For the first time in a decade, customer loyalty and engagement expectations have leveled off in each of the 55 categories tracked in the tenth annual 2007 Brand Keys Customer Loyalty Engagement Index, from Brand Keys, Inc., www.brandkeys.com.
Differentiation is being based more on emotional engagement and less on rational product and service attributes. For instance four drivers that affect purchases and loyalty are appearance, durability, efficacy and ease of use. Consumers may be willing to settle for less in some areas, but they expect more and better personal outcomes. Emotional elements as significant contributors to loyalty and engagement increased in importance in 100% of the categories.