Facebook was the social network that best met customers’ expectations in the new Brand Keys 2015 Customer Loyalty Engagement Index, while Facebook-owned WhatsApp topped the list of messaging applications.
Some of the lists by category from Brand Keys follow:
- Google Play
- Slacker Radio
- Yahoo Music
Brand Keys president Robert Passikoff said in a release announcing the results:
In a marketplace where brands struggle to create meaningful differentiation and engagement, those better able to identify customers’ expectations and address them via authentic emotional values see tangible bottom-line results.
While marketers have only recently acknowledged the importance of consumers’ expectations, it’s something Brand Keys has tracked for 20 years. Empowered and socially networked consumers have come to expect everything from brands, particularly as regards emotional gratification and engagement. That’s created an environment marked by extraordinarily high levels of emotional expectations.
Consumer expectations always grow, so being attentive to the engagement expectation gap in one’s category presents a brand with a real opportunity. If a marketer does something that increases a brand’s engagement level, it always sees more positive consumer behavior in the marketplace. Always. And brands that are assessed as better meeting expectations held for the ideal always have greater market share and are always more profitable than the competition. Always. All marketers need is an accurate answer to these questions: What do my customers expect, and what values will fulfill those expectations?