ServiceQualityWorks brings together experienced business and innovative academic talent:

Core Team


  • Mark Schoeman, Managing Principal

Education: BA (Honors) and MBA (WITS/Electives University of North Carolina at Chapel Hill)

Practice Areas: Quantifying and optimizing b-2-b relationships (customer and supplier). Sales enablement, business partnership design, partner driven innovation (process and product), customer relationship management and supplier relationship management.

Experience: Prior to establishing ServiceQualityWorks, Mr. Schoeman worked as a management consultant specializing in benchmarking, sales force optimization and customer experience management. Mr. Schoeman has led more than 50 large scale consulting projects for Fortune 500 clients including: AstraZeneca, Boeing, Caterpillar, Coca-Cola, HP, Merck, Motorola, Pfizer, TIAA-Cref, PSE&G, Wells Fargo and others.

    • Eric Small, Principal

    Education: MS in Management from the Sloan School at MIT, an MA in Economics from the University of Michigan, and a BS in Economics from MIT.

    Practice areas: Customer experience/satisfaction/loyalty measurement and design, segmentation, positioning, targeting, concept and product testing, statistical analysis.

    Experience: Mr. Small has 30 years of experience developing and implementing solutions to business problems, especially those with a quantitative component. Previous employers have included management consulting firms (McKinsey), market research suppliers (NFO – P&G account), telecom manufacturers (Ericsson), and insurance companies (John Hancock, Liberty Mutual). His technical expertise spans multivariate analysis, modeling, sampling and statistics, survey research, and analytic software.


      • Gary Shaw, Principal

      Education: BA from SUNY at Buffalo, PhD from University of Virginia

      Practice areas: Strategy Development and Execution, Customer and Employee Experience Design, Change Management, Organizational Transformation

      Experience: Mr. Shaw is a Principal at ServiceQualityWorks LLC, in charge of Business Transformation. Gary has spent over thirty years as a management consultant and business educator helping executives forge and execute strategies for profitable growth. He has worked across industries, leading engagements in strategy development, customer and employee experience design, process improvement, and organizational transformation with companies as diverse as GMAC, Merck, Motorola, AlliedBarton, Entergy, L'Oreal, Thomson-Reuters, and Pfizer.


      • B. Ann Recchie, VP, Client Services

      Education: BA , UNC at Chapel Hill

      Practice Areas: Quality and customer experience, sales metrics and sales force effectiveness.

      Experience: Prior to joining SQWorks, Ms. Recchie was a Senior Analyst at a consulting firm, specializing in benchmarking, customer retention, consumer behavior and sales force effectiveness. She also worked in the CRO industry, managing customer relationships with major academic medical centers to optimize sales and drive growth. Ms. Recchie has consulted with Fortune 500 clients such as Verizon, GE, Pfizer, Boeing, Wells Fargo, Raytheon and the Federal Reserve Bank, among others.

        • Lilly Ferrick, VP Business Development

        Education: BA (Honors), Florida International University

        Practice Areas: New business development, sales and marketing strategy, brand and marketing communication, lead generation, sales management.

        Experience: Ms. Ferrick has extensive experience selling marketing-related products and services. Working for companies such as Forma Life Science Marketing and Harris D. McKinney, she has focused on the health care, life science, medical device, contract research, and technology industries. Clients have included Ethicon, Quintiles, Aptiv Solutions, and other leading organizations.

          • Audrey Pettifor, Technical Advisor

          Education: B.A.,University of Virginia, M.P.H., Berkeley, Ph.D., Berkeley

          Practice Areas: Design of organizational interventions to drive behavior change

          Experience: Dr. Pettifor is Assistant Professor at the School of Public Health, University of North Carolina at Chapel Hill. Dr. Pettifor specializes in research design and methods, and has extensive experience designing and implementing large scale research initiatives focused on understanding and managing behavior change.