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Discover Card Leads In Customer Loyalty For 16th Consecutive Year

Discover card leads the credit card industry in customer brand loyalty for the 16th consecutive year, according to an annual study by the independent research firm Brand Keys, Inc.

The 2012 Brand Keys Customer Loyalty Engagement Index® surveyed 49,000 consumers, 18 to 65 years of age, and examined 598 brands to determine the degrees of loyalty that consumers exhibited toward their favorite brands.

“The fact that we have won this category every year since the inception of the Brand Keys award shows the true strength of our brand and customer service,” said Carlos Minetti, president of consumer banking and operations for Discover. “We have no higher priority than to reward our customers with the best service in the business.”

“We are always listening to our customers and make an effort to deliver improvements based on their feedback, whether that is through new ways to redeem rewards or other integrated offers,” said Harit Talwar, president of U.S. cards for Discover. “Trying to exceed consumers’ expectations is one reason why we have some of the most loyal customers in the industry.”

The most recent Brand Keys research found that brands need to continually delight consumers if they are to cement customer loyalty.

“Discover’s 16 th win in a row – for as long as we’ve been conducting the Brand Keys Customer Loyalty Engagement Index – is proof of the value of a brand that makes it their business to understand consumer expectations, and successfully deliver against them,” said Robert Passikoff, Brand Keys founder and president. “Given the levels of brand commoditization we’ve witnessed in the past few years, it’s no surprise consumers are looking to strong brands to offer a difference and are able to offer ‘delight.’ This year consumers’ skyrocketing desire for authentic brand values are exerting the strongest impact on customer decision-making and profitable engagement with brands. Brand leaders like Discover, that are able to meet, or exceed, these expectations ultimately, as time has shown, become their category’s leaders.”

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company operates the Discover card, America's cash rewards pioneer, and offers personal and student loans, online savings accounts, certificates of deposit and money market accounts through its Discover Bank subsidiary. Its payment businesses consist of Discover Network, with millions of merchant and cash access locations; PULSE, one of the nation's leading ATM/debit networks; and Diners Club International, a global payments network with acceptance in more than 185 countries and territories. For more information, visit

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