Its Customer Quotient (CQ) index is based on measuring a company’s capacity to relate to its customers and build strong relationships. It measures five key attributes of brand behaviour that customers value: customer experience, emotional reward, relevance, openness and empathy.

These correlate with predictors of growth including revenue, return on assets and likelihood to recommend.

Lloyds Pharmacy excelled for its customer experience at a time when the NHS is under financial pressure and customers have more interaction with their pharmacist. Among the services it is offering are repeat prescriptions delivered to the home and frontline staff are given the autonomy to make decisions that are best for the customer.

The agency created its Customer Quotient Report 2016 by surveying a nationally representative sample of more than 4,000 UK consumers (and 20,000 in the US).