Whoops – they did it again and for the 19th consecutive time. Discover agains shared the top spot in the credit card category this year in customer brand loyalty. Discover has held or shared the top Brand Keys ranking in its category for the past 19 consecutive years.
The 2015 Brand Keys Customer Loyalty Engagement Index measures the degrees of loyalty that consumers exhibit toward their favorite brands.
For the 2015 index, Brand Keys surveyed 36,605 consumers, ages 18 to 65, and examined 540 brands in 64 categories.
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.
The Discover Card was introduced by Sears in 1985 and was introduced in 1986. It was among the first no annual fee cards offering rewards based on purchases.
Discover was part of Dean Witter, and then Morgan Stanley, until 2007, when Discover Financial Services became an independent company. Novus, a major processing center, was once partners with the company. The Novus logo was retired, replaced by the Discover Network logo.
For more data on Discover access CardData®. For information and commentary on Discover visit the searchable CardFlash® Library of more than 58,000 articles published since 1995. RAM Research® forecasts on Discover are available exclusively through CardWeb.com.®