We obsess over simplifying the complexity of loyalty to deliver world-class loyalty brilliance.
Our Mission
Our Values
Our values underpin who we are:
- We drive industry innovation.
- We live the client value obsession.
- We are creative thinkers, problem solvers and always hungry to learn.
- We treat others the way we would like to be treated.
- We create fun and a little weirdness.
- We invest in others less fortunate.
Our team of bright minds
Amanda Cromhout is the CEO and Founder of Truth - a global loyalty consultancy based in Cape Town. She is the Academic Director of Truth’s international loyalty training academy – Customer Academy, which has educated over 850 students in 25 countries in loyalty excellence. She was recognised as ‘Best Loyalty Professional’ in 2024 and as ‘International Loyalty Personality of the Year’ – 2023 at The International Loyalty Awards.
She is the author of a compelling business-read called Blind Loyalty – 101 loyalty concepts radically simplified, which was published in 2023 and 100% of its profits are donated to The Blind Loyalty Trust. She is the Founder and Trustee of The Blind Loyalty Trust which the global loyalty industry supports (www.blindloyalty.co.za).
She is a judge for The International Loyalty Awards and Founder & Judging Chair of The South African Loyalty Awards.
As the most insightful keynote speaker on loyalty strategy and design, Amanda brings you two specialist keynote sessions: Amanda presents either ‘Out of blindness comes vision’ which tells her story of turning adversity into true authenticity and changing others’ lives and secondly, her laser-focused keynote on customer loyalty which shares global loyalty insights, radical simplification and a strong dose of fun to engage professionals at any corporate or team building event.
Jen leads Truth's Customer Academy portfolio, to enable the delivery of world-class loyalty training to the industry. She also manages the African Loyalty Association and oversees the content portfolio at Truth, ensuring that Truth remains a leader in the loyalty space.
In addition, Jen collaborates with her team on client projects, designing innovative loyalty programmes and providing ongoing retainer support to help clients successfully launch their programme.
Lauren has been with Truth since 2016 and wears many hats within the business. She works hand in hand with Amanda and other Truth team members to deliver client projects, maintains strong relationships with partners and sponsors and implements the marketing creative design at Truth.
Lauren excels in developing and implementing loyalty solutions for a wide range of Truth’s clients, across various industries in both B2B and B2C sectors. With extensive expertise, she specialises in developing strategies, from defining loyalty objectives, designing the overall framework to driving member engagement and overseeing successful implementation.
As Truth’s office manager and academic coordinator, Rowen is the glue that brings it all together, ensuring for clients, students and the team that things run smoothly.
She also manages Truth’s annual calendar of loyalty events, including the International Leaders in Loyalty Summit, Africa’s largest loyalty summit and the South African Loyalty Awards, ensuring a seamless process for the judges and maintaining a world-class, gold standard in international loyalty judging.
The broader global team
Customer Strategy Network
Amanda Cromhout is a partner in the Customer Strategy Network.
Truth works with the CSN partners for broader expertise and input on bigger projects. These partners are part of the Customer Strategy Network: “The Customer Strategy Network is a global network of independent customer loyalty practitioners who are passionate about customer engagement and seek to promote innovation within an ever-changing marketplace through the collaboration of partners. We help businesses thrive through solving complex customer problems.”
Causes we support
Truth’s official charity is The Blind Loyalty Trust, which offers hope and clarity through essential ophthalmology procedures to underprivileged patients requiring cataract and corneal transplant surgery.
The Amy Foundation, Western Cape, South Africa, is a non-profit organisation offering programmes which develop and empower youngsters from challenged and vulnerable communities.
The KIKA Trust was co-founded in 2011 by Cathy Schincariol and Truth’s CEO, Amanda Cromhout, who share a passion and vision to provide a holistic education for financially disadvantaged scholars.
Loyalty Events:
