Brand Keys, a research firm devoted to cosumer behavior metrics, just updated its 2011 Customer Loyalty Engagement Index, which examines more than 500 big name brands in almost 80 categories.

By using psychological assessments and statistical customer analyses, Brand Keys determines how brands exceed what consumers expect, and how loyal consumers will be to those brands in the future.

Yes, there is an insurance category, with the top performers being pretty much what you'd expect:

  1. New York Life
  2. MetLife
  3. The Hartford
  4. AXA
  5. Travelers
  6. ING
  7. Prudential
  8. Aetna

More interesting from a broader perspective is the Top 20 ranking of a cross-section of brands with the most loyal customers. They are:

  1. Amazon
  2. Apple
  3. Facebook
  4. Samsung (cell phone)
  5. Apple (computer)
  6. Zappos
  7. Hyundai
  8. Kindle
  9. Patron
  10. Mary Kay
  11. Crest Whitestrips
  12. Dunkin' Donuts (coffee)
  13. Walmart
  14. Maybelline
  15. Grey Goose
  16. Google
  17. Ketel One
  18. L'Oreal (hair color)
  19. LG (cell phone)
  20. Twitter

Independent insurance agents can learn a lot from the names on this list. In an industry where customer choice is a live-or-die proposition, it pays to examine the choices and expectations buyers have for non-insurance products–which will invariably transfer to their insurance choices, whether they're commercial or personal.

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