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Here’s an opportunity for you to know precisely what consumers are saying about your brand: the Brand Keys Customer Loyalty Engagement Index (CLEI).

In January, Brand Keys conducts its annual the Brand Keys Customer Loyalty Engagement Index and interviews a nationally representative sample of men and women aged 16-65 years of age, drawn from the 9 US Census regions. Results of nearly 60,000 interviews (a deep-dive into B2C and B2B brands in 100 categories, nearly 1,000 brands) are available before the first kickoff at the Super Bowl.

Screening standards vary from category-to-category (just like the real world) with respondents self-selecting which category and brands they assess. Each category has tailored criteria engineered to identify “top-20% users,” which means the consumers who not only talk about you, but buy you as well.

For each category (and each brand in the category), Brand Keys collects assessments of customers’ needs, values, and brand perceptions, measures the ‘Ideal’ brand, as well as the brand for which they are customers. We capture emotional and rational aspects of loyalty and engagement that are statistically fused to identify the top four drivers of customer engagement and loyalty.

These drivers describe precisely how a customer will view a category, compare offerings within it, and, ultimately how they buy – and buy again. Independent validations have proven these assessments correlate very, very highly with consumer behavior, sales, and corporate profitability.

The metrics generated by Brand Keys not only paints a detailed picture of what engages customers, but also identifies the level of expectations customers have for the category and the brands they use. Brands that come closest to meeting the category Ideal are the always the ones whose customers will demonstrate the greatest engagement and loyalty over the coming months and years. This has been proven in the marketplace time and time again.

It’s predictive too. Traditional consumer and satisfaction studies report what people say about previous purchases. Brand Keys’ loyalty and engagement metrics forecast future behavior, predicting which products and services people will buy over the next 18 to 24 months.

The questionnaire has a test/re-test reliability of 93% and has been successfully used in B2C and B2B product and service categories in 35 countries around the world. It provides statistically reliable information at the 95% confidence level.

Perhaps more importantly, our findings correlate with consumer behavior and brand profitability at levels of 0.85 or higher. We are able to identify what drives loyalty and engagement in your category, what category and consumer values make the greatest contributions, what consumers really expect, and how well your brand is seen to meet those expectations.

In short, the CLEI delivers insightful, cost-effective, effectual, and powerfully accurate brand insights, which will have your colleagues and competitors asking precisely how you did it!

For more information about our correlated-to-behavior, emotionally-based, and independently-validated brand insights, and to find out if your brand is or can be included in the 2018 CLEI, give Leigh Benatar a call (212-532-6028) or send him an email (leighb@brandkeys.com). He can answer any questions about how you can find out what all those consumers are really saying about your brand.

 


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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