Companies should pay attention to how they interact with customers, as a new poll shows that people prioritise feeling valued by businesses.

A survey of 1,000 Irish consumers found that three in four say communication that makes them feel valued is a top factor or the most important factor when doing business with a company.

Six in ten said they would cease doing business with a company if they didn't feel valued, as well as reasons such as not having their problem resolved (73%), being ghosted by a support representative (68%), or taking too long to get a response (65%).

The research, carried out on behalf of Intercom, also found while personal, friendly communication strengthens the relationship between businesses and their customers, over-familiarity that isn't authentic can backfire.

Almost 40% of customers said that tone is key. Consumers say they would take their business elsewhere if a customer support agent didn't treat them as an individual, while other turn-offs include using cringe-worthy language (29%), trying too hard with inauthentic communication (28%), or using too many emojis (20%).

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But the influence of the younger generation influence may make informality the norm in the future, as 64% of Generation Z respondents said they prefer a casual approach.

When ranking industries, consumers say supermarkets and hotels have the best customer support, while airlines have been the most disappointing.

Intercom's vice president of customer support, Declan Ivory, said: "Consumer expectations for customer support are evolving and as we face an impending recession it's important to listen to them or risk losing their business.

"These results underscore the need for urgency in providing personalised support and showing your customers you value them, which will be crucial in today's climate where retaining your customer base is critical."