Phil has more than 13 years of experience in the loyalty industry, including key roles at Qantas Frequent Flyer and Vodafone. He has consulted with 100s of brands, belongs to 100s on programs and researches loyalty psychology and history to understand the essential dynamics of successful programs. Listen in to learn about 3 key aspects of personalization to consider, key challenges around effectively collecting and leveraging data, where most get stuck and simple steps brands can take to make loyalty more manageable and less scary.