As results continue to come out of the Brand Keys Customer Loyalty Engagement Index (CLEI), some groups have produced surprising results in terms of winners and rankings. The credit card company ranking, however, was not one of those categories: Discover took home the top spot for the 20th consecutive year. The rankings were created through a survey of almost 43,000 customers covering 634 brands in 72 separate categories.
This kind of dominance over the span of two decades speaks to Discover Card’s commitment to driving loyalty through exceptional customer experience. It’s no surprise that Discover holds the title for longest No. 1 ranking in the CLEI.
“Nothing in this industry is more valuable than customer satisfaction and customer loyalty,” Discover CMO Julie Loeger told Loyalty360. “Discover always puts the best interest of our card members first in everything we do. It is why our cards have no annual fee, Cashback Rewards, and our card members get 24-7, U.S.-based customer service. Our employees pride themselves on creating the best possible experience for our card members, and the continued recognition from Brand Keys shows that our card members value our efforts.”
Discover is a leading U.S. card issuer, also offering services in private student loans, home loans, and checking & savings accounts.
Building loyalty as a financial institution can be a challenge, especially considering the stigma that sometimes accompanies the relationship between customers and their credit card companies. By exhibiting a real effort to understand and delight their customers with tangible value, Discover was able to once again capture top honors.
“What separates Discover Card from the rest of the pack is the fact that they are able to believably engage consumers with meaningful emotional values,” Robert Passikoff, Founder and President of Brand Keys, told Loyalty360. “They understand what consumers really expect, make promises about what will differentiate them and what they’re going to deliver, and then go ahead and do it! This is a great example of leveraging the heck out of emotional value propositions and taking ownership of those values.”