February 23, 2010

Discover® Card Ranked Tops In Customer Loyalty For 13Th Consecutive Year

Award Recognizes Ability to Engage Consumers and Create Loyal Customers

RIVERWOODS, Ill., Feb 23, 2010 (BUSINESS WIRE) -- When it comes to customer loyalty, the Discover brand remains on top of the credit card category for the 13th consecutive year, finishing in a tie for No. 1 in the 2010 Brand Keys Customer Loyalty Engagement Index(R).

"Discover has evolved from a credit card business to a direct banking and payment services company by maintaining its focus on serving our customers," said Carlos Minetti, executive vice president of cardmember services and consumer banking. "Trust in our brand transcends across multiple credit and non-credit products, so a loyal Discover cardmember knows they will get the same great service and rewards from us regardless of whether they are making a purchase, opening an online savings account or investing in a certificate of deposit."

The annual ranking from Brand Keys, Inc., a New York-based research consultancy, this year probed customers' relationships with more than 518 brands in 71 categories.

"The past year has been a trying time for financial service companies. The Customer Loyalty Award is proof that the Discover Financial Services' brand and the brand management team are able to best meet or exceed the very high expectations consumers hold in this category," said Robert Passikoff, Ph.D., founder and president of Brand Keys. "This is the 13th consecutive year Discover has been able to provide truly resonating financial products and services to their customers, and their loyalty is the ultimate accolade."

Brand Keys' methodology combines psychological assessments and statistical analyses to probe the connection between brand and consumer.

"At Discover, listening to customers and investing in what is relevant to them is key," said Harit Talwar, executive vice president of card programs and chief marketing officer for Discover. "We breed loyalty into the Discover brand through rewards and customer advocacy, and we provide industry-leading products, services, and tools that help consumers find meaningful solutions to their needs."

In addition to credit cards and direct banking products like certificates of deposit, money market accounts and online savings accounts, Discover offers an array of tools to help its customers spend smarter and manage debt better on the Financial Education Resources page of the company's Web site.

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

SOURCE: Discover Financial Services

Jon Drummond