When it comes to building brand loyalty, there’s a certain cocktail of qualities that will get you further than others.
Customers are more likely to return to brands that hold strong company values, demonstrate innovation and are highly recommended by others, according to a recent survey by market research company BrandSpark International.
And in the competitive world of insurance, it seems like there’s one company that’s hitting all the marks for Canadian customers.
Intact Insurance ranks first in two categories on BrandSpark’s list of Canada’s most “trusted brands”: auto insurance and home insurance. The list is based on the votes of 6,900 Canadians, who also cast their ballots for their favourite E-commerce brands, as well as other services.
Sun Life and Manulife were voted the most trusted brands for life insurance, while CAA took the prize for best travel insurance.
In addition to speaking out about which qualities drew them to a brand, Canadians also told BrandSpark which qualities turned them off. One in two respondents said that they’ve lost trust in a service provider when they were hit with hidden fees and rising prices. Not being able to easily find resolutions for complaints also negatively impacts customer trust.
“With the similarity of many service offerings, companies must race to acquire a strong consumer base, and then continually meet those consumers’ needs to prevent them from switching to a competitor,” said Robert Levy, president of BrandSpark.
“Trust is an important deciding factor for consumers.”
PC Optimum, SkipTheDishes, Vidéotron, Spotify and Expedia are among the other service providers that were voted “most trusted” in other BrandSpark categories. Notably, RBC, TD and Scotiabank tied as the most trusted mortgage providers in Canada, while Desjardins won the top spot in Quebec.
Here are the best brands by category:
|Services Category||2019 Winning Brand(s)|
|Alarm service||ADT Security Services|
|Auto Classifieds (Online)*||autoTRADER.ca|
|Auto Insurance Provider||Intact Insurance|
|Auto Repair Service Chain*||Canadian Tire|
|Buy and Sell Classifieds (Online)*||Kijiji|
|Cashback Rewards Credit Card*||Capital One Costco|
|Cellular Network Provider||TELUS / Rogers / Bell (tie)|
|Cellular Network Provider (West)*||TELUS|
|Cellular Network Provider (Ontario)*||Rogers|
|Cellular Network Provider (Québec)*||Vidéotron|
|Cellular Network Provider (Atlantic)*||Bell|
|Cruise line*||Norwegian / Royal Caribbean (tie)|
|Discount Cellular Service Provider*||Koodo Mobile|
|Flight Booking Service*||Expedia|
|Food Delivery App/Site*||SkipTheDishes|
|Gym / Fitness Facility*||GoodLife Fitness|
|Health Insurance*||Blue Cross|
|High Speed Internet Provider||Bell|
|Home Insurance Provider||Intact Insurance|
|Hotel Booking Site*||Expedia|
|Investment Management Service*||RBC / TD (tie)|
|Life Insurance Provider||Sun Life / Manulife (tie)|
|Life Insurance Provider (Québec)*||Industrielle Alliance|
|Loyalty Program||PC Optimum|
|Meal Kit Delivery Service*||Goodfood|
|Mortgage Provider*||RBC / Scotiabank / TD (tie)|
|Mortgage Provider (Québec)*||Desjardins|
|Music Streaming Service*||Spotify|
|Oil Change Service Chain*||Mr. Lube|
|Real Estate Agency/Brokerage||RE/MAX|
|Travel Insurance Provider*||CAA|
|Truck Rental Service*||U-Haul|
|TV Nightly News*||CTV|
|TV Service Provider||Bell|
|Vacation Package Provider*||Expedia|
|Weight Loss Program||Weight Watchers|