Measure the Moments That Matter
This research study of 3,375 consumers reveals the critical factors that drive brand love and customer loyalty through memorable moments that matter. The study identifies an 'inner circle' of loved brands versus an 'outer circle' of actively avoided brands, showing that 70% of consumers won't switch from loved brands. Quality, customer experience, and trust emerge as the three pillars for earning entry into customers' inner circles, with quality ranking as the top driver across industries like automotive (70%) and consumer electronics (57%). The research emphasizes that brand love is created through consistent experience delivery rather than just branding, as 52% of consumers used to love brands they now avoid completely.
In this guide, you'll explore
- 70% of consumers say nothing would compel them to switch away from a loved brand
- 52% of consumers used to love a brand they now avoid at all costs
- Quality ranks #1 as a driver of brand love, particularly in automotive (70%) and consumer electronics (57%)
- Customers have an average of 4.6 brands in their inner circle versus 2.6 in their outer circle
- Two-thirds of consumers say they can't be won back once a brand has lost their love