Which US brands have the most loyal customers?

WM Circle Logo

By: Wise Marketer Staff |

Posted on December 4, 2015

Based on a study of 10,000 U.S consumers, USAA, H-E-B, Publix and Trader Joe's are at the top of the list when it comes to consumer loyalty, while Con Edison of NY, Coventry Health Care, Comcast and Time Warner Cable are at the bottom.

The Temkin Loyalty Index (TLi) evaluates the loyalty of 10,000 U.S. consumers to 293 companies across 20 industries. The TLi is based on evaluating consumers' likelihood to do five things:

  1. Repurchase from the company
  2. Recommend the company to others
  3. Forgive the company if it makes a mistake
  4. Trust the company
  5. Try the company's new offerings

At an industry level, supermarkets, fast food chains, and retailers have the highest loyalty levels. At the other end of the spectrum, TV service providers and Internet service providers have the lowest.

USAA (for credit cards, banking, and insurance), JetBlue Airways, TriCare, credit unions, ACE Rent A Car, Apple, and Georgia Power have loyalty levels that most outperform their industry averages.

Con Edison of NY, RadioShack, Blackboard, Coventry Health Care, Citibank, Jeep, Bi-Lo, and McDonalds fall farthest behind their peers.

"Only a few companies have truly strong levels of consumer loyalty, and it's scary how little loyalty has been earned by TV service and Internet service providers, " states Bruce Temkin, managing partner for Temkin Group.

Temkin Group combines customer experience thought leadership with an understanding of the dynamics of organisations, helping them to embed best practices within their culture by building four critical competencies: Purposeful Leadership, Employee Engagement, Compelling Brand Values, and Customer Connectedness.

More Info: