A survey among 2506 Australian consumers has found that 74 per cent believe that brands lie to them in their marketing communications.

Customology, a Brisbane-based business focussed on customer life cycle management, identified disquiet and disappointment among customers.

Chief executive Mark James says having spent heavily to acquire new customers, brands "treat them like transactions" and a marketing database.

"Customers are feeling lied to and over-marketed to," he says.

The research showed that 77 per cent believed new customers got better incentives than loyal one; 55 per cent didn't believe they were rewarded for their loyalty; and 63 per cent believed they should be rewarded for referrals.

"Customers feel that when brands do speak to them, it's a half truth," says James, noting how vocal customers were.

The report, titled The Unspoken Customer, can be downloaded from customology.com.au