May. 5, 2009

Discover® Card Wins Brand Keys Customer Loyalty Award For 12Th Consecutive Year

Outstanding Commitment to Cardmembers Earns Discover Industry Accolade

RIVERWOODS, Ill.--(BUSINESS WIRE)--May. 5, 2009-- Discover Financial Services (NYSE: DFS) today announced that Discover® Card ranked No. 1 in customer loyalty among leading credit card brands, according to the 2009 Brand Keys Customer Loyalty Engagement Index®. Discover Card has won the credit card category 12 years in a row.

Discover Card finished first in the credit card category in the annual survey from Brand Keys, Inc., the New York-based research consultancy that conducts a yearly study of brands that generate the highest customer loyalty.

“Receiving recognition for our leading customer service continues to be a great honor. We believe this is a reflection of our employees’ level of dedication, performance and high-quality service that they consistently deliver,” said Carlos Minetti, executive vice president of cardmember services and consumer banking.

Brand Keys’ methodology identifies the most important drivers of customer loyalty in a given product or service category. Drivers for the credit card category include rates, fees and flexibility; rewards and services; ease and speed of interactions; and protection and precision. Researchers assemble a statistical combination of emotional values with the rational rating of attributes that identify the bond between consumers and a brand.

“This is a real tribute to the Discover Financial Services’ brand and the team managing it. In the current marketplace, financial brands are being held to higher and higher customer standards, and Discover has been able to successfully meet customer and category expectations year-after-year,” said Robert Passikoff, Brand Keys founder and president.

“Our Discover brand is all about rewards and customer advocacy. We provide industry leading products, services, and tools that help consumers spend smarter, manage debt better and save more,” said Harit Talwar, executive vice president and chief marketing officer. “Given the economic environment, it’s especially important for us to listen to our customers and provide them with meaningful solutions.”

Discover Card offers the following tools to help cardmembers spend smarter and manage debt better:

  • Spend Analyzer: The Spend Analyzer helps cardmembers better understand their spending habits by providing a visual representation of their Discover Card purchases through graphical charts that organize their purchases into useful categories such as travel, supermarkets and gas. The tool also allows cardmembers to take a closer look at their spending, with the ability to drill down to view greater detail and compare spending behavior over time. Visit
  • Income Gap Protection: A supplemental loss-of-income offering designed to pay benefits directly to the customer to help cover monthly expenses. The offering helps cardmembers maintain their finances during unexpected life events such as unemployment, disability, accidental death and family leave. Visit
  • Paydown and Purchase Planners: Calculators that give cardmembers the personal information they need to help pay down their balances or understand how a purchase could affect their monthly payment. Visit the Account Center at
  • Mobile: This mobile version of the Discover Card Web site allows cardmembers to manage their credit card account directly from their mobile phone's browser. The new mobile Web site offers a simplified version of the account summary interface. Visit

About the Brand Keys Customer Loyalty Engagement Index

The Brand Keys Customer Loyalty Engagement Index® is an annual syndicated study — initiated in 1997 — that currently examines customers' relationships with 444 brands in 63 categories. The Brand Keys data paints a detailed picture of the category drivers that engage customers, engender loyalty and drive real profits. These drivers not only define how the consumer will view the category, compare offerings, and, ultimately, buy, but also identify the expectations consumer hold for each driver. The brand whose drivers come closest to meeting (or even exceeding) those of the category Ideal is always the one whose customers will demonstrate the highest levels of engagement and loyalty over the next 12 to 18 months. For information, visit

About Discover Financial Services

Discover Financial Services (NYSE: DFS) is a leading credit card issuer and electronic 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 student and personal loans, as well as savings products such as certificates of deposit and money market accounts. Its payments businesses consist of the 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 185 countries and territories. For more information, visit

Source: Discover Financial Services

Discover Financial Services
Mai Lee Ua, 224-405-3082

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