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© SOCAP International 2019

625 North Washington Street · Suite 304 · Alexandria, VA · 22314
Telephone: (703) 519–3700 ·
Email: socap@socap.org

©2019 by SOCAP International.



October 20–23, 2019

Tucson, Arizona



Re-Imagining the Relationship of Interconnected Business

Monday, October 21 • 11:00 am–Noon

How Bayer CH Kicked Up Communications for Improved CX

Bayer Consumer Health (BCH) and E-WRITE will walk attendees through BCH's two-phase communication strategy that improved the consumer experience by using personalized and authentic communication with consumers. We will share examples and best practices in our move away from robotic communication in social media, email, and letter writing. This is a live, ongoing project, and we believe SOCAP attendees will use our “lessons learned” to plan and implement their own projects. BCH and E-WRITE will detail Phase One: Roll-Out (July–October 2019) and Phase Two: Voice of the Brand (January 2020).


  1. Learn how to communicate the importance of authentic, personalized, and meaningful communications to drive consumer satisfaction in a regulated OTC environment.

  2. Learn how Bayer used diplomacy to show internal teams (marketing, communications, legal) how its communication style was outdated and impersonal without causing them to become defensive or resistant.

  3. Learn from Bayer how to implement this communications project: define the strategy, develop a business case, align stakeholders, customize writing training, utilize tools.


  • Colleen Miller, Lead, Consumer Engagement, U.S. Bayer Consumer Health
    Colleen Miller leads the Consumer Engagement team at Bayer Consumer Health, U.S. in Whippany, New Jersey. Colleen has worked in the pharmaceutical industry in various roles throughout her career as well as owned a small graphic design business. Regardless of what she is working on, Colleen always has a passion for the consumer, which is what led her to her current role leading initiatives that ensure that the consumer is at the center of all decision-making. Colleen currently serves as vice president of events for the New York Metro Chapter of SOCAP.

  • Leslie O’Flahavan, Principal, E-WRITE
    Leslie O’Flahavan has helped thousands of people learn to write well for online readers. She has delivered customized writing courses for customer service agents, social media managers, and support desk staff. She is a problem-solver for all the writing-related challenges faced by contact centers: e-mail, chat, social media, and text. She helps contact centers train frontline agents to write well and to measure the quality of their writing. Leslie helps customer care teams rewrite entire libraries of canned answers. Recently, she completed a complete overhaul of customer service writing for a global airline’s domestic and international contact centers. Leslie is an instructor for Lynda.com (LinkedIn Learning) writing courses and the author of Clear, Correct, Concise Email: A Writing Workbook for Customer Service Agents.

Monday, October 21 • 2:00 pm–3:00 pm

Across the Organization and Beyond: Involving Internal and External Stakeholders to Create an Enhanced End-to-End Customer Experience

A consumer-centric organization is one with an overarching vision exemplified by senior leaders and modeled throughout the organization. To achieve this level, it’s critical for your organization to pay attention to and understand the full experience of its consumers. Attend this session to learn how you can leverage consumer feedback to empower partners in quality, marketing and R&D to drive action and ultimately improve the consumer experience.


  • Dale Conwell, Vice President, C3i
    With more than 27 years in consumer care, Dale has been successful to ensure the business partner is fully aligned with its respected clients both deep and wide into its respective organizations. Dale has been actively involved with the C level suites with his clients so consumer care is aligned with clients’ short and long term strategies.


  • Dan Rucolas, Lead, Consumer Relations Info & Reporting, The Kraft Heinz Company

Monday, October 21 • 3:15 pm–4:15 pm

Cracking the Code With Your Business Partner

When we consider our outsourcing relationships, we need to overcome the perceived conflicts:

  • Are the intentions and goals of my outsourcer the same as mine?

  • Are my customers and business their priorities?

  • Can they care as much as we do?

In this session, our panel will collaborate with attendees on the keys to a fruitful partnership. We will discuss the importance of communication, transparency, delivery of service and what it really means to support each other. Our four panelists all share the unique experience of having worked for brands and business partners and can provide insight to alleviating some of the stress that can come along with a dysfunctional vendor relationship and how to make the relationship work for both partners.


  • Andy Begnoché, Director, Operations, HOLDCOM
    Andrew Begnoché is Director of Operations & Partner Relations, for Holdcom, a leading voice talent studio and digital content provider with major brands in the mobile communications, healthcare, hospitality, and retail categories.  With over 29 years of experience at Holdcom, Andy provides strategic leadership for the marketing and social media teams.  He is also responsible for channel partner development and online ecommerce sales with a concentration in customer contact related synergy, including Foreign Languages, Training, Voice, and Video Production, among others.  Andy currently serves as Chair of the SOCAP BPAC Steering Committee.

  • Kim McMiller, VP, Customer Experience, 24-7 Intouch

  • Adina Raven-Everett, Account Manager, Stafford Communications Group
    Adina joined Stafford Communications in 2018 as an Account Manager for leading food industry brands, globally. She is a strategic partner, providing daily hands-on service to her client’s contact center needs.
    Since starting her career at a major global consumer goods company, Adina has over 20 years of experience delivering contact center digital, and technology solutions as well as reporting. She led global business design sessions, while providing guidance throughout development. Prior this role, she held various positions within the department.
    Adina has been an active SOCAP member for over 11 years and served as the 2016 SOCAP Education Committee Chair. Adina also loves planning the next big family vacation. If you had a great vacation experience, she’ll want to hear about it!


  • Mary Ann Kerr, Director Global Operations—Global Regulatory & Consumer Affairs, Coty Inc.
    Mary Ann joined Coty Inc. in 2017 as Director Global Operations GRCA where she oversees Consumer Affairs 3rd party partner performance KPIs, quality assurance, and contract management.  She collaborates with Digital, Services, Ecommerce, and Marketing to ensure an effective and satisfying consumer experience. Finally, Mary Ann is responsible for the department finances, industry compliance, and crisis management.

    Prior to joining Coty Inc., Mary Ann worked in the 3rd party Contact Center space for nearly 25 years, gaining in-depth client relationship, operations, and general management experience. At TMP Direct, Mary Ann was relied on as a senior executive and partner managing all functional areas.

    Mary Ann holds an MBA from Seton Hall University and is a member of the Board of the NY BBB and an active member of the Society of Consumer Affairs Professionals for 10 years. She resides in Morris County, New Jersey with her husband and two children.


  • Shelley Elkins, Senior Director of Client Services, RDI Corporation
    Shelley has been a member of SOCAP for over 20 years, serving on the National Board and in leadership positions with several local SOCAP Chapters during that time. She has been in the Consumer Care business for 25 years working for companies like Telespectrum, Estée Lauder Companies, Nestlé, Guthy-Renker, Dollar Shave Club, and RDI. She currently works with RDI, an outsource provider as Senior Director of Client Services.