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

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:

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