Cristina Ziliani, Ph.D is Professor of Marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including the US, Japan, UK, France, Belgium and Spain. She has been the Director of the Osservatorio Fedeltà UniPR (Loyalty Observatory) since 1999, dedicated to research, consulting and education on Loyalty Management, CRM and CX. The Observatory runs a yearly Loyalty conference attracting over 450 managers across Italy to discuss the latest loyalty trends and research. In-depth webinars dedicated to specific loyalty topics – such as Sustainability or Engagement – are offered every spring. Over the years, the Observatory has developed international partnerships with research centers, labs and associations dedicated to loyalty, for joint research programs and echange of speakers. Cristina is also the Director of the Master in Trade and Consumer Marketing at the University of Parma, growing talents for marketing, CRM and loyalty positions in Italy and abroad. She is the author of +50 scientific papers on loyalty and 5 books, the latest being “Loyalty Management. From loyalty programs to omnichannel customer experiences” published by Routledge.