A polite ‘good morning’ and a cheery sounding voice is how most of us like to be addressed by the businesses we contact, according to research by Standard Life Healthcare.

The study found that 69% of people prefer a more formal greeting such as ‘good morning’ and 22% liked ‘hello’. However, the more casual ‘hi’ was almost beyond the pale, with fewer than one in ten preferring that.

It revealed that 53% prefer to be called by their title and surname, 59% of women, compared to 47% of men.

The study found that only 36% like to be called by their first name, although the younger the person the more acceptable it is. People aged over 35 much prefer title and surname compared to any other age group.