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Academic Director

Loyalty Stories 18: The Value in Honesty and Simplicity- Amanda Cromhout

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On this episode of the Loyalty Stories Podcast, Michelle Ellicott-Taylor, Global Head of Partnerships at Antavo is joined by Amanda Cromhout, Founder and CEO of Truth, Author of Blind Loyalty. During their discussion, they dive into Amanda’s favourite loyalty programmes, from British Airways and Vodacom, and all the reasons why these two programs stand out (including non-transactional rewards).

Key Takeaways from Loyalty Stories 18:

  • Why Amanda is super proud of the wiiv Rewards coalition programme
  • The reasons why simplification is absolutely mission-critical in loyalty programmes
  • Stand-out strategy moments from brands like Starbucks and Lacoste

July 2, 2024
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Global whitepapers

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I have curated the global whitepapers that explore different aspects of loyalty programmes and provide a comprehensive view of the current state of loyalty programs, best practices for their design and implementation, customer behaviour, success factors and the latest perspectives, insights and trends that will enhance customer loyalty and engagement.

The point of loyalty

Love or money 2024

The 2024 study continues to track changes in customer loyalty and the Australian loyalty programme landscape, building on trends and insights released in previous studies.

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Open Loyalty

Love or money 2024

The 2024 report continues exploring critical obstacles, unfolding trends, investment focal points, and the loyalty marketing aspirations outlined by their participants by offering an unfiltered insight into the trajectory of loyalty in 2024 and beyond.

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Antavo

Global customer loyalty report

The Global Customer Loyalty Report 2024 was built on survey data from over 600 CMOs and loyalty experts, who shared insights on how loyalty strategy will transform over the next three years.

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Marigold

2024 state of loyalty report

This report looks at the great insight in a loyalty customer data base. The report delves into the customer behaviour and how customers say they will spend more with brands that they are loyal to and much more.

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Mando Connect

What Brits want from loyalty programmes

In this year’s ‘What the British Want’ series, the paper aims to help loyalty marketers everywhere to understand what loyalty in Britain really looks like now, what people want and what the best are up to.

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Mando Connect

Understanding loyalty in Europe 2.0

Through primary research with YouGov this paper dives into loyalty membership, appeal and impact across 24 European markets with a deep dive into 10 European markets with commentary from in-market experts as well as 3 world class case-studies.

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July 1, 2024
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South Africa Whitepaper

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As CEO of Truth, Truth & BrandMapp have proudly delivered loyalty insights over the last 8 years. This whitepaper analyses the changing consumer attitudes towards loyalty programmes in South Africa and further deep dives into demographic differences, plus any other factors influencing loyalty usage.

Truth and BrandMapp proudly launch the 2023/4 South African Loyalty Whitepaper. This is the 8th edition of the whitepaper and as every year, it highlights ongoing loyalty trends and new insights, relevant not only to the South African market, but for global markets also.

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July 1, 2024
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Academic Director

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Being the Academic Director for Truth’s Customer Academy really is one of the most rewarding parts of my loyalty life. I love teaching, I love sharing and I love loyalty. We hosted 39 enthusiastic loyalty students from many of South Africa’s finest corporate brands plus a guest from Kenya and our sponsors from Poland – Comarch Loyalty. The Customer Academy Diploma in Loyalty ensures our students are fully equipped to tackle all aspects of rewards & loyalty strategy through to implementation. We follow a robust nine step process which leaves no loyalty stone unturned.

So what does a loyalty nine-step process look like?

  1. The nine step process starts with strategy and data insights. Data insights is a story in its own right, so much so that we have a separate online training course dedicated to loyalty data.
  2. Step two ensures that a full audit is delivered and understood for all required programme enhancements. We work against a ten point audit system which delivers a traffic light analysis for programme change.
  3. Step three moves us into programme design or re-design to address the strategic rationale in step one.
  4. Step four encourages all brands to test their theoretical loyalty programme design with consumers via research and concept testing.
  5. Step five ensures that the first 12 months of the loyalty programme customer journey is outlined through a member engagement plan.
  1. Step six brings to life the critical question of technology solutions. Ironically, most organizations start with step six and almost ignore steps one to five….critical errors which our diploma students learnt to avoid in the future.
  2. Step seven brings the commercial equation into play, which balances costs and revenue uplift from the programme.
  3. Step eight delivers a full approach to loyalty project management to launch the new or re-design loyalty proposition.
  4. Step nine gives insight into required KPIs to measure success against and how to ensure a business manages its loyalty strategy and customer experience optimally. We conclude the nine step process with a peek into loyalty innovation.

Our students shared their experiences and programme performance to enhance the learnings across the executive loyalty audience. My book, Blind Loyalty – 101 loyalty concepts radically simplified is the course text book.

Our Diploma in loyalty is externally certified by CPD (Continuous Professional development) which ensures we deliver a learning experience worthy of a Diploma. We’ve awarded our professional loyalty students with the acronym CADipLTM (Customer Academy Diploma in Loyalty), but only after they have completed six assessments to ensure their participation and learning merits such an accolade.

To the world of loyalty, I live to share loyalty insights created out of hours, months and years of loyalty consultancy and mentorship. It brings me the utmost of pleasure to award our students their Diploma in Loyalty. We continue to bring this experience in 2024 to Kenya and Ireland in July and November, respectively and to a South African corporate which is upskilling its entire African leadership team in loyalty in September through our Customer Academy.

May 25, 2024
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Diploma in Loyalty

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DIPLOMA IN LOYALTY

(2 Day training)

  • Understand the key strategic rationale for implementing a loyalty programme
  • The fundamentals of customer centricity to define your loyalty strategy
  • The key principles to drive and use your customer data / segmentation
  • Loyalty programme design considerations & key criteria and globally loyalty trends
  • The importance of member engagement and key communication requirements
  • The roadmap of launching a programme and challenges (like fraud, etc.)
  • The success factors of loyalty programme management
  • Showcasing global brands leading loyalty industry excellence and innovation

The Customer Academy Diploma in Loyalty gives an invaluable amount of loyalty insight in just two days of loyalty training. During the two days of training, we provide you with all you need to know about loyalty programme strategy and development. We will discuss the evolution of loyalty and the fundamentals of developing your loyalty strategy, through to implementation.

Furthermore, we will provide you with the key considerations when designing a loyalty programme and share an 8-step process to designing and implementing commercially-viable loyalty programme for your business.

Completion of this Customer Academy Diploma in Loyalty awards the student with the globally recognised CADipL ™ certification (CADipL ™ = Customer Academy Diploma in Loyalty). Truth’s Customer Academy Diploma in Loyalty is externally accredited by CPD. CPD certification provides global recognition for Continuous Professional Development.

Over 500 students across 20 countries have been professionally trained in loyalty and customer data through Truth’s Customer Academy.

May 22, 2024
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