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Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

One in four consumers less brand loyal in 2009

Almost one quarter of British consumers say they are less brand loyal now than they were 12 months ago, according to a survey commissioned by The Loyalty Practice at HS&P.

While 23% said they consider themselves to be "a bit less" or "much less" loyal to brands in 2009 than they were in 2008, only 9% considered themselves to be "much more" or "slightly more" brand-loyal.

The study also found that there is almost no real customer loyalty remaining in the country's travel sector, to which only 3% are "most loyal". This compared poorly with supermarkets, to which 33% of respondents said they were most loyal.

Other key findings of the survey included:

When it comes to age, consumers aged 60 and over are less likely to switch banks, while younger consumers put greater emphasis on their favourite telephone or internet service provider.
Compared to men, women are twice as loyal to their favourite fashion brands.
After supermarkets (at 33%), banks (23%) are the outlets that most respondents considered themselves loyal to, with airline and travel companies coming last with only 3%.
The single factor most likely to influence loyalty to a brand in the long term was "exclusive privileges offered to frequent buyers" (41%), with "special events including sales previews" coming last (only 15%).

According to Louise Isaacs, head of The Loyalty Practice, "With cash-conscious consumers paying closer attention to the purchases they make, businesses are having to fight harder to keep customers coming back. Travel brands are likely to fall low in the loyalty rankings because holidays and flights are low frequency purchases, having very few interactions with the consumer, and therefore fewer opportunities to build up relationships with them. Consequently, travel brands must focus more on engaging customers during their buying cycle to capture more data and build better relationships."

Sources: HS & P / The Marketing Factbook.
Copyright © 2009 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)