Truth Customer Leadership

Truth Customer Leadership Truth is a boutique consulting business specialising in customer centricity strategy and customer lo Truth is led by its founder, Amanda Cromhout.

Truth is a boutique consulting business specialising in customer centricity and customer loyalty programmes. In addition, Truth delivers results-driven executive coaching, in particular for marketing executives. Customer centricity ensures that the customer is placed at the forefront of everything and everyone in your business – from board strategy, to front line sales assistants, thus driving inc

reased organisational financial returns. Following a customer centricity strategy draws on customer intelligence to influence all business decisions. Truth delivers solutions for turning customer insight into competitive advantage strategies across the whole organisation. Amanda is a specialist consultant, drawing on her years as a senior executive in global business. Truth has proudly delivered loyalty and customer centricity strategies for many of South Africa’s best known brands.

Introducing Truth's Customer Academy 2 day DIPLOMA in LOYALTY virtual masterclass.This is the perfect opportunity to get...
29/07/2024

Introducing Truth's Customer Academy 2 day DIPLOMA in LOYALTY virtual masterclass.

This is the perfect opportunity to get your Diploma in Loyalty through Truth's Customer Academy, via this online format presented by Amanda Cromhout CADipL™️. Our externally certified Diploma in Loyalty gives you the most impactful foundation for loyalty brilliance!

✅ 27-28 August, 2024
✅ Fully online, join from anywhere
✅ $699

Register today via this link: https://forms.gle/xYXYo7MskVL5rGHKA

There are some companies which totally understand how simple it is to drive change and impact and TFG Rewards team truly...
26/07/2024

There are some companies which totally understand how simple it is to drive change and impact and TFG Rewards team truly do exactly that. There is an ongoing supportive push from the team, led by Fionna Ronnie and her amazing colleagues Shirley Palmer, Lizette Kellerman to name just 3 individuals. They push & support The Blind Loyalty Trust by simply choosing to do good.....using our Relate Bracelets bracelets to celebrate internal successes and sharing the Blind Loyalty love all over the world. Here is how our patients who can now see want to say THANK YOU to you: https://youtu.be/6N8wiaZEFCY

If you only watch one thing this week and you love - you must watch this!Today’s Blind Loyalty Challenge is with Dr Ne...
11/07/2024

If you only watch one thing this week and you love - you must watch this!

Today’s Blind Loyalty Challenge is with Dr Nejib Ben-Khedher, Divisional Senior Vice President, Emirates Skywards.

This insightful 15-minute challenge is definitely worth a listen and covers:
✅ The power of partnerships in airlines (Nejib says partnerships should be an additional P with in the 10Ps of customer loyalty! - Chapter 5 of BLIND LOYALTY). These partnerships need to be adding value to the programme.
✅ How to use gamification as a tool to build lively engagement: a brilliant example is Skywards Exclusives: “Money can’t buy experiences” and customers bidding their points to do tea tasting in the plantations in Sri Lanka, as an example.
✅ Finding loyalty inspiration: a shoutout to Emirates Skywards themselves for providing inspiration and competitors such as Qantas & Air Canada.

Watch our for loyalty insights with Dr Nejib 💡

https://youtu.be/VKMj0m0Putw

Blind Loyalty - 101 loyalty concepts radically simplified, is available now on www.amandacromhout.com/author or directly from Amazon.
Follow Amanda on instagram: https://www.instagram.com/amanda.cromhout/

Despite the digital age, in South Africa, economically active consumers preferred identifier is swiping a card, and this...
10/07/2024

Despite the digital age, in South Africa, economically active consumers preferred identifier is swiping a card, and this has never been different for the many years when we have asked this question of South African consumers.

We do see that WhatsApp usage is a growing platform in loyalty programmes and 37% of mass market consumers prefer WhatsApp as their loyalty identifier, as per the MoyaApp research. Watch this space. There are a lot of exciting loyalty initiatives by South African brands in how they leverage WhatsApp for the loyalty journey.

For more loyalty insights, download the Truth & BrandMapp Whitepaper: https://truth.co.za/articles/whitepapers/

Truth is proud to introduce another 5 of our esteemed speakers for the International Leaders in Loyalty Summit - 11 & 12...
09/07/2024

Truth is proud to introduce another 5 of our esteemed speakers for the International Leaders in Loyalty Summit - 11 & 12 Sept in Cape Town:

•⁠ ⁠Rob McDonald, Chief Commercial Officer at IAG Loyalty
•⁠ ⁠⁠Rafael Martínez Morales, Global Lead of Loyalty & Customer Centricity Consulting Practice at Mastercard.
•⁠ ⁠⁠Cécile Masson Henry, Group Loyalty Manager at IBL Together.
•⁠ ⁠⁠Brandon de K**k, Head of Storytelling at BrandMapp by WhyFive.
•⁠ ⁠⁠Emily Ong, Customer & Loyalty Product Leader, Landmark Group.

This 2-day loyalty summit is definitely not one to miss, filled with loyalty insights from these esteemed speakers and many more.

Buy your tickets here: https://www.quicket.co.za/events/261134-international-leaders-in-loyalty-summit-2024/ #/

There is so much discussion in the loyalty world about coalition loyalty. Does coalitions work or not? We have seen garg...
08/07/2024

There is so much discussion in the loyalty world about coalition loyalty. Does coalitions work or not? We have seen gargantuan coalition brands fall and some very recently.

Chapter 22 of 'Blind Loyalty - 101 loyalty concepts radically simplified' discusses coalition and loyalty & thank you to our industry friend and contributor to this chapter Iain Pringle.

At Truth, we have proudly advised many clients around the world on their coalition loyalty approach - from strategy to programme design, through to implementation. It's a fascinatingly complex loyalty challenge which we are excited to help brands tackle head on.

04/07/2024

Today’s Blind Loyalty Challenge is with Sebastian Huschner, Product Strategy Lead for Customer Loyalty at Aer Lingus.

This insightful 13-minute challenge is definitely worth a listen and covers:
✅ Power of global alliances for the loyalty industry, FFP’s and airlines: it offers choice and tier credits for the customers and increases revenue for the business.
✅ What airlines need to get right to make their FFP compelling: allowing consumers to earn points on the ground, through partners & brilliant customer service.
✅ The on-going, heated debate on points expiry: ensuring customers are well informed if their points are going to expire.

Watch our for loyalty insights with Sebastian 💡

https://youtu.be/BDsXQ2zVQB8

Blind Loyalty - 101 loyalty concepts radically simplified, is available now on www.amandacromhout.com/author or directly from Amazon.

Ever wondered how to understand what your customers really want from your loyalty programme? Obvious question, but not ...
04/07/2024

Ever wondered how to understand what your customers really want from your loyalty programme? Obvious question, but not always simple to solve. The Truth & Brandmapp Loyalty Whitepaper reveals all and these findings are not unique to South Africa alone.

The top 5 benefits most enjoyed by consumers.

We see that the benefits most enjoyed differ quite dramatically between the economically active (BrandMapp data) and mass market consumers (Moyaapp data).

Economically active consumers most enjoyed benefit is real cash back rewards whereas mass market consumers most enjoyed benefit is airtime or data.

For more insights download our Whitepaper: https://truth.co.za/articles/
BrandMapp MoyaApp

At Truth we design all our clients' loyalty programmes with simplicity being the number one check for success. Without ...
02/07/2024

At Truth we design all our clients' loyalty programmes with simplicity being the number one check for success. Without doubt missing this critical element can cause customer & brand confusion.

In chapter 21 of BLIND LOYALTY we highlight the simplicity of closed loop loyalty programmes, with an example from vida e caffè in South Africa.

Truth can assist all brands in driving simplicity & world-class loyalty programme design. Reach out to the TRUTH team & Amanda Cromhout for further details on how TRUTH can drive programme design, audit and re-design.

We dont know about you, but as a loyalty professionals, we feel that understanding the nuances and ins & outs of loyalty...
28/06/2024

We dont know about you, but as a loyalty professionals, we feel that understanding the nuances and ins & outs of loyalty programme structures is one of the most solid foundations to building a robust programme strategy & design. It can morph over time, of course, but you need to start somewhere. You need to understand the implications of choosing closed loop versus multi-partner or other alternatives.

Blind Loyalty - 101 loyalty concepts radically simplified: Chapter 20 unpacks this complexity. Available now on:
https://www.amazon.com/BLIND-LOYALTY-CONCEPTS-RADICALLY-SIMPLIFIED/dp/B0CK3X93F7/ref=sr_1_1?crid=3QXUKQT6FBGKV&dib=eyJ2IjoiMSJ9.i7LPTf_wLNxg1_CbRaF5Lg.YtpCMrOL5S2rlbFssMAu3gfgIsNFXyjf9p-j2WILTjk&dib_tag=se&keywords=amanda+cromhout&qid=1719571652&sprefix=amandacromhout%2Caps%2C325&sr=8-1

It is quite possibly my greatest pleasure in my career to date to combine the work we do Truth Loyalty & CRM and our tru...
28/06/2024

It is quite possibly my greatest pleasure in my career to date to combine the work we do Truth Loyalty & CRM and our trust: The Blind Loyalty Trust.

Together, with the incredible support of the global loyalty industry, we are changing people's lives:
- one redemption at a time
- one bracelet at a time,
- one Blind Loyalty book at a time
- one eye at a time

Watch this short video to see how our corporate heroes have played their part, for which our beneficiaries and we are so grateful: https://youtu.be/tszuEjsgqIM
Special thanks to:
Australian Loyalty Association Sarah E. Richardson
Antavo Loyalty Cloud Michelle Ellicott-Taylor Zsuzsa Kecsmar
Clicks Group Melanie Van Rooy Chad Backstrom
Comarch Loyalty Marketing Wojciech Kempny Jakub Socha
sinclair Clare Grimes
CoinBridge by Nayax Guy Rosenhoiz David Bimbat
Relate Bracelets Lauren Gillis Dalit Shekel
Old Mutual South Africa Brett Cameron
TFG (The Foschini Group) Fionna Ronnie Shirley Palmer
The BIG Handshake (TBH) Hadie Perkas (G.I.R.L) 😊Costas Perkas
Vodacom Monique Alley Mateboho MALOPE (MBA/ PgDip/ BCom)

Today’s Blind Loyalty Challenge is with Sadika Fakir, Executive of Digital Marketing & Media at the Absa Group. This ins...
27/06/2024

Today’s Blind Loyalty Challenge is with Sadika Fakir, Executive of Digital Marketing & Media at the Absa Group.

This insightful 9-minute challenge is definitely worth a listen and covers:
✅ The role of loyalty in retail banking: “loyalty is not just a gift/reward, it can help customers get through the last few days of the month.” This is a real positioning of the importance of loyalty programmes in customers' lives.
✅ Loyalty brands are falling short in understanding the customer and not necessarily using data contextually and creating a seamless user experience.
✅ Innovative use of technology through an integrated marketing tech stack and a shoutout to brands getting this right: Checkers Xtra Savings, FNB Ebucks, Pick n Pay Smart Shopper and Clicks Club Card.

Watch our hashtag for loyalty insights with Sadika 💡
(Sadika’s Chihuahua even makes a star appearance......)

https://youtu.be/3RRD-FBv9MI

Blind Loyalty - 101 loyalty concepts radically simplified, is available now on www.amandacromhout.com or directly from Amazon.

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About Truth

Truth is a boutique consulting business specialising in customer centricity and customer loyalty programmes. In addition, Truth delivers results-driven executive coaching, in particular for marketing executives. Customer centricity ensures that the customer is placed at the forefront of everything and everyone in your business – from board strategy, to front line sales assistants, thus driving increased organisational financial returns. Following a customer centricity strategy draws on customer intelligence to influence all business decisions. Truth delivers solutions for turning customer insight into competitive advantage strategies across the whole organisation. Truth is led by its founder, Amanda Cromhout. Amanda is a specialist consultant, drawing on her years as a senior executive in global business. Truth has proudly delivered loyalty and customer centricity strategies for many of South Africa’s best known brands.