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ClickFox Survey Reveals Apple Reigns in Customer Loyalty
Brand loyalty survey identifies quality and customer service as the most important factors in keeping consumers coming back.
Posted Apr 17, 2012
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ClickFox, a provider of experience analytics, today announced results of its brand loyalty survey, and Apple is a leader in this area.

Twenty percent of respondents singled out Apple as the brand they can't live without. Coca-Cola, Google, and Amazon also topped the list. Additionally, consumers indicated that they are most loyal to food and beverage companies (58 percent) and technology and gadget providers (51 percent). Conversely, respondents are least loyal to health and fitness companies (44 percent) and wireless providers (43 percent).

Consumers are presented with multiple choices daily when making purchases, deciding between name brands versus generic or reputation versus price. One theme resonated throughout the survey results: Quality and customer service are most important to gaining and retaining customer loyalty.

Additionally, 88 percent of respondents indicated that quality is a key factor in their decision to remain loyal to a brand; 72 percent identified customer service as a top priority.

Eighty-seven percent of consumers indicated they would tolerate more from certain companies or brands, such as paying more for a name brand. Respondents noted that a company's commitment to quality (77 percent) and customer service (62 percent) would cause them to overlook or tolerate more from a company in other areas.

Forty-eight percent of respondents said the most critical time for a company to gain their loyalty was when they make their first purchases or begin service.

Fifty-four percent of respondents would consider increasing the amount of business they do with a company for a loyalty reward, and 46 percent said they already have. However, the majority of consumers (62 percent) don't believe the brands they're most loyal to are doing enough to reward them.

"Customers are demanding quality products and top-notch customer service, and they're willing to pay for it," said Marco Pacelli, CEO of ClickFox, in a statement. "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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