Shows
Let's Talk LoyaltyHornby Hobbies: Turning Collectibles into Loyalty Leadership (#747)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is also available in video format on www.Loyalty.TV.Louisa Evans is Head of Loyalty and Retention for Hornby Hobbies which saw the launch of its Rewards programme, Hobby Rewards, three years ago. In this interview, Louisa talks us through how the product-centric organisation with magnificently created and engineered collectibles turns into a customer-led business.They had to pivot from a pure B2B company to create a D2C channel during covid...
2026-02-1940 min
The Best of the Money ShowBest of the Money Show: Why brands value loyalty & leadership rethink On this weeks Money Show, Amanda Cromhout discusses how loyalty, CRM and data‑driven customer strategy translate insight into revenue and retention; Advaita Naidoo explains why traditional management structures are weakening and how leaders can better guide modern teams; Adrian Maizey reflects on expanding Starbucks across sub‑Saharan Africa alongside a high‑powered global finance career and elite endurance sport; and Ian Mann reviews Money by David McWilliams, unpacking its lessons on economics and society. The Money Show is a podcast hosted by well-known journalist and radio presenter, Stephen Grootes. He explores the latest economic trends, business development...
2026-02-0749 minThe Money ShowBest of the Money Show: Why brands value loyalty & leadership rethink On this weeks Money Show, Amanda Cromhout discusses how loyalty, CRM and data‑driven customer strategy translate insight into revenue and retention; Advaita Naidoo explains why traditional management structures are weakening and how leaders can better guide modern teams; Adrian Maizey reflects on expanding Starbucks across sub‑Saharan Africa alongside a high‑powered global finance career and elite endurance sport; and Ian Mann reviews Money by David McWilliams, unpacking its lessons on economics and society. The Money Show is a podcast hosted by well-known journalist and radio presenter, Stephen Grootes. He explores the latest economic trends, business development...
2026-02-0749 min
The Best of the Money ShowHow I Make My Money - Why brands turn to Amanda Cromhout for loyalty programmes?Stephen Grootes speaks to Amanda Cromhout, founder and CEO of Truth, a specialist loyalty, CRM, and customer strategy consultancy that operates at the intersection of data analytics, behavioural economics, and commercial value creation. Through Truth, Cromhout advises corporates on loyalty architecture, proposition design, customer lifetime value optimisation, and coalition programme strategy, helping brands translate customer data into measurable revenue and retention outcomes. The Money Show is a podcast hosted by well-known journalist and radio presenter, Stephen Grootes. He explores the latest economic trends, business developments, investment opportunities, and personal finance strategies. Each episode features engaging conversations with t...
2026-02-0218 min
Let's Talk LoyaltyUnderstanding The Power of WHY to Dig Deeper into The WHAT From Transactional Data (#738)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Brandon de Kock is Director of Storytelling for WhyFive Insights, South Africa. At the South African Loyalty Awards 2025, he was recognised at the most influential personality in the industry, with his late-business partner, Stuart Lowe.They produce a comprehensive view of the South African consumer class which represents 85% of consumer spend, called the BrandMapp study. HeDeeply understands the power of research to help brands understand ‘why' consumers behave in certain ways which adds more insightful di...
2026-01-2050 min
Let's Talk Loyalty30 years of Award-Winning Loyalty Leadership in Health & Beauty Retail (#729)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Dr Melanie Van Rooy talks openly in this podcast about what it takes to run a 30 year old leading loyalty programme which delights almost 13 million active members. Clicks ClubCard won three awards at this year’s South African Loyalty Awards and most notably Team of the Year.Clicks Clubcard represents 84% of sales of its iconic mo...
2025-12-0948 min
Let's Talk LoyaltyAustralian Loyalty Insights Report 2025 (#722)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.In its 3rd year, the Australian Loyalty Insights Report reveals three main themes. This report is brought to the loyalty industry by The Australian Loyalty Association and the Association's CEO, Sarah Richardson unveils the insights to us in this podcast.The top three themes revolve around The AI revolution, cost of living crisis and the...
2025-11-1329 min
Let's Talk Loyalty10 Standout Episodes: Live Reflections from International Loyalty Leaders Summit (#711)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let’s Talk Loyalty podcast, and in video format on www.Loyalty.TV.Join us for a special live recording of Let's Talk Loyalty and Loyalty TV, captured on stage at the International Loyalty Leaders Summit!In this episode, our wonderful hosts Amanda Cromhout and Carly Neubauer reflect on 10 standout episodes from the past two years, sharing insights, highlights, and lessons learned from some of the most in...
2025-10-0944 min
Let's Talk LoyaltyNedbank Greenbacks delights its clients through bank-wide loyalty (#705)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is also available in video format on www.Loyalty.TV and on our Youtube channel.South Africa is home to one of the world’s most mature and competitive loyalty markets, particularly in retail banking. In this episode, Dharmesh Bhana, Executive of Loyalty & Rewards at Nedbank shares the 20-year evolution of the Greenbacks programme,its transformation into a bank-wide loyalty initiative, and how it has been performing since its latest re-launch early last year.Ho...
2025-09-1835 min
Let's Talk LoyaltyMarriott Bonvoy Leads the Way in Global Hospitality Loyalty (#703)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is also available in video format on www.Loyalty.TV and on our Youtube channel.Jitendra Jain is VP PRISMA EMEA for Marriott Bonvoy. PRISMA stands for Partnerships, Revenue Operations, Insights, Strategy Marriott Bonvoy & Analytics.Marriott Bonvoy is the largest hospitality loyalty brand in the world with 248 million members. Two out of three stays are loyalty members at Marriotthotels worldwide. Marriott Bonvoy has an impressive ecosystem of partnerships, as well as a...
2025-09-1145 min
Let's Talk LoyaltyHead of Myer One Shows Why It’s the World’s Best Loyalty Programme (#695)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Recognised as the most decorated loyalty brand in global awards, Myer One has been on an extraordinary journey of transformation since 2019.In this episode, Rob Pope, GM Customer at Myer, reveals how the program has evolved into the ‘beating heart’ and ‘engine room’ of Australia’s second-largest apparel retailer. With data as the driving force, Myer One h...
2025-08-1445 min
Let's Talk LoyaltyPaula Thomas, Oprah of Loyalty wins The 2025 International Loyalty Personality of the Year (#674)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.Today’s episode is hosted by Amanda Cromhout, featuring a special guest – our very own Paula Thomas.In this conversation, Paula shares the inspiring origin story of Let’s Talk Loyalty – from spotting a gap in the market to launching the industry’s first podcast dedicated to loyalty, and eventually expanding into Loyalty TV.Now over...
2025-06-0334 min
Let's Talk LoyaltyPorsche, Latam Airlines and La Quinta Hotels Driving Customer Engagement Using Gamification (#665)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.For a masterclass in gamification, you can enjoy Yu-Kai Chou’s down to earth interview with Amanda Cromhout about gamification and his Octalysis Framework. He is the Founding Partner of The Octalysis Group and the creator of The Octalysis Framework which has been translated into 16 different languages, serving not only the commercial work but also academia....
2025-05-0142 min
Let's Talk LoyaltyInside South Africa’s Loyalty Landscape: A Conversation with Amanda Cromhout (#660)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.In this episode Charlie Hills interviews Amanda Cromhout, the CEO and Founder of Truth. Based in South Africa, Truth is a boutique consulting business specialising in customer centricity and customer loyalty programmes. Amanda is also a proud co-host for Let’s Talk Loyalty!Today we will be learning about her favourite book and loyalty programmes, her background in loyalty and the highlights and key learnings from her new research report on loyalty in South Africa - The Truth an...
2025-04-1534 min
Let's Talk LoyaltyIndiGo: Launching a loyalty programme at scale in the world’s 5th largest economy (#657)This interview with Neetan Chopra from IndiGo is highly insightful from learning about a relatively young airline, a very young loyalty programme and a global market place not to be ignored. IndiGo operates out of India, which is the world’s 5th biggest economy. The airline carried over 100m passengers in 2024 and has growth plans for its carrier and frequent flyer programme, BluChip, which launched 5 months ago.Hosted by Amanda CromhoutShow notes:1) Neetan Chopra2) IndiGo3) BluChip4) Atomic Habits: An Easy & Proven Way to Build...
2025-04-0335 min
Let's Talk LoyaltyCustomer Advocacy and Emotional Loyalty Driven by Value-Based Alignment (#649)This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Customer advocacy and emotional loyalty are driven by value-based alignment rather than product, service and price points. Explore a new take on customer loyalty from the latest whitepaper from Yuping Liu-Thompkins, Professor of Marketing at Old Dominion University and Director of Loyalty Science Lab. Her latest whitepaper: The Politics of Brand Loyalty unpacks US consumer views on values alignment and how ideological views impact brand decisions.Hosted by Amanda CromhoutShow Notes:1...
2025-03-0642 min
Let's Talk Loyalty#642: Managing 5 loyalty programmes into a new era of hyper personalisation in India: Arvind Fashions Ltd.Arvind Fashions Ltd is a USD 500 m turnover fashion business, which has been in existence for over 30 years. Its loyalty base boasts over 10 million customers across its five different loyalty programmes. Tanya Alexander is AVP loyalty and Operations at Arvind Fashions Ltd and shares her challenges of operating five+ loyalty programmes, using customer-relevant channels and how she sees the role of AI driving faster hyper personalisation to better serve the Indian fashion market.Hosted by Amanda CromhoutShow Notes : 1) Tanya Alexander 2) Arvind Fashions Ltd3) The Ken 4...
2025-02-1136 min
Let's Talk Loyalty#620: Gamification driving sustainable behavioural changeThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This podcast is a masterclass in how gamification is not child’s play and how the loyalty industry can reap significant rewards (excuse the pun) by taking this strategy seriously. Dr Jacqui Nortje and Glenn Gillis are dedicated professionals who understand this opportunity deeply, with years of hands-on experience, serious brand performance and a phD in gamification between them.Hosted by Amanda Cromhout. Show Notes:1) Dr Jacqui Nortje 2) Glenn Gillis3) Ha...
2024-11-2753 min
Let's Talk Loyalty#608: Global customer transformation via B2B loyalty with the Largest Brewer in the World.This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Marc St Pierre tells a compelling story of how his team at Anheuser Busch InBev delivered a global business transformation process to automate B2B sales and to enhance the customer experience for AB InBev's B2B clients. This radically improved the customer experience and created a high customer adoption rate to the tune of $40bn sales through the new platform.Equally of interest is how this process created a B2B loyalty platform which is executed globally...
2024-10-3032 min
Let's Talk Loyalty#584: You Can’t Avoid Loyalty Fraud, But You Can Attempt to Manage ItThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Michael Smith, from AI Events is co-Founder of the Loyalty Security Alliance.He talks through the definition of fraud and the difference between traditional fraud and account take overs. He also explains the different stages of fraud: prevention, detection & post fraud recovery for customers. Fascinatingly, we discuss who are the fraudsters from customers o staff, bots and criminal gangs.Hosted by Amanda CromhoutShow notes:1) Michael Smith2) Loyalty Security Alliance.
2024-09-0450 min
Let's Talk Loyalty#578: Audacious Success: Dr. Nceba Hene's Rewarding Journey with AfricanBankThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Dr Nceba Hene has a lot to shout about after an incredibly successful start to Audacious Rewards, the rewards programme for AfricanBank. The story behind Audacious Rewards is fascinating, but what is more significant is its performance to date, after only 18 months.It is delivering a +67% increase in profit for like for like customers due to Audacious Rewards. It is an award-winning brand from this year’s International Loyalty Awards.Hosted by Amanda Cromhout Sh...
2024-08-2146 min
Let's Talk Loyalty#566: International Leaders in Loyalty Conference - South AfricaThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today I’m super excited to introduce you to the “2024 International Leaders in Loyalty Summit” which is taking place in South Africa this September.Many of you know that I often talk about South Africa as one of the world’s most sophisticated loyalty markets, as the breadth and depth of the programmes there are so much further advanced than most of us realise.I’m thrilled to be personally travelling to this conference this year and you wo...
2024-07-2437 min
Let's Talk Loyalty#563: How to Scale a Telco Loyalty Platform into a Technology Platform Across Multiple Countries?This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Mateboho Malope holds a strategic group-wide portfolio to reflect the strategy that Vodacom is embarking upon. Vodacom is a 30 year old telco giant transformed into a fintec platform with over 500m customers on its addressable base.Vodacom launched Vodabucks almost 4 years ago in South Africa and is now scaling it across the African continent, with a recent programme launch in Tanzania.Its impressive fintec platform mpesa sees a $340bn p.a. processed across 51 million customers. Mateboho’s...
2024-07-1755 min
Loyalty WiredNewscast 2 - Spotlight on GDPR, the UK market & Blind LoyaltyThis week Rick Ferguson travels to the European Union for a look into the current state of General Data Protection Regulation compliance, Charlie Hills, of WPP, gives a summary of the UK loyalty market and Amanda Cromhout shares her inspiration for setting up the Blind Loyalty Trust.
2024-06-2434 min
Let's Talk Loyalty#551: What We Thought We Knew About Retention and Customer Lifetime ValueThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Daniel McCarthy is Assistant Professor at Emory University Goizieta School of Business. In this interview, Dan unpacks several deep layers of understanding around measuring retention and customer lifetime value.He highlights a concern that businesses state improved performance against reduced churn rates. It is not that simple. He dives into differences of retention and churn measurement across subscription and non-subscription, across different industries and even the impact of a free trial in a subscription business. If...
2024-06-1944 min
Let's Talk Loyalty#539: Exploring Loyalty: Insights from David Slavick of Ascendant Loyalty MarketingThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.David Slavick is Co-Founder and Partner at Ascendant Loyalty Marketing. His interview unpacks a vast array of loyalty discussion points, which flow easily due to David’s extensive experience both brand side and consultancy/agency side. We enjoy the deep dive into partnerships, programme commercials and programme manager pain points.Hosted by Amanda CromhoutShow Notes:1) David Slavick2) Ascendant Loyalty Marketing
2024-05-2243 min
CustomerlandStrategic Synergies That Reshape Consumer EngagementJoin us as we sit down with David Slavick to explore the world of partnership innovation in business. In this conversation, we're not just discussing any collaborations; we're taking a closer look at the unique and imaginative partnership between Crocs and Taco Bell, as well as the philanthropic "Blind Loyalty" project led by Amanda Cromhout. We'll uncover why these collaborations click with consumers and discuss the importance of creativity and strategy in making a meaningful impact in today's market.Understanding loyalty programs can be tricky, but we're here to help make sense of it all. We'll share...
2024-05-1333 min
Let's Talk Loyalty#521: Unveiling Loyalty Insights with Amanda Cromhout, CEO & Founder of TruthThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Join Carly Neubauer, Co-Founder of Elevate Loyalty, as she dives into a revealing discussion with Amanda Cromhout, the esteemed CEO and Founder of Truth. In this episode of Let’s Talk Loyalty, Carly and Amanda explore the latest findings from the Truth & BrandMapp Loyalty Whitepaper.Amanda's groundbreaking loyalty research study, sheds light on key insights, intriguing statistics, and emerging trends within the loyalty landscape. With Amanda's extensive expertise and captivating insights, listeners are in for an enlightening journey th...
2024-04-1050 min
Let's Talk Loyalty#518: Rewarding Financial Wellness: The Evolution of Old Mutual RewardsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Brett Cameron is the Managing Director of Old Mutual Rewards.Unlike many loyalty programmes, Old Mutual Rewards focuses primarily on incentivising members to take care of their financial wellbeing. With over 2 million members and a staggering 5 billion points earned (equivalent to R500 million / $25 million), the programme has made a significant impact. Notably, the programme isn't exclusive to Old Mutual customers; it's open to all South Africans and has recently expanded into Namibia with the commitment to...
2024-04-0348 min
Let's Talk Loyalty#512: What Brits want from Loyalty Programmes 4.0This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.The launch of the 4th edition of ‘What Brits want from Loyalty Programmes 4.0’ does not disappoint. This Let’s Talk Loyalty podcast talks to three deeply experienced professionals about this whitepaper. Amanda Cromhout talks to Charlie Hills,Chief Strategy Officer and James Davies, Senior Strategist and Analyst, both from Mando Connect. They are accompanied by Nick Fishbourne, Group Account Director of YouGov. Key highlights include the increased usage of loyalty by Brits ad a deeper usage in terms of act...
2024-03-1949 min
Let's Talk Loyalty#507: International Women's Day - WiiN Webinar with LTL HostsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today's episode is available in audio on "Let's Talk Loyalty" and in video format on www.Loyalty.TV.March 8th is International Women’s Day around the world.To celebrate, Carly Neubauer created a very special webinar featuring the three female guest hosts of Let's Talk Loyalty.This was in response to feedback from members of WiiN, a not for profit association that works to connect, educate and empower women in the incentive and lo...
2024-03-0743 min
Let's Talk Loyalty#482: Out of Adversity Comes the Release of Two Loyalty Books, and Both Deserve a Place on Every DeskThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Amanda Cromhout interviews Phil Shelper, Founder & CEO of Loyalty Reward & Co. Phil is the author of Loyalty programs: The Complete Guide. Phil released the first edition in 2020 after many months of COVID and the time to face adversity.The 2nd edition was released in October 2023. Amanda released Blind Loyalty – 101 Loyalty Concepts Radically Simplified in September 2023 after very personal adversity from personal health challenges in 2022.During this podcast, the authors debate how the books are si...
2024-01-1044 min
Leader Manager Coach PodcastAmanda Cromhout On Truth and Blind LoyaltyRob interviews Amanda Cromhout, who is a highly successful businesswoman and expert in the field of customer loyalty.Amanda shares her journey from working for British Airways to founding her own global loyalty consultancy, Truth. She discusses the importance of pushing outside of one's comfort zone and embracing challenges that scare you.Amanda also reflects on the lessons she learned from her childhood and the influence of her parents in shaping her determination and resilience. She shares stories of her adventurous expeditions, including climbing the Himalayas and sailing for three months, and how these experiences...
2023-12-181h 03
Let's Talk Loyalty#467:Virgin Active launches Virgin Active Rewards in its move to a Social Wellness BrandThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Dean Kowarski, Global CEO of Virgin Active, shares incredible insights in today’s Let’s Talk Loyalty show. This podcast is a real masterclass in loyalty. Dean talks about single view of customer/member, retention, customer lifetime value, emotional loyalty, real-time view of member data and personalisation. Dean’s leadership is driving a quest to ‘improve people’s lives through wellness’; wellness created from the merger of a fitness brand (Virgin Active) and a nutrition brand (Kauai).
2023-12-0545 min
Get Personal with LoyaltyUsing Loyalty to Strategically Grow Your Business (ft. Amanda Cromhout)In this episode, we are joined by Amanda Cromhout, the CEO of Truth and the author of the acclaimed book 'Blind Loyalty: 101 Loyalty Concepts Radically Simplified'. Together, we delve into the strategic decisions that executives are making today to leverage powerful loyalty programs as catalysts for business growth. Tune in to hear an exclusive interview about the creation of Amanda's book "Blind Loyalty".
2023-11-2832 min
Loyalty buildersBlind Loyalty: 101 Loyalty Concepts Radically Simplified, with Amanda CromhoutThis episode is special because we're discussing 'Blind Loyalty: 101 LOYALTY CONCEPTS RADICALLY SIMPLIFIED' with the author, Amanda Cromhout—a book on loyalty that I highly recommend reading.
The goal of this episode is to provide you with a handful of insights from the author, inspire you to buy a copy, and support the Blind Loyalty Trust.
In this episode we cover:
Who the book is for
The story behind the book and the Blind Loyalty Trust
Loyalty technology: friend or foe?
But vs. build loyalty technology dilemma
2023-11-2235 min
Let's Talk Loyalty#458: IAG Loyalty shares Strategy, Innovation and InsightsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This interview with two senior executives at IAG Loyalty is a must listen for all loyalty professionals. Rob McDonald, Chief Commercial Officer, and Silvia Espinosa, Chief Customer Officer share deep insights about the IAG Loyalty business. It operates with 40 million members and incredibly, 3000 Avios are collected every second, whilst 2000 Avios are used per second! Interestingly, 60% of Avios are collected outside of flying.Rob and Silvia talk through IAGL’s partner approach with re...
2023-11-1441 min
Let's Talk Loyalty#438: Blind Loyalty - 101 Loyalty Concepts - SimplifiedThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today's episode of Let's Talk Loyalty and Loyalty TV features one of our favorite and most frequent guests on the show, Amanda Cromhout.Amanda is the Founder and CEO of Truth, a loyalty consultancy firm based in South Africa, and she is also well-known to you all, as a host of an episode every month of Let's Talk Loyalty. Most importantly this year, in 2023, Amanda was recognized globally and voted the International Loyalty Personality of the Year.
2023-09-2741 min
Let's Talk Loyalty#416: South Africa’s FNB eBucks Rewards is the biggest winner at The International AwardsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Johan Moolman is CEO of FNB (First National Bank)’s eBucks Rewards. eBucks is 23 years old and has recently scooped three prestigious awards at the International Loyalty Awards, including ‘Best Long-Term programme’ worldwide. Johan has been CEO of this leading retail banking programme for eight years and in this insightful podcast, he describes the obsession with doing the right thing for the customer, which has yielded over $1bn pay out since inception. 90% of eBucks rewards are redeem...
2023-08-0840 min
Loyalty WiredPodcast 53 - Spotlight On South AfricaIn this podcast we discuss the growth of the loyalty market in South Africa and explore how it has become one of the leading loyalty markets in the World. With special guests Melanie Van Rooy, Johan Moolman and Amanda Cromhout.
2023-07-1941 min
Loyalty builders8 common challenges when implementing a loyalty program, with Amanda CromhoutThe process of thinking about loyalty through to execution can feel intimidating and overwhelming. Fortunately, Amanda Cromhout radically simplified it to make it accessible.
In this episode we cover:
Realistic timeline for implementing a loyalty program
Metrics to measure the success of your loyalty program
Change management for customer centricity
Connect with us:
Amanda Cromhout: https://www.amandacromhout.com/
Truth: http://www.truth.co.za/
The Blind Loyalty Trust: https://www.blindloyaltytrust.com/
Irek: https://www.linkedin.com/in/iklimczak/
Open Loyalty...
2023-07-1845 min
Let's Talk Loyalty#401: Paula Thomas is in the Hot Seat, Sharing the Power of Content Marketing in LoyaltyThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This show is extraordinary as we hear Paula’s voice but as the Let’s Talk Loyalty guest rather than show host. Paula shares the evolution of the Let’s Talk Loyalty show which is already in the top 3% of global podcasts and three times higher listenership per show than average B2B podcasts. We learn of Paula’s original intent for starting Let’s Talk Loyalty almost 4 years ago and her future vision and plans to expand into Loyal...
2023-07-0449 min
Let's Talk Loyalty#392: Leading Retail Loyalty Brand, TFG Delivers Real PersonalisationThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Fionna Ronnie is Head of Customer and Loyalty at The Foschini Group. Whilst TFG is based in South Africa, it spans 5 continents, 26 countries and has 34 leading retail brands in its stable. Its loyalty program, TFG Rewards,is the biggest in retail in South Africa with 30 million + members.Fionna shares KPI results, data strategies, customer centric retailing approach and how the Customer team are the life blood of TFG Rewards. This team underpins everything driven for a...
2023-06-1337 min
Let's Talk Loyalty#383: TGI Fridays’ Strategic Focus On Loyalty: Fridays RewardsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Lindsay Eichten is a seasoned loyalty executive across multiple industries, but in her role as Director CRM, Loyalty & Media, she leads a small team to deliver the launch of Fridays Rewards for the iconic brand, TGI Fridays. Lindsay highlights that loyalty is a key strategic initiative for TGI Fridays, which therefore means she has the support and the focus on her team’s deliverables in this role. She emphasizes how starting the change management process with the chain’s fr...
2023-05-2340 min
Let's Talk Loyalty#353: Using Enterprise-Wide Data To Change The Business Of RetailingThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Richard Schenker is the Founder & Chief Customer Engagement Officer of Loyal Strategy Consulting and he is also a seasoned loyalty executive who talks with experience about Enterprise-wide data utilisation (EWDU). We debate the difference between EWDU and customer-centric retailing and the interview reveals many aspects of EWDU in the retail environment. Richard explains how data insight drives price and promotional optimisation and can be deeply used for category protection, focusing also on product development or product...
2023-03-1440 min
Let's Talk Loyalty#341: Matahari Rewards, Indonesia’s Biggest Retail Loyalty Programme Reinvents ItselfThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Tjhai A Eng is Head of Marketing & Loyalty at Matahari Department Stores in Indonesia. Matahari is the biggest department store chain in this vast country and its rewards programme is also the country's biggest retail programme. With over 7 million members, Matahari Rewards has re-invented itself based on strong customer insight and a customer-led engagement plan to re-invigorate its proposition after the tough impact of the COVID-19 pandemic. A Eng shares the KPI performance of...
2023-02-1436 min
Let's Talk Loyalty#326: South Africa’s Most Used Loyalty Programme, Clicks ClubCard Raises the Loyalty Game - Hosted by Amanda CromhoutThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Dr Melanie van Rooy is Head of Marketing at Clicks, South Africa’s leading pharmaceutical retailer. Its loyalty programme is Clicks ClubCard and is the oldest retail loyalty programme in South Africa. Not only is it 27 years old, but Clicks ClubCard is for the 4th time, the most used loyalty programme by South Africans, according to the Truth & BrandMapp annual Loyalty Whitepaper.Dr Melanie talks through Clicks ClubCard’s heritage and how it remains rele...
2023-01-1040 min
Let's Talk Loyalty#324: International Loyalty Awards - Success Tips to WinThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.The International Loyalty Awards are the highlight of the global loyalty calendar, with leading loyalty brands from all over the world competing for the most prestigious awards in the industry.Now in their 11th year, the International Loyalty Awards celebrate loyalty programs across all sectors and in more than 86 countries, providing an opportunity for all of us to celebrate our work and our industry.Joining me today to discuss her insights as a Judge for the...
2023-01-0453 min
Let's Talk Loyalty#303: Loyalty Insights from South Africa - 2022 Truth & Brandmapp Loyalty WhitepaperThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today’s episode features one of our favourite ongoing loyalty research studies – the South African Loyalty Whitepaper from Truth and Brandmap.Amanda Cromhout joins me to share the fascinating insights from this latest release, which is now the 7th edition of the whitepaper.The 2022 edition represents loyalty insights from over 33,000 South African consumers and includes a new focus on the mass market in South Africa, with additional research conducted with the lower-income demographic in the country.
2022-11-1657 min
Let's Talk Loyalty#298: South African Loyalty Insights 2021 - Short Summary ShowThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today our friends in Truth in South Africa launch their 2022 loyalty white paper, so it's appropriate that we in "Let's Talk Loyalty" are looking back to what we learned last year in 2021!Listen to hear our insights from Amanda Cromhout, who shared some fascinating insights on some seismic changes in consumer behaviour that emerged as a result of the global pandemic.In this summary of the 2021 Truth/Brandmapp research, Paula shares some of the incredible growth...
2022-11-0709 min
Let's Talk Loyalty#290: South African Loyalty Awards - Judges Share Insights and Best in Class KPI'sThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.A mature market with outstanding loyalty KPIs celebrates its 4th year of recognising loyalty excellence at the South African Loyalty Awards.Two of the South African Loyalty Awards founding judges share their views on the winning loyalty brands and what stands out as to why they are recognised as best in class.Bronwen Rohland is Head of Retail & CPG at Tata Consulting Services South Africa and Nic Bednall is Chief Commercial Officer at Moya App in...
2022-10-1842 min
Let's Talk Loyalty#264: Let's Talk Loyalty is 3 Years Old - Birthday NEWS AnnouncementThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.Today’s episode of Let's Talk Loyalty features an exciting announcement about how we’re growing the show, now that we're three years old and all grown up!Let's Talk Loyalty was launched in August 2019 and has gone from strength to strength, sharing compelling content three times a week.This show explains the new way we will be bringing you even more exceptional content.Joining today's episode to announce this new partnership is Amanda Crom...
2022-08-1735 min
Let's Talk Loyalty#145: South African Consumer Loyalty Insights 2021This episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.South African consumers who engage in loyalty programmes are fascinating to understand and this shows aims to help us do exactly that.Amanda Cromhout, Founder and CEO of the South African loyalty agency Truth does incredible work to identify, understand and help educate loyalty professionals around the world about this diverse market. Following a year of seismic changes in consumer behaviour due to the global pandemic, the sixth loyalty whitepaper from Truth and Brandmapp asks the...
2021-09-2250 min
Let's Talk Loyalty#115: Loyalty Research and Insights from South AfricaThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.This short show summarises the insights I learned from Amanda Cromhout, founder of the Truth loyalty agency in South Africa.In March 2020, they published their latest white paper on the key trends in loyalty from South African consumers, so listen to learn the incredible statistics she shared, as well as her key concern about the one consumer segment that is actively disengaging from loyalty programmes in that market. Show Notes: 1) Episode 27 of Let's Talk...
2021-06-1407 min
The Truth behind LoyaltyEpisode 10: Jane Fisher, Group Director for Financial Services and TFG Rewards.Loyalty during COVID-19 and beyond: Jane Fisher shares the work which TFG have done to help their 16 million TFG Rewards customers during lockdown. TFG has implemented new channels for payments for the 3 million credit customers who are also members of TFG Rewards. Enjoy Jane’s openness on how TFG has partnered with a grocery retailer to offer more to their customers and how they adapted business as usual to help their members.
2020-05-1412 minThe Truth behind LoyaltyEpisode 9: Roxanne Homes, Head of Marketing mrpmoneyLoyalty during COVID-19 and beyond: Roxanne Holmes shares a different perspective to serving the mr price’s most loyal credit customers. In the absence of a traditional loyalty programme, mrpmoney manages their portfolio of customers through focused CRM and the introduction of innovative payment channels to service their customers during lockdown. Focused integration into their well-established ecommerce stores is also key for mrpmoney.
2020-05-1409 minThe Truth behind LoyaltyEpisode 8: Loyalty during COVID-19 and beyond - Cecile Henry, IBL Group Loyalty Manager (wiiv rewards)Loyalty during COVID-19 and beyond: Cecile Henry brings an international touch to this podcast series by explaining what actions they have put in place for www.wiivrewards.com loyalty members – the largest loyalty programme in Mauritius and the only multi-partner programme in the country.
2020-04-3012 minThe Truth behind LoyaltyEpisode 7: Loyalty during COVID-19 and beyond: Johan Moolman, eBucksLoyalty during COVID-19 and beyond: Johan Moolman, CEO of eBucks describes how eBucks has seen its members use their eBucks on more of life’s basic necessities like food, airtime and electricity. eBucks has also set up the capability for its members to contribute their eBucks currency to the Solidarity Fund during COVID-19.
2020-04-2911 minThe Truth behind LoyaltyEpisode 6: Do loyalty programmes actually influence customer behaviour?Strategically, brands cannot jump into the world of loyalty lightly. It is a long term commitment to their consumers and not a short term marketing campaign. The number 1 question we are asked by brands wishing to either create a new loyalty programme or improve upon an existing loyalty offering, is “will the loyalty programme change our customers’ behaviour?”Commercially, when Truth helps our clients to create business cases regarding loyalty programmes, the magic number for changed behaviour is typically between 2-6% incremental revenue change. Obviously, this varies massively by industry and maturity of programme, market place, etc. As a b...
2020-03-2900 minThe Truth behind LoyaltyEpisode 6: Do loyalty programmes actually influence customer behaviour?
Strategically, brands cannot jump into the world of loyalty lightly. It is a long term commitment to their consumers and not a short term marketing campaign. The number 1 question we are asked by brands wishing to either create a new loyalty programme or improve upon an existing loyalty offering, is “will the loyalty programme change our customers’ behaviour?”
Commercially, when Truth helps our clients to create business cases regarding loyalty programmes, the magic number for changed behaviour is typically between 2-6% incremental revenue change. Obviously, this varies massively by industry and maturity of programme, market place, etc. As a b...
2020-03-2906 minThe Truth behind LoyaltyEpisode 5: Personal data usage and loyalty programmes
Global and local consumers take data usage legislation very seriously. South African consumers are becoming more and more savvy about how they wish their data to be used, if at all. We asked the question: “how do you feel about loyalty companies using your personal and transactional data?”
In this episode, Amanda Cromhout talks about data usage and what consumers think of companies using the data gained through the loyalty programme that they belong to.
To download the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper simply click here.
Happy listening!
2020-03-2907 minThe Truth behind LoyaltyEpisode 5: Personal data usage and loyalty programmesGlobal and local consumers take data usage legislation very seriously. South African consumers are becoming more and more savvy about how they wish their data to be used, if at all. We asked the question: “how do you feel about loyalty companies using your personal and transactional data?”In this episode, Amanda Cromhout talks about data usage and what consumers think of companies using the data gained through the loyalty programme that they belong to.To download the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper simply click here.Happy listening!
2020-03-2900 minThe Truth behind LoyaltyEpisode 4: Benefits most enjoyed by South African consumersEvery year, we seek to truly understand what South African consumers really want from loyalty programmes in terms of the benefits they have to offer. Whilst some results remain the same year on year, such as cashback consistently being the most sought after benefit, we are particularly interested in what other benefits appeal to South Africans.In this episode, Amanda Cromhout talks about the benefits that Sout African consumers most enjoy.To download the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper simply click here.Happy listening!
2020-03-2900 minThe Truth behind LoyaltyEpisode 4: Benefits most enjoyed by South African consumers
Every year, we seek to truly understand what South African consumers really want from loyalty programmes in terms of the benefits they have to offer. Whilst some results remain the same year on year, such as cashback consistently being the most sought after benefit, we are particularly interested in what other benefits appeal to South Africans.
In this episode, Amanda Cromhout talks about the benefits that Sout African consumers most enjoy.
To download the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper simply click here.
Happy listening!
2020-03-2912 minThe Truth behind LoyaltyEpisode 3: Most used loyalty programmes in South AfricaOver the past 5 years, the Truth & BrandMapp Loyalty Landscape Whitepaper has provided readers with insights into the most used loyalty programmes in South Africa. Respondents who indicate they use loyalty programmes are asked to select the loyalty programmes they use the most, giving us a true reflection of loyalty programme usage per programme.
2020-03-2900 minThe Truth behind LoyaltyEpisode 3: Most used loyalty programmes in South Africa
Over the past 5 years, the Truth & BrandMapp Loyalty Landscape Whitepaper has provided readers with insights into the most used loyalty programmes in South Africa. Respondents who indicate they use loyalty programmes are asked to select the loyalty programmes they use the most, giving us a true reflection of loyalty programme usage per programme.
2020-03-2912 minThe Truth behind LoyaltyEpisode 2: Factors influencing loyalty usageWHY DON’T SOUTH AFRICANS USE LOYALTY PROGRAMMES? For the past few years, we have seen the percentage of South African consumers who do not use loyalty programmes change from 33% in 2015 to 28% in 2019. We need to understand the reasons why those consumers do not use loyalty. It is a relatively small proportion…
2020-03-2800 minThe Truth behind LoyaltyEpisode 2: Factors influencing loyalty usageWHY DON’T SOUTH AFRICANS USE LOYALTY PROGRAMMES? For the past few years, we have seen the percentage of South African consumers who do not use loyalty programmes change from 33% in 2015 to 28% in 2019. We need to understand the reasons why those consumers do not use loyalty. It is a relatively small proportion…
2020-03-2811 minThe Truth behind LoyaltyEpisode 1: Loyalty programme usage in South AfricaWelcome to the first episode of our new podcast series: “The Truth behind Loyalty”. In the next 6 episodes, we deep dive into the findings of the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper. From its inception in 2015, Truth & BrandMapp have proudly delivered insights over the last 5 years, analysing the changing consumer…
2020-03-2800 minThe Truth behind LoyaltyEpisode 1: Loyalty programme usage in South AfricaWelcome to the first episode of our new podcast series: “The Truth behind Loyalty”. In the next 6 episodes, we deep dive into the findings of the 2019/20 Truth & BrandMapp Loyalty Landscape Whitepaper. From its inception in 2015, Truth & BrandMapp have proudly delivered insights over the last 5 years, analysing the changing consumer…
2020-03-2809 min
Let's Talk Loyalty#27: Customer Loyalty and Landscape Research - South African InsightsThis episode is sponsored by Phaedon.Download their 2026 research paper on Humanizing Loyalty here now.With an extra-ordinary career spanning almost 30 years for some of the world's top loyalty brands, Amanda Cromhout is a recognised leader in loyalty. Now based in South Africa, she has created a dedicated loyalty agency which publishes an annual white paper on the key trends in loyalty with South African consumers.Listen to this week's episode to learn why some consumers in South Africa DON'T use loyalty programmes, and which ONE programme they rate above all others (if...
2020-03-1843 min
How it worksHow it works-Loyalty Programmes.Guest: Amanda Cromhout/CEO at Truth. See omnystudio.com/listener for privacy information.
2019-11-2610 min