Last year, the Brand Keys Customer Loyalty Engagement Index (CLEI) found customers were looking for "delight" from their brands. This year evidence mounts that it's still delight that will continue to define the consumer landscape, and what brands can do to cement customer loyalty and profitability.
Last month 49,000 consumers self-selected among 598 brands in 83 diverse categories in which they are customers, and assessed brands based on an independently-validated technique that fuses rational and emotional aspects of the categories, using a combination of psychological inquiry and higher-order statistical analyses. It's been used in B2B and B2C categories in 35 countries around the world and is proven to identify the real category drivers for the consumers' Ideal. Along the way it allows us to determine how well brands meet – sometimes even exceed – expectations consumers hold for the Ideal in their category.
Across the brands and categories surveyed, attributes relating to "experience" and "brand values" were found to exert the strongest impact on customer decision-making, category-expectations, and engagement with brands. And while expectation levels for delight vary by category – consumers do not, after all, buy computers the way they buy colas.
Customer loyalty engagement, loyalty programs, customer retention, social media marketing, and multichannel marketing will be key discussion points at the upcoming Loyalty World USA event in Las Vegas, October 29th-31st.
The world's leading B2C brands will be presenting case studies and their strategies, so if you're looking to refine your loyalty and customer retention campaigns, you need to attend.