ADVANCED LOYALTY EDUCATION COURSE
Behavioural Science explains why customers do what they do, not just what they say they do.
In a world where loyalty programs compete for attention, relevance and trust, understanding the biases that shape human decision-making can be the difference between a member who engages once and one who returns again and again.
This practical, high-energy course is designed for loyalty professionals who want to use proven psychological principles to design better programs, communications and experiences that turn member behaviour into business results.
Across four modules, participants will explore 12 behavioural biases most relevant to loyalty – from how people perceive value and make trade-offs, to what keeps them coming back.
Through real-world examples, short theory bursts, and hands-on exercises, you’ll learn how to apply these insights to everything from campaign design to member engagement and reward architecture.
This is a must-attend course for loyalty professionals working across Retail, Travel, Banking, Hospitality and Healthcare.
Delivered through a mix of interactive presentation, case studies and collaborative group tasks, the course bridges science and strategy, translating theory into tools you can apply immediately.
Facilitated in person by Dan Monheit, best-selling author, speaker and host of the Bad Decisions podcast.
The ALA Customer Loyalty Education Course is
endorsed by the Australian Marketing Institute (AMI).
Our next Sydney intake commences on 18 February 2026.
Please book early to secure your place, as spots are limited.
Accredited by the Australian Loyalty Association and the Australian Marketing Institute (AMI)
Module 1
Building Awareness – How biases like Social Proof and Halo Effect shape first impressions, drive discovery and attract new members.
Module 2
Increasing Value Perception – Why Effort Bias and Loss Aversion matter more than points alone when shaping perceived value.
Module 4
Improving Conversion – Using Choice Paradox and Zero-Risk Bias to design frictionless, confidence-building member experiences.
Module 5
Designing for Retention – Leveraging Peak-End Rule and Projection Bias to create memorable moments and lasting habits.
All pricing excludes GST and includes booking fees. Prices are in Australian Dollars (AUD).
Private Sessions for 5+ Attendees are available, please contact us at events@australianloyaltyassociation.com
10% discount is available for sponsors and associates of ALA.
For further details, contact Australian Loyalty Association on 03 9681 9429/ 0438 923 300 or events@australianloyaltyassociation.com
Dan Monheit is an entrepreneur, business leader and leading authority in behavioural science, best known for building one of Australia’s most successful customer experience agencies from the ground up.
In 2005, he co-founded Hardhat, a CX and creative agency that reframed marketing through the lens of behavioural science. Over nearly two decades, Dan led the business to become a powerhouse in the Australian market, generating over $100 million in revenue and partnering with iconic brands such as AMP, DocuSign, Kogan.com, Australia Post and Mattel.
In 2024, Hardhat was acquired by Thinkerbell, one of the world’s most awarded independent creative agencies. Today, as Chief CX Thinker at Thinkerbell, Dan continues to help brands influence and improve customer decision-making, blending behavioural insights with world-class creativity to deliver measurable commercial results.
Outside his client work, Dan is a sought-after keynote speaker who has presented at global stages including SXSW Austin, and regularly collaborates with organisations such as Google and Meta on industry thought leadership. He is also the co-host of the Bad Decisions podcast, a best-selling author, and the creator of Behavioural Science Bootcamp, an online program that has helped thousands of marketers apply behavioural science to real-world business challenges.
Dan Monheit is an entrepreneur, business leader and leading authority in behavioural science, best known for building one of Australia’s most successful customer experience agencies from the ground up.
In 2005, he co-founded Hardhat, a CX and creative agency that reframed marketing through the lens of behavioural science. Over nearly two decades, Dan led the business to become a powerhouse in the Australian market — generating over $100 million in revenue and partnering with iconic brands such as AMP, DocuSign, Kogan.com, Australia Post and Mattel.
In 2024, Hardhat was acquired by Thinkerbell, one of the world’s most awarded independent creative agencies. Today, as Chief CX Thinker at Thinkerbell, Dan continues to help brands influence and improve customer decision-making, blending behavioural insights with world-class creativity to deliver measurable commercial results.
Outside his client work, Dan is a sought-after keynote speaker who has presented at global stages including SXSW Austin, and regularly collaborates with organisations such as Google and Meta on industry thought leadership. He is also the co-host of the Bad Decisions podcast, a best-selling author, and the creator of Behavioural Science Bootcamp, an online program that has helped thousands of marketers apply behavioural science to real-world business challenges.
Sarah has over 20 years experience in the corporate world, with wide industry knowledge gained working in senior marketing and customer loyalty roles in organisations such as Telstra, Suncorp, Australia Post and Myer, and also enjoyed her time working as the CRM director at Sapient Nitro.
In 2012 Sarah started Global Loyalty, now Sciensa Loyalty, an organisation that specialises in strategy development, planning and implementation of customer loyalty enhancement projects.
Sarah has tutored Direct Marketing at (QUT), held the position of QLD State Chairman of ADMA for many years and wrote a white paper on loyalty principles with The Australian Centre for Retail Studies (ACRS) at Monash University.
In 2012 Sarah started the Australian Loyalty Association (ALA) an organisation established to provide thought leadership, education and networking opportunities to those working in the loyalty industry. In 2022 the ALA commissioned the largest research project ever conducted in Australia, giving the market deep consumer insights with which to build effective customer loyalty into the future.
Sarah has over 20 years experience in the corporate world, with wide industry knowledge gained working in senior marketing and customer loyalty roles in organisations such as Telstra, Suncorp, Australia Post and Myer, and also enjoyed her time working as the CRM director at Sapient Nitro.
In 2012 Sarah started Global Loyalty, now Sciensa Loyalty, an organisation that specialises in strategy development, planning and implementation of customer loyalty enhancement projects.
Sarah has tutored Direct Marketing at (QUT), held the position of QLD State Chairman of ADMA for many years and wrote a white paper on loyalty principles with The Australian Centre for Retail Studies (ACRS) at Monash University.
In 2012 Sarah started the Australian Loyalty Association (ALA) an organisation established to provide thought leadership, education and networking opportunities to those working in the loyalty industry. In 2022 the ALA commissioned the largest research project ever conducted in Australia, giving the market deep consumer insights with which to build effective customer loyalty into the future.
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