Speaking to the CEW


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!

Julia, Alison & Alison

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.

Alison, Caroline & Jo

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.

The Liz Earle team

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.

Alison at the CEW talk

ali and will

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




  1. Rach December 16, 2014 at 1:08 am -  Reply

    With a great knowledge of anatomy and physiology of how the right products relieve/ improve our imperfections/issues helping people master their building blocks to feel more confident. It maybe hard work but I know am not alone in saying many thanks go out to you although you may not always hear this. You keep it real !! And not one brand is forced onto us I.e if you attend a consultation at department store. Keep up great work keeping the prices affordable, different ranges and extending our knowledge as viewers. P.s we could all do with our own will do you hire him

  2. Shanti Rajan December 16, 2014 at 12:00 pm -  Reply

    QVC excels at Customer relations in my opinion! Particularly with the Beauty Department. There is so much interaction with us- the customers- in the form of reviews, Facebook, events, gossip replies, Tweets, Lounge and one to one on Air chats! This makes us feel part of the QVC family and helps us to learn more about products themselves. Otherwise I would never know the difference between Elixers and serums or 3 notes in perfumes or even thread counts in my sheets.
    As a result of the information given the quality of the products I buy for my home and myself has reached a very high standard. All this and more just by sitting and watching shows and workshops on the television! Amazing and I have QVC to thank for. Well done and I will always be a customer and have been for 25 years since start! Good Luck.

  3. Rosie Kelly December 17, 2014 at 1:15 am -  Reply

    I agree with all that has been said before me, well written.
    I love qvc, the products the service the knowledge you gain from presenters especially Alison Young ! she’s the queen of beauty! I believe everything she says, great advise. The quality & after care service is second to none. Why would I shop any where else!
    It’s easy to spread the word to all my friends because the products really work & at great prices , there becoming addicted too ! Love you qvc ! Mwah !

  4. Tricia Charles Short December 18, 2014 at 1:35 am -  Reply

    i only found QVC about 3 years ago. I feel that the beauty department excels itself. I am 50+ but until listening to Alison I had not really been looking after my skin that well. Occasionally purchasing Creme de lamer which did not really suit my skin. Listening to Alison is a pleasure, she is often funny but is a wealth of great information. With her guidance I now follow a good beauty routine. Alison is the jewel in the crown of QVC!

  5. Debbie December 18, 2014 at 2:10 pm -  Reply

    Hi Ali the customer service is truly phenomenal across the board the beauty department excels in everything it does if it were not for you all those years ago when i first started tuning in i would not have the precious knowledge or the skin i have today and as some one that suffers from severe selfconcious that is some feat i would not have discovered my beloved Gatineau / Decleor etc i now can cherry pick after much trial& error what works for me but i have to say Gatineau is top of the tree for me so thank you so much Ali for all youre hard work & Dedication i wish you &all youre family a very happy christmas stay happy &healthy always x.

  6. Yvonne January 3, 2015 at 6:42 pm -  Reply

    On reaching mid 40s I found my skincare routine wasn’t delivering the results I needed. Although I visited many high end stores, I wasn’t being given impartial information; just sold the ‘brand’ for whatever concession I was at! Since watching Alison and the QVC team, I value the impartial information, advice and guidance given around skincare, with the opportunity to buy and try new products with an outstanding returns policy. I now use Liz Earle cleansing products combined with Elemis, Decleor and Gatineau. I use Bareminerals make up and application techniques have greatly improved since following the advice and helpful tips from SJ. I can honestly say that now I’ve hit 50, my skin and skincare routine is the best it has ever been and I receive regular complements on how well I look (in fact, more so now that I ever did in my younger years!) I can honestly say (and recommend to others) to tune in to QVC and Alison’s beauty shows – you learn a lot from Alison and you know that the advice given is truly impartial with no obligation or pressure to buy – unlike when you visit a shop. I can honestly say I go to QVC – both TV and website – to keep up to date on the beauty market/products and never fail to learn something new. Many thanks Alison and team.

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