Customer loyalty is no longer just about price and product selection – it’s about generating longer-term emotional relationships with customers. Our Emotional Side of Loyalty whitepaper takes a deeper dive into the emotion-based forces that drive loyalty to a brand. While most studies focus on logical loyalty drivers (left brain), this report proves that the emotional (right brain) is often a more significant factor in deciding where and how to buy. 

If you’re unfamiliar with the left brain and right brain terminology, our chart will bring you up to speed:

Our recent consumer research revealed that while there are eight key drivers that contribute to emotion-based brand loyalty, Trust and Simplicity & Convenience are the top two. In fact, a whopping 43% of consumers say trust is the primary driver of brand loyalty. Elements that contribute to trust include a consistent experience, honesty, transparency and reliable products.

Interestingly enough, while only 7% of consumers say Shared Values is a driver of brand loyalty, 22% say a lack of Shared Values is a driver for switching brands. Another factor that contributes to switching brands is the failure of that brand to deliver a simple customer experience. Forty-eight percent of consumers will switch for this reason.

So, what exactly is the ideal brand experience? In this study, respondents were asked to rate their ideal brand experience and then measure that against how brands were doing in delivering on that experience.  Though many brands are excelling at providing Enjoyment, they have a long way to go with elements like Trust and Recognition. 

If you’re wondering how brands can successfully deliver the emotional drivers of loyalty – our report also includes an extensive roadmap and action steps to fulfill the emotional needs and wants of today’s consumers. After all, the most successful brands combine both logical and emotional factors of loyalty.

Click here to read the full whitepaper