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Netflix Tops Customer Loyalty Index

Netflix Tops Customer Loyalty Index
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Authentic innovation and delight were the key drivers noted in the annual Brand Keys Customer Loyalty Engagement Index.

Kyana Gordon
  • 9 february 2011

The annual survey of customer loyalty conducted by Brand Keys announced Netflix, the subscription-based DVD rental and online streaming service claimed the top spot among 529 brands in 79 categories. Netflix has overtaken Apple atop the 15th annual Brand Keys Customer Loyalty Engagement Index (CLEI), a survey which concluded that customer decisions are being driven by “authentic innovation” and the delightful experience of interacting with products and services. Each brand assessment involved face-to-face, telephone and online interviews with 46,000 consumers. The survey used data covering the psychological drivers of shopper’s habits with statistical analysis, in an effort to combine emotional and rational behavioral triggers, as well as measure future purchase intent. Brands that were among the top-10 best at creating customer delight included:

  1. Netflix
  2. Apple
  3. Walgreens
  4. Discover
  5. Hyundai
  6. Mary Kay
  7. McDonald’s
  8. J. Crew
  9. Samsung
  10. Nikon

    Each of these brands were also winners in at least one category with Apple and Samsung winning in multiple categories. Brand Keys president Robert Passikoff comments on what defined loyalty and brand engagement in this year’s index:

    “Consumers’ evolution toward defining value in total experience terms rather than price terms has been accelerating for some time, and it’s now taken firm hold. Product/service attributes relating to brand ‘experience’ and ‘authentic innovation’ — the attributes that most drive ‘delight’ — are exerting the strongest impact on customer decision-making, category expectations and engagement. This year, 93% of all categories tracked are showing their greatest increases in expectations within purchase-drivers that are centered on innovation and other attributes that most strongly impact customers’ overall experience and produce that ‘delight’ factor.”

    2011 Brand Keys Customer Loyalty Engagement Index

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