Mar. 18, 2015

Discover Card Shares The Top Spot In Customer Loyalty For 19Th Consecutive Year

RIVERWOODS, Ill.--(BUSINESS WIRE)--Mar. 18, 2015-- Discover shared the top spot in the credit card category this year in customer brand loyalty, according to an annual study by the independent search firm Brand Keys, Inc.

The 2015 Brand Keys Customer Loyalty Engagement Index® measures the degrees of loyalty that consumers exhibit toward their favorite brands. Discover has held or shared the top Brand Keys ranking in its category for the past 19 consecutive years.

For the 2015 index, Brand Keys surveyed 36,605 consumers, ages 18 to 65, and examined 540 brands in 64 categories.

“Everything we do ladders up to making sure we provide great rewards, peace of mind and exceptional service for our customers,” said Harit Talwar, president, U.S. Cards for Discover. “Our priorities are based on what our cardmembers need, want and expect. This Brand Keys recognition, which we have received for 19 consecutive years, proves that we stand by our commitment to our customers and that we will continue to provide unique value with each interaction.”

“Being rated #1 for 19 years in a row is an unparalleled customer tribute to the Discover brand. Discover has been able to anticipate what customers need to feel empowered and secure by creating category-defining products and services,” said Robert Passikoff, founder and president, Brand Keys. “In a category where consumer expectations have increased dramatically year-after-year, Discover has consistently delivered on them and continues to do so.”

The Brand Keys research found that customer expectations have increased nearly 28 percent over 2014’s index results. Empowered customers have come to expect everything from brands. The gap between what consumers expect and what brands deliver is driven almost entirely by emotional values, which has created high levels of expectations. Brands that are able to create meaningful differentiation and engagement are able to better identify customers’ needs and address them via authentic emotional values.

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 issues the Discover card, America’s cash rewards pioneer, and offers private student loans, personal loans, home loans, checking and savings accounts, certificates of deposit and money market accounts through its direct banking business. It operates 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 more than 185 countries and territories. For more information, visit

Source: Discover Financial Services

Susan J. Diaz de Leon, 224-405-5344

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