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Internet service provider (ISP) AOL Broadband has been slammed for customer service inadequacies in a new Which? report.

The consumer lobby organisation recently carried out a study of 75 UK businesses, comparing them against a range of consumer satisfaction criteria, and AOL finished in last place.

AOL was given a customer service rating of just 44 per cent, compared to the 89 per cent received by financier First Direct, which topped the chart.

Fellow ISP TalkTalk fared little better in the Which? study, earning a score of just 45 per cent - good enough for joint second-bottom in the rankings.

Which? Chief Executive Peter Vicary-Smith said that offering good customer service "should be a priority for any business".

"It beggars belief that so many big name brands still fail to grasp such a basic concept," he stated.

"We're urging people to vote with their feet if they're treated badly and take their custom to where it will be valued."

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