A new survey by insight agency, Brandspeak, has revealed a significant increase in customer confidence for mobile and broadband providers while confidence in the UK's key institutions is at an all time low.

According to Brandspeak's customer provider fairness survey, Microsoft, Vodafone, Orange, O2, 3 and T-Mobile were among the providers identified in the survey. Of over 2,000 people surveyed, 80 percent thought that O2 was committed to the fair treatment of its customers. In addition, Microsoft and Orange also scored highly, with 77 percent and 73 percent respectively. In contrast, only 63 percent of 3's customers felt that the brand's aims were aligned to their own and that it was acting in the customer's best interests.

30 percent of those surveyed said they felt mobile phone and broadband providers treated their customers very fairly, while only five percent of people thought Number 10 was a fair institution. Over 36 percent felt that the country's financial services providers have also been less fair in their treatment of customers, with banks faring amongst the worst.

Imposing unnecessary and inflated charges and not looking after their customers' invested interests were two of the top fairness issues for financial services consumers. The report indicates that more people are placing trust and confidence in the telecoms industry rather than more traditional institutions.

Traditional Institutions now run the risk of being usurped by big brand telecoms that are considered to be more adept at putting their customers first. Of those surveyed, only 1 percent reported significant improvements in the way Number 10 and local councils treated the electorate.

While 56 percent of banking customers are reported to have found little or no difference in the way their current accounts are managed, only 24 percent feel that they are getting a fairer deal. This is compared to 44 percent of consumers who believe that broadband and mobile providers have become more committed to their customers.

Telecoms now holds a strong position to dictate the fairness agenda. By providing a quality, customer focussed service, the industry may only further widen the gap of customer trust in the financial services, by demonstrating its own commitment to the customer.

Amongst the banks surveyed, Barclays and Royal Bank of Scotland were seen by current account customers to be the most fair in their customer commitment.

With expertise in fairness methodology, managing director of Brandspeak, Jeremy Braune, said: "The telecoms industry is still relatively young compared to our financial and governmental institutions; however, in terms of their products, their pricing and their operational delivery they have shown a willingness and ability to adapt to the needs of the consumer in a way that some other sectors have not. Retailers have actually been promoting fairness on the consumer's terms for years, and this is beginning to pay dividends in consumer response."

Methodology

Sample of 2,193 Great Britain adults aged 18+, weighted to be representative of the Great British population.