This one-day intensive course, run by the Australian Loyalty Association (ALA), explores how behavioural science can be used to design more effective loyalty programs and customer experiences.

In an era where brands compete for attention, relevance, and trust, understanding the biases that drive human decision-making can be the difference between a member who engages once and one who returns again and again.

Designed for loyalty and marketing professionals, this practical course bridges the gap between psychology and strategy — providing the tools to turn behavioural insights into measurable business results.

Through a combination of expert-led instruction, case studies, and collaborative exercises, attendees will learn to:

Understand 12 key behavioural biases that shape member decisions.
Apply behavioural principles to optimise acquisition, engagement, and retention.
Use behavioural frameworks to enhance perceived value and program participation.
Design campaigns and experiences that influence customer loyalty more effectively.

By the end of the course, participants will have the confidence and capability to apply behavioural science to every stage of the member journey — from attraction and onboarding to retention and advocacy.

This program is ideal for loyalty, CRM, marketing, CX and data professionals, as well as agencies and vendors supporting loyalty programs across Retail, Travel, Banking, Hospitality, and Healthcare sectors.

Facilitator:
Dan Monheit — best-selling author, speaker, and host of the Bad Decisions podcast.

Date: 18 February 2026
Time: 9:00am – 4:30pm
Venue: Sydney (exact location TBC)
Cost: AU$890 + GST per person
10% discount available for ALA sponsors and associates

Participants will receive a Certificate in Advanced Loyalty & Behavioural Science, accredited by the Australian Loyalty Association and the Australian Marketing Institute (AMI).

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