New research shows that banks and building
societies continue to have a strong relationship with customers,
specifically concerning loyalty.
The research – conducted by global
research company Ipsos MORI in partnership with customer
interactions specialist, The Logic Group – reveals that worry
about the economy remains a top agenda for Britons – as half of
consumers still feel that it is the most important issue facing
Britain.
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The findings suggest that the two key drivers
of customer loyalty are familiarity with the in-store experience as
well as value for money, and ease – whether that is apathy or
convenience.
Over 2,000 adults across Britain took part in
the third annual study into customer loyalty, which for the first
time included online social listening, web sensing and online
discussion groups.
For the third year running, the same three
sectors emerged as leaders in customer loyalty.
Banks and Building societies led the way with
two thirds of the public (66%) saying they feel loyal to a
business or organisation operating in this sector.
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By GlobalDataSupermarkets (60%) came second with
three-in-five respondents saying they are a loyal customer,
followed by just over half (52%) the respondents saying the
same about mobile phone companies.
CEO of The Logic Group, Antony
Jones, said, “The research also shows that once people join a
loyalty scheme, they are then more likely to join more and more in
the same sector and beyond.
“Taking supermarkets as an example, 68% of
people are members of supermarket loyalty schemes with over a third
being members of two or three. Of course as loyalty
programmes have rolled out across different sectors, businesses
must identify and communicate the real USPs of their scheme.”
Jones added, “The demands on loyalty schemes
are clearly complex; balancing consumer expectations and
motivations, against business purpose, and within a challenging
economic context. But one thing clearly emerges from this
year’s research: a loyalty scheme cannot simply be set up and left
to run.”
