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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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Women are more loyal consumers than men

Sam's Club, Aldi, and USAA have earned top ratings for customer loyalty while Citigroup and Charter Communications both showed up twice in the bottom four spots, according to the 2012 Temkin Loyalty Ratings, which also found that women are far more brand-loyal than men.

The loyalty study asked 10,000 US consumers to rate their brand loyalty in terms of likelihood to recommend, reluctance to switch, and willingness to repurchase, and found that more than one quarter of companies have either "strong" or "very strong" loyalty ratings, while 50% have "weak" or "very weak" ratings.

At the industry level, grocery chains and retailers have the most loyal customers while internet service providers and TV service providers have the least loyal customers. USAA has the most loyal customers across three industries (banking, insurance, and credit cards). And, comparing the results from the 2011 and 2012 studies, PNC and USAA had improved the most while Kohl's and Hyatt had declined the most.

Loyalty by gender
The study also examined the difference in loyalty scores between male and female consumers. Interestingly, women were found to be more loyal than men in all 18 industries. As observed in the table of results below, there are four industries where women have a wide loyalty gap with men: rental car agencies, airlines, hotel chains, and grocery chains. In only three industries do women have less than a three percentage point loyalty gap: TV service providers, internet service providers, and credit card issuers.


Industry Female Male
Rental car agencies 41% 27%
Airlines 44% 32%
Hotel chains 46% 36%
Grocery chains 59% 49%
Parcel delivery services 56% 47%
Retailers 57% 48%
Fast food chains 54% 46%
Investment firms 47% 39%
Appliance makers 42% 34%
Computer makers 45% 38%
Insurance carriers 37% 33%
Auto dealers 36% 32%
Wireless carriers 37% 33%
Health plans 36% 32%
Banks 37% 34%
Credit card issuers 31% 29%
Internet service providers 29% 27%
TV service providers 28% 26%

Table: 2012 Temkin Loyalty Ratings by Gender
Source: Temkin Group Q1 2012 Consumer Benchmark Surveys
Copyright (c) 2012 Temkin Group. All rights reserved.

Top performers
In terms of loyalty ratings, the top performers in the study were:

  1. Sam's Club (retailer).
  2. Aldi (Grocery chain).
  3. USAA (Bank).
  4. Publix (Grocery chain).
  5. Amazon.com (Retailer).
  6. A credit union (Bank).
  7. H.E.B. (Grocery chain).

... and tied for eighth place:
8. Chick-fil-A (Fast food chain);

  1. Starbucks (Fast food chain).

8. Target (Retailer); 8. USAA (Insurance carrier).

Other highlights from the research included that:

Obtaining the full report...
The full report has been made available for online purchase (US$195) directly from Temkin Group's web site - click here. Access to the data sets behind the Temkin Ratings can also be purchased online, click here.

Temkin Group's managing partner, Bruce Temkin, is an established customer experience expert, helping large organisations improve their business results by changing how they deal with customers. As part of this focus, Temkin addresses the full array of strategy, marketing, interaction design, customer service, and leadership practices. Temkin also publishes the online journal 'Customer Experience Matters', click here.


Sources: Temkin Group /
The Marketing Factbook.
Copyright © 2012 - 2025 The Marketing Factbook.

    Categorised as:

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

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 © 2001-2025 Peter J. Clark