Discover Card Ranks in the Top Spot in Customer Loyalty for 20th Consecutive Year

RIVERWOODS, Ill.–(BUSINESS WIRE)–Discover Card leads the credit card industry in customer brand loyalty
for the 20th consecutive year, according to an annual study
by the independent research firm Brand Keys, a New York-based brand
engagement and customer loyalty research consultancy.

The Brand Keys Customer Loyalty Engagement Index® (CLEI)
measures the degrees of loyalty that consumers exhibit toward their
favorite brands.

This is the 20th year that Discover holds the accolade “#1 in Customer
Loyalty in the Credit Card Category.” Discover is the only brand in the
CLEI that has maintained that standing for so long.

“Our continued recognition from Brand Keys is proof that customer
satisfaction is in the heart of everything we do,” said Julie Loeger,
EVP, Chief Marketing Officer at Discover. “For 30 years, we have stood
by our commitment to our customers and will continue to listen to their
needs and provide exceptional U.S.-based service, great rewards and
tremendous value.”

For the 2016 index, Brand Keys surveyed 42,792 consumers, ages 18 to 65,
and examined 634 brands in 72 categories.

“Discover has led the credit card category in customer loyalty since the
Customer Loyalty Engagement Index was established 20 years ago. That is
a tremendous achievement. Its ability to meet, and often exceed,
customers’ very high expectations for the category has been nothing
short of phenomenal,” said Robert Passikoff, founder and president,
Brand Keys. “That’s why Discover is able to treat customers precisely
the way they expect. There aren’t many brands that can say that, but
Discover has truly earned that right!”

A complete listing of the 72 categories and the brands which best
emotionally engage consumers can be found at:

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and payment
services company with one of the most recognized brands in U.S.
financial services. Since its inception in 1986, the company has become
one of the largest card issuers in the United States. The company issues
the Discover card, America’s cash rewards pioneer, and offers private
student loans, personal loans, home equity loans, checking and savings
accounts and certificates of deposit through its direct banking
business. It operates the Discover Network, with millions of merchant
and cash access locations; PULSE, one of the nation’s leading ATM/debit
networks; and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit


Susan J. Villalobos