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loyalty expert

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Amanda is the CEO & Founder of Truth – a boutique global loyalty consultancy. Truth’s drives companies to build customer strategies, loyalty programmes and CRM solutions. Amanda leads the team at Truth to provide its clients a one-stop solution for everything in the world of loyalty, from strategy to advice on platforms, through to CRM / member engagement and loyalty programme launch execution.

Academic Director 

Amanda is the Academic Director of Truth’s Customer Academy, an online training platform in loyalty, CRM & data.  Amanda’s passion is sharing & coaching loyalty excellence via Truth’s Customer Academy, one of the world’s biggest loyalty training platform.  The Customer Academy has served over 500 students across 2 different online syllabuses (loyalty & data), covering 19 countries. 


Amanda is a judge on the International Loyalty Awards, where she sits alongside global consultants and loyalty practitioners to assess the world’s best loyalty innovation and programmes. In South Africa, her company Truth, is the founder and operator of the South African Loyalty Awards and she herself is the Judging Chair of the panel of judges, which decipher which brands lead the loyalty landscape in South Africa.

South African Loyalty Awards 

International Loyalty Awards 


Amanda Cromhout is the author of the seven loyalty whitepaper publications.

Truth publishes the annual loyalty whitepaper study for South Africa in partnership with the research study, BrandMapp. It is the number one go-to publication for African loyalty and she is the spokesperson for this powerful annual publication.

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“Amanda Cromhout’s name is synonymous with Loyalty & Rewards in SA.  Amanda has successfully managed to pull this industry together and highlights the importance of it not only to companies, but also individuals.  Amanda’s tireless effort by championing the SA Loyalty Awards, the thorough research with the annual industry whitepaper, and being the industry spokesperson on Loyalty & Rewards sets Amanda apart from anyone else.  Her dedication and passion for this industry has made her the “go to person” for all things Loyalty.  Amanda we appreciate all your hard work!”




Johan Moolman, CEO eBucks – FNB South Africa

“Awesome! That’s the right word to reflect Truth as our partner, seeing how they put everything together in place under very tight deadlines, with great efficiency and good communication skills. Truth truly delivers every commitment they make right from the beginning of the relationship and have become the moment of truth in our company’s loyalty journey.”








Tjhai A Eng, Head of Marketing & Loyalty, Matahari, Indonesia

“We have worked with Amanda (and Truth) during nearly two years. First on our business case and design of our loyalty strategy, then as advisor in terms of implementation of the recommendations and management of our technology partner. Their expertise, their focus on always creating the best customer value proposition and the quality of advice allowed us to design and launch a successful multi-partner loyalty programme. We particularly valued their flexibility, willingness and capacity to go the extra mile for us were definitively their main strengths. All these qualities make Truth an outstanding company to work with!

Delphine Lagesse, Group Strategic Innovation & Excellence Executive – IBL Ltd, Mauritius 

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