There’s plenty of lip service paid today to the importance of customer service, but a new study suggests brands are failing miserably at delivering it. Social media, it turns out, isn’t making things any better.

In any given year, more than 80 percent of consumers try to reach a brand, and for most of them, it’s an exercise in frustration, according to new data from The Northridge Group. Fifty-five percent say they need to use two or more communication channels to contact a company or brand before an issue is resolved. In general, 44 percent of consumers say companies don’t make it easy to contact them.

As for social media, 77 percent of consumers say they use social channels to contact companies at least as much as they did a year ago, but one in five never even get a response, Northridge found.

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