Discover reigns supreme in credit card loyalty

For the 16th consecutive year, Discover card took home the No. 1 spot for consumer loyalty in the credit card industry, according to the 2012 Brand Keys Customer Loyalty Engagement Index.

For the 16th consecutive year, Discover card took home the No. 1 spot for consumer loyalty in the credit card industry, according to the 2012 Brand Keys Customer Loyalty Engagement Index.

The index examined a total of 598 brands over a variety of categories, and found that when it came to consumer preference, as well as customer satisfaction and loyalty to a credit card brand, Discover once again led the pack.

"The fact that we have won this category every year since the inception of the Brand Keys award shows the true strength of our brand and customer service," said Carlos Minetti, President of Consumer Banking and Operations for Discover. "We have no higher priority than to reward our customers with the best service in the business."

Harit Talwar, President of U.S. Cards for Discover, added that Discover performs so well in the loyalty category because it is "always listening" to customers and makes an effort to improve based on feedback. Whether it be improving reward redemption options or other integrated offers, Discover is always trying to exceed expectations, Talwar notes.

The Customer Loyalty Institute explains that brands can build loyalty by constantly keeping in touch with customers, treating them well, remembering their preferences and rewarding them for choosing their company over others.