Customer Loyalty Shifts: Mega Coffee, Karrot, and ChatGPT Lead in Revisit Rankings
Customer loyalty is increasingly tied to consistent experiences rather than brand awareness, according to a recent survey by KPC. The findings, released on , highlight a shift in how brands are evaluated, with companies like Mega Coffee, Karrot, and surprisingly, ChatGPT, topping the charts for customer revisits.
The KPC survey focused on analyzing why customers return to specific brands, moving beyond traditional metrics like advertising spend or brand recognition. This approach emphasizes the importance of real-world usage and the consistency of the customer experience. The results reveal a sector-specific trend, with Mega Coffee and BHC ranking highest in the daily consumption category.
The Rise of ChatGPT in Customer Loyalty
Perhaps the most notable development is the rapid ascent of ChatGPT in customer loyalty rankings. The AI platform, which entered the Brand Keys Loyalty Leaders List last year, has jumped significantly, now ranking at number 8, a substantial increase from its position at number 40 in the previous year, as reported by MediaPost. This demonstrates a growing reliance on, and loyalty to, AI-powered services.
This surge in loyalty for ChatGPT aligns with broader trends in AI adoption. While the technology is still relatively new, its ability to provide consistent and useful responses appears to be fostering a strong sense of customer engagement. The 2025 annual Loyalty Leaders List, assessing 1,485 brands across 145 industry categories, confirms this trend.
Broader Loyalty Landscape: Apple Remains Dominant, Others Struggle
While ChatGPT’s rise is striking, the overall landscape of customer loyalty remains relatively stable at the top. Apple continues to lead in customer loyalty in the United States, maintaining its dominance for the third consecutive year, according to Brand Keys’ latest annual report from . Amazon follows in second place for Online Retail, a position it held for five years prior to Apple’s recent streak.
However, the report also reveals significant shifts for other brands. TikTok has climbed two spots to number three for Social Networking, while Domino’s and Netflix have each dropped one position to fourth and fifth, respectively, for Pizza and Video Streaming. These movements underscore the dynamic nature of customer preferences and the importance of consistently meeting expectations.
Amazon’s performance has been particularly volatile in the Video Streaming category. After rising from #26 in 2021 to #10 last year, Apple TV has fallen back down to #22. Amazon itself experienced a decline, dropping from #9 to #16 in the same category. This suggests increased competition and evolving consumer demands within the streaming market.
The Cost of Losing Loyalty: Chobani, UPS, and Sam’s Club
The Brand Keys report also highlights brands that have experienced a decline in customer loyalty. Chobani suffered the largest fall, dropping 18 spots to #48. UPS and Sam’s Club both fell 16 spots, landing at #39 and #73, respectively. These declines serve as a cautionary tale, demonstrating the potential consequences of failing to maintain customer engagement.
The Value of Loyalty: Statistics and Drivers
The financial benefits of customer loyalty are substantial. According to data from Capital One Shopping, approximately 65% of retail business comes from loyal customers, who spend 67% more on average per purchase than new customers. Upwards of 80% of Americans are loyal to at least one brand, and globally, 74% of consumers report brand loyalty.
A 5% increase in customer loyalty can lead to a 25%–95% increase in profits, highlighting the direct correlation between loyalty and financial performance. The average U.S. Consumer is enrolled in 17 loyalty programs, with a 51% active participation rate, indicating a willingness to engage with brands that offer rewards and recognition.
Several key factors drive brand loyalty. Customer service is paramount, with 82% of American consumers considering it the most important factor. Brands that share customer values (89%) and demonstrate understanding and care (79%) also enjoy higher levels of loyalty. Trustworthiness and transparency are also increasingly important, with 60% of consumers citing these as key brand traits.
The ability to offer a range of product options and maintain data privacy are also significant drivers of loyalty, with 82% and 80% of consumers respectively prioritizing these factors. Brands that can consistently meet customer expectations, provide excellent service, and demonstrate a commitment to values and privacy are best positioned to cultivate lasting loyalty.
