Experience
Our Story
ALOE is the culmination of over 20 years of focused work in B2B customer experience innovation.
Founded by Mark Schoeman, ALOE draws on decades of practical experience helping companies measure, understand, and improve how they engage with customers.
As Founder and Managing Principal, Mark has spent his career helping organizations strengthen customer relationships, support frontline teams, and align daily actions with long-term business value. His work bridges strategy and execution, equipping teams to act on feedback and deliver measurable results.
Today, ALOE carries that approach forward—offering both consulting and technology solutions designed to meet the complex demands of B2B environments. The timeline below highlights key milestones in that work.
20+ Years Advancing
B2B Customer Experience
2002: Foundational Work in CX Enablement
Mark Schoeman began his career in customer experience in 2002, at a time when digital tools for collecting customer insights were limited. He developed early hardware and software solutions to facilitate feedback collection and analysis, supporting enterprise clients such as McDonald’s and other large-scale service organizations.
2008: Launch of ServiceQualityWorks – B2B Specialization
With the emergence of accessible online survey platforms, Mark founded ServiceQualityWorks to meet a growing need in the B2B space: converting data into actionable business outcomes. His consulting focused on improving account management, service delivery, and customer engagement for global enterprises. Clients included: Amway, Cookson, CSG Systems, Newell Rubbermaid, Sonoco, Thomson Reuters, Toshiba, and Winpak.
2012: Empowering Customer-Facing Teams Through Scorecards
Recognizing the importance of internal alignment, Mark introduced customer scorecards to help frontline teams translate feedback into value-based conversations. These concise reports elevated performance, strengthened relationships, and contributed to improved retention and growth. Clients included: Allied Barton, Coca-Cola, and Johnson Controls.
2016: Driving CX Innovation in the Pharmaceutical Sector
Mark partnered with a healthcare consultancy to build tailored CX measurement programs for pharmaceutical field medical teams. His work focused on enabling MSLs to deliver targeted value to healthcare professionals by introducing journey mapping and data-driven engagement strategies. Clients included: Astellas, AstraZeneca, Bayer, Genzyme, Jazz, Sanofi, Sanofi Pasteur, Takeda, and Teva.
2024: Launch of ALOE and Development of FIELD FORCE WORKBENCH™
Building on two decades of experience, Mark founded ALOE to integrate B2B customer experience consulting with scalable technology solutions. ALOE’s flagship offering, FIELD FORCE WORKBENCH™, is a suite of digital tools designed to support B2B field teams delivering education and technical expertise in complex sectors. Clients: Confidential.