Consumers' number one complaint with business' service is being left on hold too long on the telephone, according to new research.

The National Consumer Council (NCC) study reveals that 46 per cent of people find long hold times to be the most annoying customer service failure.

One-third of respondents cited incompetent call centre staff, being passed around on voice-activated systems and condescending treatment as the worst in service no-nos.

Philip Cullum, NCC deputy chief executive, commented: "Companies often live or die by the quality of their customer service - so it's astonishing to see how many still haven't got the basics right.

"Leaving people hanging on the phone - the top consumer gripe - isn't only unacceptable but could also slash company profits, as people get fed up and take their business elsewhere."

Small and medium-sized businesses (SMEs) may want to take heed of the fact that 71 per cent of people said that company managers are out of touch with consumers.

The NCC works on behalf of consumers across the UK.