April 15, 2013

Discover Card Leads The Way In Customer Loyalty For The 17Th Consecutive Year

Annual Independent Research on Top Brands Confirms Emotional Engagement is the Dominant Driver of Purchase Decisions and Brand Loyalty

RIVERWOODS, Ill.--(BUSINESS WIRE)--Apr. 15, 2013-- Discover card leads the credit card industry in customer brand loyalty for the 17th consecutive year, according to an annual study by the independent research firm Brand Keys, Inc.

The 2013 Brand Keys Customer Loyalty Engagement Index® surveyed 39,000 consumers, 18 to 65 years of age, and examined 400 brands in 54 categories to determine the degrees of loyalty that consumers exhibited toward their favorite brands.

“When we first introduced our credit card in 1986, we committed ourselves to meeting the needs of our cardmembers with the best possible customer service. We still stand by that commitment today, resulting in our recognition for customer loyalty by Brand Keys,” said Carlos Minetti, president of consumer banking and operations for Discover. “We are focused on being the leading direct bank and payments partner which is paving the way for great opportunities for our company.”

“This honor proves that prioritizing our customers’ needs and giving them what they deserve is working. They connect with the Discover brand in a way that is unique and engaging which allows us to strengthen our relationships and provide distinctive product features consumers want,” said Harit Talwar, president of U.S. cards for Discover. “We will continue to focus on making sure we exceed our customers’ expectations with each interaction.”

The Brand Keys research found that emotional engagement is the dominant driver of purchase decisions and brand loyalty. Increasing amounts of advertisements via internet, price promotions and discounting have triggered a tipping point in the brand world where consumers have began to use their emotional connection with a brand as a key factor in their buying decisions.

"Discover has managed to create the highest levels of loyalty by leveraging real, emotional category values," noted Robert Passikoff, President of Brand Keys, Inc. "Consumers are actively looking to engage with brands that understand what they expect – and then go ahead and deliver on those expectations. It doesn't matter if the category is thought to be "rational," as long as a brand can make human and emotional connections with their customers that are both differentiating and believable. That's what resonates for them and that's what creates loyalty. Discover has managed to do that year-after-year, and, again, we congratulate them."

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 home loans, private student loans, personal loans, checking and savings accounts, certificates of deposit and money market accounts through its direct banking business. 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

Susan J. Diaz de Leon