Discover card shared the top spot in the credit card category this year on the 2014 Brand Keys Customer Loyalty Engagement Index.
The index measures the degrees of loyalty that consumers exhibit toward their favorite brands.
“For 28 years, achieving the highest customer satisfaction has been a fundamental part of
Discover’s DNA,” said Carlos Minetti, president of consumer banking for Discover. “We are focused on providing exemplary customer service and strive to exceed customer expectations with each and every interaction.”
For the 2014 index, Brand Keys surveyed 32,000 consumers, ages 18 to 65, and examined 555 brands in 64 categories. Discover has held or shared the top Brand Keys ranking in its category for the past 18 consecutive years.
“Listening to our customers and investing in what they need helps us provide unique value,” said Harit Talwar, president, U.S. Cards for Discover. “Receiving the Brand Keys distinction for 18 years underscores Discover’s commitment to continually offer customers industry-leading products, services and tools that help them find rewarding solutions.”
The Brand Keys research found that brands that are able to meet consumers’ emotional and rational expectations have higher loyalty, stronger engagement, and greater profitability. The heightened use of social media and mobile interactions has reached saturation levels that have triggered a tipping point in the brand world. Consumers now use their emotional connection with a brand as a key factor in their buying decisions.
“This is a real accomplishment for Discover. It certainly hasn’t gotten easier to meet customer expectations let alone exceed them, but Discover has managed to anticipate customers’ needs and expectations and deliver on them. Brands like Discover that manage to both rationally and emotionally position themselves in ways that truly resonate with consumers position themselves for success. This has proven out in the marketplace over and over again, and Discover has come to stand for more than just a ‘credit card,’” said Robert Passikoff, Ph.D., Brand Keys founder and president.