“Partly, it’s based on expectation of customer: if you go to The Four Seasons and
get Texas Roadhouse service, you won’t be happy,” says PeopleMetrics’ Frank
Rowe. “But consumers who go to Texas Roadhouse like the energy around their
service –the experience part of the dynamic is related to expectation of
MediaPost Publications – Marketers With Engaged Consumers Outperform Competition – 03/19/2008
A BRAND WITH STRONG CUSTOMER engagement has customers who (any or all of the following): promote the brand, come back in the future, go out of their way to do business with the company, and feel strongly for a brand. That’s according to PeopleMetrics, a market research firm based in Philadelphia.
The company polled 10,000 U.S. consumers over several weeks last year to get a pulse on which brands do the best job of engaging consumers. The firm rated 100 brands together, then by their respective categories: hotel, retail, banking and casual dining. The leaders in apparel: J. Crew, Nine West, Ann Taylor, Aeropostale, Chico’s, Guess and American Eagle Outfitters.