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“One of the most important topics for any consumer business right now is loyalty, and how to navigate it – it’s also complex and multifaceted. When you face so many choices, it pays to have the best guide available: this is where Amanda excels. Breaking down all the dimensions and strategies in to plain English, and filled with illustrative examples from across the world, Blind Loyalty is an outstanding playbook, for both old and new professionals across the loyalty landscape.”

“I have wanted to write a book about loyalty for a while now, but just couldn’t find the right angle to differentiate it in any way. In 2022, I was struck by a terrifying eye condition which left me blind in my right eye and in extreme pain for three months. Ironically, the vision for writing Blind Loyalty came to me there and then, out of my blindness.”

All profits generated through Blind Loyalty will go directly to The Blind Loyalty Trust, to help others who may endure the same terrifying condition as I did in 2022 but be unable to afford the required healthcare to save their eye.” – Amanda Cromhout, author

www.blindloyalty.co.za
www.amandacromhout.com/author

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This book is a must–read for every business professional. This book radically simplifies the complex industry of customer loyalty.

Amanda Cromhout is one of the most experienced strategic and marketing minds in the loyalty industry. Recognised as International Loyalty Personality of the Year, she breaks down the complexity of 101 loyalty concepts in Blind Loyalty. Blind Loyalty walks you through five sections:

  • loyalty strategy and data
  • loyalty programme design
  • industry excellence
  • launching and managing a loyalty programme
  • concluding thoughts.

Everything in life needs simplifying. I have committed to writing this book to radically simplify the complexity of loyalty. At my loyalty consultancy firm, Truth, we work tirelessly at simplifying everything for our clients and they say they love our unpretentious and direct approach. We are in an age where very few have the attention span of more than a swipe of a social media page. So, the idea of two pages per concept – simple and compelling – means even the most distracted may wish to demystify a loyalty concept or two.

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Bruce Whitfield, South Africa’s leading business journalist, author and broadcaster

“If you want loyalty, get a dog,” said someone in the days long before people like Amanda Cromhout dreamed up new and creative ways of ensuring that you not only retain your customer, but build a deep and mutually beneficial relationship with them over a sustained period of time. Customer acquisition is the one of the most time consuming and difficult aspects of running any business. Retaining them, and keeping them active, is vital. Amanda’s deep understanding of loyalty programmes globally puts her at the nexus of some of the most creative and successful offerings in the world. This book provides a window into a world that to most of us is as complex as it is confounding. No customer is loyal because they like you. They are loyal because of the value proposition you offer, but it is no longer good enough to simply give people what they want, where and when they want it – that is a basic requirement. This book will help you think differently about how best to engage your customer and keep them hooked. 

Bryan Pearson, Former CEO of LoyaltyOne and AirMiles Canada.



I loved the format and comprehensive nature of Blind Loyalty.  In an industry full of jargon, Amanda does an admirable job of explaining the principles and subtleties of the loyalty business.  Filled with examples and valuable frameworks, it provides the reader with a powerful guide to help you launch or redesign your loyalty initiative.  Blind Loyalty is a great reference and check point for any loyalty professional.

Paula Thomas, Founder and CEO Let’s Talk Loyalty



“I honestly wish I’d had this book on day one of my loyalty career. Amanda shares her years of global loyalty expertise in this simple step by step guide, and the result is a masterclass in the complex world of cultivating customer loyalty. If you want your loyalty programme to achieve its extraordinary potential, this book is your perfect partner!”

Rob McDonald, Chief Commercial Officer, IAG Loyalty



“One of the most important topics for any consumer business right now is loyalty, and how to navigate it – it’s also complex and multi-faceted. When you face so many choices, it pays to have the best guide available: this is where Amanda excels. Breaking down all the dimensions and strategies in to plain English, and filled with illustrative examples from across the world, Blind Loyalty is an outstanding playbook, for both old and new professionals across the loyalty landscape.”