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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Customer Loyalty Index identifies top US brands

Customers' brand experiences have reached new heights as consumers search for real innovation in the products and services they buy, according to the results of the 2011 Customer Loyalty Index study by Brand Keys.

The index report, entitled 'Decade of Delight', identified the key expectation of today's consumers, and found that attributes relating to experience and authentic innovation in products and services are exerting the strongest impact on customer decision-making, category-expectations, and brand engagement.

While expectation levels for delight vary by product category, brands that were among the top ten at creating customer delight are:

  1. Netflix;
  2. Apple;
  3. Walgreens;
  4. Discover;
  5. Hyundai;
  6. Mary Kay;
  7. McDonald's;
  8. J. Crew;
  9. Samsung;
  10. Nikon.

"This evolution has been accelerating for some time. Brand value has increasingly been defined not through the narrow lens of price, but in terms of the total experience that consumers have when they interact with a given brand. This year's results demonstrate that concept has truly taken hold, with virtually every category (93%) showing its greatest increase in expectations in the purchase drivers centred on attributes that most strongly impact the customers' overall experience," said Robert Passikoff, Brand Keys founder and president.

"The CLEI data is predictive of coming shifts in the consumer marketplace - 12 to 18 months before it shows up in traditional research. Given the levels of commoditization we've witnessed in product/service delivery and pricing/promotion strategies it is no surprise consumers are looking for their favourite brands to make a real difference - to delight them - in their lives. Consumers know the brands, know what they do, and know what they're willing to pay for them," said Passikoff. "They're looking for delight and the category purchase drivers are very clear in this regard."

Innovation is key, whether it's innovation in the products themselves, or innovation in how those products are put into the hands of consumers - from rapid delivery to product introductions - and the after-life of service and support that the consumer experiences. And consumers want meaningful innovation that results in a higher level of experience. "Satisfaction has never been more cost-of-entry; delight is the new differentiator," said Passikoff.

Evolving consumer expectations transform categories, and this year category characteristics that contribute to the consumers' skyrocketing desire for experience and authentic innovation are exerting the strongest impact on customer decision-making and profitable engagement with the brand. Brands able to meet - even exceed - these expectations become category leaders.

Brands that received the highest loyalty and engagement assessments for 2011, "delighting" their customers more than their competition, were:

"At a time when brands are struggling to differentiate themselves from their competition and to find ways to profitably engage their customers, the changes this year serve as a real benchmark for marketers. Products and services that respond with a truly consumer-centric view of their category - delighting the customer - based on predictive loyalty metrics, stand to gain the most, and establish themselves as this decade's brand leaders," concluded Passikoff.

The complete listing of the 79 category rankings has been made available via the Brand Keys web site - click here.


Sources: Brand Keys / The Marketing Factbook.
Copyright © 2011 - 2026 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2026 Peter J. Clark