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Loyal to the core: Apple still dominating customer loyalty rankings

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13th Apr 2012
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New research has revealed that Apple ranks highest for customer loyalty as 22% of consumers admit they cannot live without the technology brand.

Experience analytics company ClickFox surveyed over 400 consumers to what brands receive most loyalty and revealed Apple emerged as the number one brand, followed by Coca-Cola, Google and Amazon.

Additionally the research showed that customers are most loyal to food and beverage brands (58%), followed by technology and gadget providers (51%), health and fitness companies (44%) and wireless providers (43%).

The study also investigated key drivers of brand loyalty and found quality (88%) and customer service (72%) are most important to retaining customer loyalty.  According to the figures, 87% of those surveyed said they would tolerate more from certain companies, such as paying for the brand name whilst 48% claimed the most critical time for a company to gain their loyalty was when they make their first purchase or begin service.

Loyalty rewards also showed to be of worth with more than 50% of respondents claiming they would consider increasing the amount of business they do with a company for a loyalty reward. However, a staggering 62% of consumers don’t believe that the brands they’re most loyal to are doing enough to reward them.

Marco Pacelli, CEO of ClickFox, said: “Customers are demanding quality products and top-notch customer service, and they’re willing to pay for it. 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.”

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