Discover Ranks #1 in Customer Loyalty for 21st Consecutive Year

April 28, 2017

RIVERWOODS, Ill.--(BUSINESS WIRE)-- Discover shared the top spot in customer brand loyalty within the credit card category, according to an annual study by the independent search firm Brand Keys, Inc. This marks the 21st consecutive year Discover has ranked #1 for customer loyalty.

“Discover has a customer-first approach that is at the heart of everything we do,” said Julie Loeger, executive vice president, chief marketing officer. “Being ranked #1 every year since the inception of the Brand Keys award highlights our continued focus on listening to and helping our cardmembers meet their financial goals.”

“Every year consumers want more, and these days especially when it comes to financial services. For 21 years Discover has been rated #1 when it comes to anticipating customer needs that allow them to feel both empowered and secure,” said Robert Passikoff, founder and president, Brand Keys. “Discover has done this by creating category-defining products and services, consistently delivering on those values, and continues to do so. Being acknowledged for 21 years in a row is an unparalleled customer tribute to the Discover Financial Services brand, and we congratulate them.”

The 2017 Brand Keys Customer Loyalty Engagement Index® surveyed 49,168 consumers, 18 to 65 years old, and examined 740 brands to determine the degrees of loyalty that consumers exhibited toward their favorite brands.

This year Brand Keys added 11 new categories, including: Energy Drinks, Snack Brands, Toys, and Yogurt, resulting in engagement evaluations of 740 brands. A complete listing of the 83 categories and the brands which best emotionally engage consumers can be found at:

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 equity loans, checking and savings accounts and certificates of deposit 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. Villalobos