Consumers prefer to speak to call centre workers a Queen's English accent, according to a new study.
Research by YouGov has revealed that 52 per cent of respondents said that Queen's English was their favourite accent.
Meanwhile, 34 per cent said that they preferred to speak to a call centre agent from Scotland, with 26 per cent saying that a Welsh twang was their preference.
Yorkshire and Geordie accents completed the top five, attracting 24 and 19 per cent of the votes respectively.
Ian Turner, northern European general manager for Nuance Communications, commissioners of the study, said: "Some of the world's biggest companies invest millions of pounds each year ensuring that the way their brands 'look' and 'feel' reflect the values and beliefs of the brand.
"Yet very few organisations actually think about how their brand 'speaks', despite the fact that the vast majority of customer service communication and advertising is based on listening."
The study ranked Liverpool, Birmingham and Cockney accents as among consumers' least favourites.
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telecommunications