We released our 25th annual 2021 Customer Loyalty Engagement Index today and, no surprise, loyalty has changed dramatically since 1996.
This year however, examining 94 categories and 855 brands with our independently-validated methodology, we found last year’s marketplace rigors set two loyalty stress tests for brands:
- How to enhance brand-to-consumer emotional engagement and,
- How to leverage brand values to best meet customers’ (very high) expectations.
To delineate loyalty positions based on passing or failing those stress-tests, we created a series of emotional engagement/expectation quadrant maps. The maps graphically illustrate brand loyalty rankings and help visualize loyalty decision-paths. A map was generated for each of the 13 industry sectors including: Alcoholic Beverages, Automotive, Broadcast & Entertainment, CPG, Digital & Online, Electronics, Financial Services, Food & Beverage, Insurance, Personal Care, Restaurants, Retail and Travel.
If you’d like a copy of the sector that your brand competes in, let Leigh Benatar know (leighb@brandkeys.com) and he’ll help you out.
Yes, yes, desperate times and breakdowns in the supply chain provoke desperate choices. But lack of product availability does not denote a decline of brand loyalty. Being in-stock matters, but loyal customers are more likely to stick with brands through difficult times and, in a more stable marketplace, will wait for them or actively seek them out.
A complete list of this year’s brands that exhibit the highest loyalty focus via emotionally-engaged customers and are best able to meet customers’ very high expectations can be found here.
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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