Brand Keys Customer Loyalty Engagement Index® examines customers’ relationships with 1200 brands in 114 categories.
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GLOBrand Keys, a leading authority in loyalty and customer engagement, has unveiled its 27th annual Customer Loyalty Engagement Index (CLEI) assessments. According to Robert Passikoff, the founder and president of Brand Keys, this year’s findings emphasize how brands that meet or exceed consumer expectations can transform market share and loyalty into significant category and market dominance. These brands, referred to as “Loyalty Juggernauts,” wield unparalleled economic influence due to their ability to consistently meet consumer expectations.
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The concept of Loyalty Juggernauts applies across various industries, where brands achieve high levels of consumer engagement and loyalty by effectively meeting consumer expectations. The 2023 CLEI highlights several examples of Loyalty Juggernauts across different sectors, including automotive, entertainment, consumer packaged goods, technology, and retail.
Passikoff emphasizes that modern-day loyalty is no longer simply a matter of consumer preference between brands. Instead, it hinges on brands’ ability to meet consumers’ deepest expectations effectively. This year’s survey underscores the significance of addressing consumer expectations, which directly correlates with loyalty and future consumer behavior.
Loyalty Juggernauts enjoy a unique position in the market, transcending traditional factors like product quality, distribution, and advertising budgets. By consistently meeting consumer expectations, these brands establish an unbreakable bond with customers, commanding category leadership and achieving more effective marketing outcomes.
The economic impact of brand loyalty strategies is substantial. Retaining existing customers proves significantly more cost-effective than acquiring new ones, and even a modest increase in loyalty can lead to substantial improvements in lifetime profits. Loyalty-driven strategies can also deliver substantial cost reductions across various operational aspects.
The 2023 CLEI survey reflects a concrete assessment of brand loyalty, going beyond mere metrics like customer satisfaction or awareness. True loyalty is defined by the bond between consumers and brands, rooted in brands’ ability to meet consumer expectations effectively. Brand Keys’ research methodology involves a combination of psychological inquiry and statistical analyses, offering insights into consumer behavior and preferences across diverse categories.
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Source: Brand Keys
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