Vicsport Talks - A Customer Experience Masterclass

How can we design great experiences for sport and active recreation?

While COVID-19 is changing the sporting landscape, one thing will not change: consumer behaviour is governed by emotions, and customer experience is critical to the retention of people in sport and active recreation.

Join us for a live-streamed masterclass into the art of customer experience design, strategy and implementation. This will include:

  • What is customer experience (CX)
  • How can we map, plan and design amazing experiences for the key ‘touchpoints’ of customer journeys
  • Case studies from sport and recreation events and participation programs

The masterclass will include a take away resource to assist with developing customer experience strategies to strengthen sport and active recreation in the wake of COVID-19.

The discussion will be moderated by Vicsport Participation Strategy Manager, Tom Dixon. Guests will include:

  • Karen Clydesdale – Head of Customer Experience, Tennis Australia

Karen heads up the TA Customer Experience team, who assist with consultation and planning, research and synthesis, journey mapping, concept ideation and co-design, prototyping, testing, facilitating and providing the event and Tennis’ teams with Human Centred Design tools and templates.

The CX team is also responsible for providing Customer Service that is global best practice, underpinned by excellent workforce training for the Australian Open, ATP Cup Tour and other Australian summer events as well as supporting the delivery of Customer Service for Tennis participation nationwide.

Karen’s leadership approach is grounded in a non-negotiable focus on the art of human connection, a zest for innovation (with a focus on digital transformation) and a deep commitment to continuous business improvement to improve the customer experience.

  • Andrew O’Loughlin – Leading Sport Experience Designer

Andrew O’Loughlin is a Melbourne based Event Advisor & Facilitator, using ‘Experience Design’ methods, to help leading organisations create more successful events.

Andrew is now sharing his learning’s from across 25 years of experience utilising his ‘Sports Experience Design Playbook’, with major international events, across professional and grassroots sport, and with leading global brands and local governments.

Andrew is focused on designing (or redesigning) events and programs that can be delivered to have the desired influence on our participants and communities, whilst being valuable and manageable for the organisations behind them.

For more information on Andrew and his current work please visit


This is a free event open to anyone working or volunteering in sport, recreation or health in both government and not-for-profit roles.

Tom Dixon
Participation Strategy Manager

Tue May 26 2020, 10.00am — Tue May 26 2020, 11.00am
Free (Member: Free)
Livestream via Vicsport You Tube

Government Partners

Preferred Suppliers