April 11, 2012
—ClickFox, the pioneering leader in experience analytics, today announced the company’s findings from its brand loyalty survey. April is customer loyalty month, and ClickFox’s survey results shed light on what companies and industries consumers are most loyal to, as well as key drivers of brand loyalty.
Twenty percent of respondents singled out Apple as the brand they can’t live without, with Coca-Cola, Google and Amazon also topping the list. Additionally, consumers indicated that they are most loyal to food and beverage companies (58 percent) and technology and gadget providers (51 percent). Conversely, respondents are least loyal to health and fitness companies (44 percent) and wireless providers (43 percent).
Quality and service drive loyalty
Consumers are presented with multiple choices daily when making purchases, deciding between name brands versus generic or reputation versus price. One theme resonated throughout the survey results: Quality and customer service are most important to gaining and retaining customer loyalty.
· Eighty-eight percent of respondents indicated that quality is a key factor in their decision to remain loyal to a brand; 72 percent identified customer service as a top priority.
· Eighty-seven percent of consumers indicated that they would tolerate more from certain companies or brands, such as paying more for a name brand. Respondents noted that a company’s commitment to quality (77 percent) and customer service (62 percent) would cause them to overlook or tolerate more from a company in other areas.
· Forty-eight percent of respondents said that the most critical time for a company to gain their loyalty was when they the make their first purchase or begin service.
“Customers are demanding quality products and top-notch customer service, and they’re willing to pay for it,” said Marco Pacelli, CEO of ClickFox. “Companies need to differentiate themselves by producing quality products and exceptional customer experiences – it is up to them to deliver on their promises by regularly evaluating customer satisfaction and making decisions in real time.”
Loyalty rewards are a missed opportunity
Fifty-four percent of respondents would consider increasing the amount of business they do with a company for a loyalty reward, and 46 percent said they already have. However, the majority of consumers (62 percent) don’t believe that the brands they’re most loyal to are doing enough to reward them.
Follow @ClickFox and #CustomerLoyalty on Twitter throughout April and sound off on what drives brand loyalty. Subscribe to the ClickFox YouTube channel, and check out the latest video, where consumers talk about what keeps them coming back.
About the survey
Between March 7 and March 19, 427 consumers participated in a 10-question survey to share insights into the companies they are most loyal to and what drives their behavior. The full survey report is available for download at http://web.clickfox.com/2012SurveyResults-BrandLoyalty.html and an infographic can be viewed at http://www.clickfox.com/insights/consumer-surveys/brand-loyalty-survey/.