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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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Few companies earned true loyalty in 2010

Very few companies in the US earned strong customer loyalty in 2010, with Amazon.com, Kohl's and Costco coming out on top, according to a survey of 6,000 consumers concerning their interactions with 143 large companies.

In the cross-industry Loyalty Ratings Report by Temkin Group, only 24 companies - representing a mere 17% of the total group examined - earned a "strong" or "very strong" loyalty rating from customers.

"Loyalty is a critical asset that companies regularly squander. It's time for firms to better understand and deliver on the needs and desires of their customers," said Bruce Temkin, managing partner for the Temkin Group. "These results suggest that customers and their disposable income are still up for grabs."

The research analysed consumer feedback based on three elements of loyalty: repurchasing (how likely are they to buy something else from the company), switching (how likely are they to switch their business away from the company), and recommending (how likely are they to recommend the company to a friend or relative).

The top twenty firms in the 2010 Loyalty Ratings were as follows:

Amazon.com
Kohl's
Costco
Lowe's
Sam's Club
USAA
BJ's Wholesale Club
Target
JCPenney
Walgreens
eBay
Old Navy
Home Depot
Wal-Mart
Macy's
Rite Aid
CVS
Barnes & Noble
Southwest Airlines
Vanguard

Among the report's other key findings:

Retailers took 18 out of the top 20 positions in the ratings, with the only non-retailers in the top 20 being USAA (insurance) and Vanguard (investments).
Twelve companies had ratings that were at least 10 points higher than the average in their industry, including USAA, TriCare, Southwest Airlines, Regions, and Medicare.
At the lower end of the loyalty spectrum, Radio Shack (retailers), Super 8 (hotel chains), and Gap (retailers) led 18 companies with loyalty scores at least 10 points below their industry averages.
Led by Costco and Amazon.com, 36 companies had "very strong" ratings for consumers that are likely to recommend them to friends and colleagues.
Three of the country's television service providers (Comcast, Charter Communications, and Time Warner) were in the bottom five in the ratings overall.
Retailers had the highest average loyalty ratings for repurchasing and recommending, while investment firms had the highest ratings for switching.
While no companies had "very strong" ratings for customers that are reluctant to switch, TriCare and USAA led the five companies that had a "strong" rating in this area.
When it comes to having customers who are likely to purchase something else from them, Amazon.com and Old Navy led the 21 companies with "very strong" loyalty ratings in this area.

The full report is available for purchase (from the Temkin Group web site - click here (US$195 at the time of publishing).

Sources: Temkin Group / The Marketing Factbook.
Copyright © 2011 - 2026 The Marketing Factbook.

Categorised as:

Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

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)