuring sales and account team management and service technician performance, identifying gaps in the customer experience and designing experiences that dramatically increased customer value. Clients: Amway, Cookson, CSG Systems, Newell Rubbermaid, Sonoco, Thomson Reuters, Toshiba, Winpak.
2012
B2B Customer Scorecards
A key part of this work focused on making customer insights meaningful for customer-facing teams. One notable success was defining the critical value drivers of the B2B customer experience and highlighting them in concise customer reports. It turned out that regularly sharing customer-directed mission critical information allowed customer-facing teams highlight value, and to significantly increase customer retention and overall growth within key accounts. Clients: Allied Barton, Coca-Cola, Johnson Controls.
2016
Pharma CX
Mark partnered with another firm to develop customer experience measurement solutions for pharmaceutical companies. Mark’s efforts were focused on not only helping Medical Science Liaisons (MSLs) understand critical aspects of the physician experience but also the methods and competencies to optimize and customize that experience. These programs enabled MSLs to quantify the value of their work with physicians and to overcome pragmatic challenges of sharing information effectively. A key part of these programs’ success was the development of tools used to characterize and communicate the HCPs’ customer experience to the MSLs. The MSLs learned to use Customer Journey mapping, development, testing, and refinement to explore and improve the value of their engagement practices. Clients: Astellas, AstraZeneca, Bayer, Genzyme, Jazz, Sanofi, Sanofi Pasteur, Takeda, Teva.
2024
B2B CX Technology Solutions
Mark recognized the need to expand consulting applications of this work but to create new technology solutions to optimize the B2B customer experience. ALOE’s mission is to continue to provide B2B customer experience consulting solutions and to extend that impact by offering integrated technology solutions that can fundamentally improve the customers’ experience. ALOE currently is in the final stages of developing its FIELD FORCE WORKBENCH™ platform, a suite of technology applications designed to dramatically improve the value creation and overall impact of B2B field forces whose directive is to deliver education in complex technical, scientific, and industrial industries. Clients: Confidential.