I was recently invited by CEW (Cosmetics Executive Women) to speak at an evening with their members about building customer relationships. I wasn’t alone; Alison Seabourne (below right), QVC’s External Business Manager, presented the talk with me. Julia Watson (below left) from QVC’s Marketing department worked incredibly hard, along with Laura Cawthorne and ‘The Alisons’ to put the event together too!
If you’re not familiar with CEW, it’s a not-for-profit organisation which brings the beauty industry together. They nurture careers and shape the future of beauty. Here I am with the President of CEW, Caroline Neville, and QVC’s Director of Beauty Buying, Jo Lee.
Strong relationships with you (our customer) and with our beauty brands are SO important to QVC: our award-winning customer service is indicative of this. Here I am with the Liz Earle team – you can just see lovely Alison Seabourne over my shoulder there too.
As your beauty expert here at QVC, it’s very important for me to maintain a one-to-one relationship with you. I need to know what your skincare needs are, what you require from your day make-up and evening make-up etc. I need to be able to preempt the questions you want me to ask our brand experts when I’m live on-air.
QVC’s mantra from day one has been to establish strong customer relationships. The reason for this is that I want you to find the right product, I want you to get results from that product, and I want you to come back and enjoy the QVC shopping experience again.
It’s also very important that our relationship with our beauty brands is solid and effective. If we’re not talking to our brands regularly then the system fails. I need to know what our brands require from me, and what’s new or unique about their product or company. I can then recommend their products to the right person/skin.
Finally, a big thank you to Will Gowing for coming to watch our talk. Even though he’s very familiar with QVC as a company, he said he learnt a lot. He also carried all my bags for me after the talk, which is always good – he doesn’t look too happy about it though!
Love Ali x