Annual Independent Research on Top Brands Confirms Consumers’
Desire for Positive Brand Experiences
RIVERWOODS, Ill.--(BUSINESS WIRE)--Feb. 16, 2012--
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 16th 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 www.discoverfinancial.com.
Source: Discover Financial Services
Discover
Rob Weiss, 224-405-6304
robertweiss@discover.com