Outperforming Visa, MasterCard and American Express, Discover continues to grow with a profit of $261 million. Although profits are one indication of success, Discover’s claim to fame, according to the 2011 Brand Keys “Customer Loyalty Engagement Index”, is their customer service and their rating as the highest loyalty brand.

Brand Keys is an independent research and consulting firm that began the Index in 1997 to measure consumer attitudes towards 528 companies in 79 different industries. In the category of credit card lenders, Discover has taken the top spot since the beginning – thirteen impressive years. Rounding out the Brand Keys list include American Express at second, Visa and Capital One tied at third, and MasterCard in fourth.

This year’s survey saw an increased focus on attributes other than price, such as experience and authentic innovation. “Discover focuses on continually delivering new ways for our customers to be rewarded, giving them added value on their purchases and making it easier to redeem rewards in convenient ways,” said Harit Talwar, president of U.S. cards for Discover.

The impact of the Brand Keys’ survey has strong implications for people considering credit card offers. Brand loyalty may be a strong positive indicator, especially with consumers feeling the effects of increased rates and fees by issuers attempting to deal with new federal regulations. If that’s the case, Discover will come out the winner.

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