AT&T, Google and NFL are top in consumer engagements according to 2015 CLEI survey Reviewed by Momizat on . Rating: 0
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AT&T, Google and NFL are top in consumer engagements according to 2015 CLEI survey

Consumer Engagements

Image courtesy of Innovative Incentives

AT&T, Hyundai, Ford, Dominos, Dunkin’, Google, Discover, Avis, Konica Minolta and the NFL, all maintained their Number one category positions in a challenging environment where consumer expectations have increased nearly 28% over 2014, according to Brand Keys 2015 Customer Loyalty Engagement Index® (CLEI) survey.

Brands that were rated #1 in their categories for the first time include: Air Canada, Facebook, Kellogg’s Nutri-Grain, Chipotle, Nationwide, Exxon Mobile and Travelocity. Ratings are based on a brand’s ability to meet customers’ expectations better than the competition.

In a marketplace where brands continue struggle to create meaningful differentiation and engagement, those that can better able to identify customer expectations and address them via authentic emotional values will see bottom-line results.

Empowered and socially networked consumers have come to expect from brands, in particular to emotional gratification and engagement. This has created an environment marked by extraordinarily high levels of emotional expectations.”

Listed below are brands with the highest levels of consumer engagement vis à vis their ability to meet expectations in their respective categories.

1. Airlines: Air Canada
2. Allergy Medications (OTC): Claritin
3. App-based Rideshare: Uber
4. Athletic Footwear: Nike
5. Automotive: Ford / Hyundai
6. Banks: Chase
7. Beer (Light): Sam Adams Light
8. Beer (Reg.): Sam Adams
9. Breakfast Bars: Kellogg’s Nutri-Grain
10. Car Rental: Avis
11. Casual/Fast Casual Dining: Chipotle
12. Coffee (Out-of-Home): Dunkin’ / Starbucks
13. Coffee (Packaged): Dunkin’
14. Computers (Laptops): Apple
15. Cosmetics (Luxury): Lancôme
16. Cosmetics (Mass): L’Oreal / Mary Kay
17. Credit Cards: American Express / Discover
18. E-readers: Kindle
19. Evening News: NBC
20. Flat Screen TV: Samsung
21. Gasoline: Exxon Mobile
22. Headphones: Beats by Dr. Dre
23. Hotel (Economy) Wyndham Microtel
24. Hotel (Midscale): Best Western
25. Hotel (Upscale): Hyatt
26. Hotel (Luxury): Fairmont
27. Instant Messaging Apps: WhatsApp
28. Insurance (Car): USAA
29. Insurance (Home): Nationwide
30. Insurance (Life): Allstate
31. Major League Sports: NFL
32. Major League Video Gaming: Call of Duty
33. MFP Office Copier: Konica Minolta
34. Morning News: Good Morning America (ABC)
35. Mutual Funds: American Funds
36. Natural Food Stores: Whole Foods
37. Online Brokerage:
38. Online Music: Pandora
39. Online Payment Services: PayPal
40. Online Retailers: Amazon
41. Online Travel Site: Travelocity
42. Online Video Streaming: Netflix
43. Pain Relievers (OTC): Aleve
44. Parcel Delivery: FedEx
45. Pet Food (Cats): Purina
46. Pet Food (Dogs): Science Diet
47. Pizza: Domino’s
48. Price Clubs: Costco
49. Printers: Canon
50. Quick-Serve Restaurants: Subway
51. Retail (Apparel): J. Crew
52. Retail (Dept. Store): Marshall’s / TJ Maxx
53. Retail (Discount): Walmart
54. Retail (Home Improvement): Home Depot
55. Retail (Sporting Goods): Dick’s
56. Search Engine: Google
57. Smartphone: Apple
58. Social Networking Sites: Facebook
59. Soft Drinks (Diet): Diet Coke
60. Soft Drinks (Reg.): Coke
61. Tablets: Apple
62. Toothpaste: Crest
63. Vodka: Grey Goose
64. Wireless Phone Service: AT&T

About The Author

Robert K. Passikoff

Robert Passikoff is Founder & President of Brand Keys, Inc. and a sought-after speaker and thought leader on engagement and loyalty. He has 35 years of agency and client experience in all phases of strategic brand planning for a wide variety of B2B and B2C product and service categories. He has pioneered work in the area of loyalty and engagement, creating the Brand Keys Customer Loyalty Engagement Index®, the Brandweek Loyalty Leaders List, the Sports Fan Loyalty Index®, and the Women’s Wear Daily Fashion Brand Engagement Index®.

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