Blind Loyalty

May 23, 2024

I met Amanda Cromhout recently, she's a loyalty professional based in Cape Town, South Africa. She is an accomplished entrepreneur, having founded and operated her consulting firm Truth for many years, and organised and hosted the South African Loyalty Awards, a fixture on the marketing calendar in South Africa.

Earlier this year, Amanda published her first book, Blind Loyalty. The book was inspired by a personal journey for Amanda, a very difficult and testing time in 2022 when she was afflicted by  a debilitating eye condition – fusarium keratitis. The condition persisted over three months, during which Amanda endured intense pain and was left temporarily blind in her right eye.  

She wrote the book Blind Loyalty as a service to the loyalty marketing industry and created the Blind Loyalty Trust, whose sole purpose is to offer hope and clarity through essential ophthalmology procedures to under-privileged patients requiring corneal transplant surgery. All profits from the sale of the book go to the trust.

The Blind Loyalty book is an attempt to demystify many loyalty concepts with simple two page explanations that help the time poor gain an understanding of the loyalty world.

To promote the book, Amanda created The Blind Loyalty challenge where she interviews world experts in loyalty blindly. She aims to create insight, spontaneity and a lot of fun through the challenge. The challenge is about promoting the Blind Loyalty.