About Us

About Us

The StiehlWorks Team 

StiehlWorks takes a comprehensive approach to creating and using the Voice of the Customer to develop customer-driven internal business metrics, execute customer satisfaction surveys and choose among competing improvement strategies, as described in the best selling book Pain Killer Marketing. We have applied these techniques to client issues ranging from how to gain more customers at a neighborhood movie theater to how to sell more products in a worldwide market for Fortune 500 companies. The techniques work equally as well for non-profits in finding more volunteers, finding more donors or crafting the messaging for communications and events.

 Chris doing VOC work in Shanghai. 

Chris doing VOC work in Shanghai. 

StiehlWorks products (CDs, DVDs, and books) may be purchased by contacting us at chris@stiehlworks.com. These products illustrate our Voice of the Customer methodology described in Pain Killer Marketing and used by Chris and Lorraine Stiehl.

Chris Stiehl

Chris Stiehl is a market research and strategic consulting professional. Chris helps companies and non-profits understand their customers and choose among alternative actions to influence them. He has over 35 years experience working in and for Fortune 500 companies. Chris is skilled in management, strategic planning, marketing and market research, competitive analysis, and product engineering.

Chris has an undergraduate degree from UC San Diego and advanced degrees in Experimental Psychology and Industrial Engineering from the University of Michigan. He also studied with international quality leaders  Dorian Shainin while at Polaroid, W. Edwards Deming while at Cadillac, and Bradley Gale and Ray Kordupleski while at Pacific Gas & Electric.

chris color portrait.jpg

Besides teaching at several major universities across the country, Chris co-authored the best-seller Pain Killer Marketing and contributed a chapter to 42 Rules For Driving Success With Books. He served on the Board of Directors for the Juvenile Diabetes Research Foundation, as well as on the Leadership Council of the Pediatric Diabetes Research Center at UCSD in San Diego. Along with Lorraine (see below), Chris co-hosted the 2003 Super Bowl Gala for LifeSharing, the organ donation organization for San Diego.

Chris and Lorraine were honored as the "Family of the Year" by the San Diego Chapter of the Juvenile Diabetes Research Foundation at their Promise Ball in 2008.

StiehlWorks has over three decades of experience studying customers and markets to help our clients achieve their goals. Whether it is understanding the needs of your diverse customers (so-called “Voice of the Customer” projects), defining predictive internal measures, or the strategic planning and design of your next product or service offering, StiehlWorks can help you. We have conducted studies for Fortune 500 companies, utilities and corporations, from "dot coms" to hardware suppliers. Our clients have also included non-profit and government agencies, health charities and industry associations. We have also assisted our clients with unique strategic planning activities based upon customer input.

Lorraine Stiehl

Lorraine Stiehl has provided management, marketing and fundraising support, and strategic planning guidance, for numerous charitable organizations during her 25-year career in non-profit management. She has also provided strategic planning, marketing and sales management support for multiple software and new technology companies.

 Lorraine speaking about Advocacy at the JDRF Annual Meeting. 

Lorraine speaking about Advocacy at the JDRF Annual Meeting. 

While working for the Juvenile Diabetes Research Foundation (JDRF), Lorraine opened chapters in 17 new markets in 14 states. During her tenure she was named "National Executive Director of the Year" and "Staff Member of the Year." After retiring from her professional career at JDRF in 2001, Lorraine became active as a volunteer. Currently, she serves on the Internatonal Board and Executive Committee. Previously, she served as National Volunteer for Grassroots Advocacy and lead a team of 16 regional volunteers on the Grassroots Leadership Team, 150 volunteer state leaders and 80,000 volunteer advocates. In May, 2010, Lorraine was named "Volunteer of the Year" for JDRF for her work in government relations and grassroots advocacy.

Through StiehlWorks, Lorraine was instrumental in helping the Lymphoma Research Foundation develop their chapter structure in the western states. She recruited, trained and managed volunteer advocate leaders in San Francisco, Los Angeles, Orange County, San Diego, Seattle and Phoenix.

Lorraine also helped to coordinate advocacy efforts for the California Stem Cell Research and Cures Act (Prop 71). Lorraine and Chris were proud to have been selected as Patient Advocate Coordinators for the California Institute for Regenerative Medicine (CIRM). In this role, Lorraine and Chris educated, excited and empowered stem cell advocates in California and the world at large. Lorraine is an active volunteer for the Sanford Consortium for Regenerative Medicine. She was asked by CIRM Vice-Chair Duane Roth to speak on advocacy at the Annual Stem Cells on the Mesa conference in 2010, where stem cell researchers and advocates gathered from all over the world to hear the latest on stem cell research. You can watch the video here:

Lorraine also spoke at the dedication of the Sanford Consortium for Regenerative Medicine. Media coverage can be found here:

 Lorraine speaking at the dedication of the Sanford Consortium

Lorraine speaking at the dedication of the Sanford Consortium






Through our CIRM work, we have been advocates for many health charities, including Huntington's Disease Society of America‎. (podcast)

Lorraine has been a volunteer consultant for the Disability Rights Education & Defense Fund, as well as the 101 Artists' Colony, the Hydrologic Research Center, Children's Diabetes Foundation of the North Bay, DASH Camp, Behavioral Diabetes Institute, Diabetes Hands Foundation, United Through Reading and numerous other organizations. Lorraine was invited to speak on advocacy at the World Stem Cell Summit in 2011 and 2013.

Lorraine has also completed Voice of the Customer research assignments for StiehlWorks for more than a decade, including for non-profit entities and for industrial customers. These efforts have taken her from Singapore and Kuala Lumpur to Switzerland.