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This 2 day course, accredited by The Australian Loyalty Association (ALA) and held at Swinburne University, covers all aspects of loyalty including strategy, design, marketing, operations and technology. The course will provide the processes and tools needed to create, develop and manage a world-class loyalty and customer engagement program. This course is designed for new entrants to the industry as well as more experienced managers seeking to improve their skill levels. By the end of the course, participants will be able to apply their new insights in their career and business to build a more engaging loyalty program and confidently grow customer retention and advocacy.

The Australian Loyalty Association is the industries’ main association. Key industry partners and consultants have contributed to the course content, providing expert insights and exposure to the industry.


The course will be led by industry professionals Sarah Richardson and Philip Shelper. Running for a total of 2-days, the course includes eight 90-minute modules. At the completion of the course, participants will be awarded with a certificate in Customer Engagement & Loyalty accredited by the Australian Loyalty Association.

Download the Course Brochure below to view Course Modules.


Sarah Richardson

Sarah has over 20 years of experience in the corporate world, with wide industry knowledge across a range of sectors including retail, FMCG, insurance, automotive, telecommunications, property, and IT. In her career, Sarah has held senior marketing and customer loyalty positions in organisations such as Telstra, Suncorp, Australia Post and Myer, and also enjoyed her time working as the CRM director Sapient Nitro.

In 2012 Sarah started Global Loyalty, an organisation that specialises in strategy development, planning and implementation of customer loyalty enhancement projects. 

Sarah has tutored Direct Marketing at the Queensland University of Technology (QUT), held the position of QLD State Chairman of ADMA for many years and in 2014 wrote a white paper with The Australian Centre for Retail Studies (ACRS) at Monash University.

Later in 2014, Sarah registered the Australian Loyalty Association under whose banner is held the yearly ALA Customer Engagement & Loyalty Conference, now the largest loyalty conference in Australia.

Philip Shelper

Philip Shelper has over 13 years' experience within the loyalty industry, including roles at Qantas Frequent Flyer and Vodafone, as well as running Australia's leading loyalty management consultancy, Loyalty & Reward Co. Loyalty & Reward Co focuses on loyalty program design, implementation and operation for major companies globally. Phil is also an Advisory Board member of the Australian Loyalty Association.

Phil is a member of several hundred loyalty programs, and a researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program. Phil is the author of ‘Blockchain Loyalty; Disrupting loyalty and reinventing marketing using blockchain and cryptocurrencies (2nd Edition).’


Wednesday 27th & Thursday, 28th November 2019


Swinburne University of Technology, Hawthorn Campus


  • $2,250 + gst per person - Earlybird (ends 30th Sep)

  • Sponsors & Associates of the ALA receive a further concession

  • $2,500 + gst per person - Full Price

  • Private Sessions for 5+ Attendees - POA


Book your spot via the below Eventbrite link. Early Bird bookings close Friday 8th November.
For further details, please contact the ALA on 03 9681 9429 or


Customer Experience and Insight (CXI) Research Group Events

Event: CXI X² Innovation Workshop, Placemaking for Customer Experience

Date: Thursday 10th October 2019

Time: 8:30am - 1:00pm

Location: The Swinburne Centre, Richmond Football Club, Punt Rd Oval, Richmond VIC

Event: CXI Competing on Customer Experience

Date: Tuesday 22nd - Thursday 24th October 2019 - 3 Full Days

Location: Swinburne University of Technology, AGSE Building, L1, 22-24 Cnr Wakefield & William Street Hawthorn VIC

Course Brochure: Download Course Brochure here.


Kristy Horne , Client Liaison & Research Support
Customer Experience & Insight (CXI) Research Group
Swinburne University of Technology
Hawthorn VIC 3122 Australia
T 03 9214 5961  M +61 409 938 840 E