Earlier this month the Institute of Customer Service published findings from its latest survey of British consumers which asks them to rank mainstream brands according to how well they satisfy their needs.

Perhaps unsurprisingly, it was e-commerce giant Amazon which retained the title of the nation’s most responsive and approachable brand when it comes to the support services it offers. This is the sixth time in a row that the retailer has managed to outdo a number of established rivals and take the top spot, according to the Daily Mail.

Interestingly, the gap between Amazon and second place John Lewis was very narrow, with just 0.2 points separating the pair. This suggests that even with its mastery of safe shopping online, Amazon is only just managing to stay ahead of its department store rival.

The rest of the top 10 was made up of a combination of banking brands and retailers, with Next taking joint third place alongside the Yorkshire Bank. Only Netflix was the outlier in this respect, as the streaming site has managed to claw its way up from relative obscurity and is clearly impressing consumers with its customer services.

Iceland was the highest ranked supermarket, taking tenth place overall and outdoing other outlets like Tesco and Sainsbury’s. Its low prices and plentiful delivery options for customers who buy online are obviously backed up by a well established support system.

Report spokesperson, Jo Causon, said that in spite of some brands managing to move up in the rankings, there was actually a slight dip in the overall satisfaction levels expressed by consumers. This suggests that expectations are growing and that retailers will need to do more to cater to customers if they want to win their loyalty in the long term.