O2 has taken the brave step of offering all its customers a Fair Deal. From today any existing O2 customers, be they Pay and Go or on a contract, will be given the same handsets and tariffs as new customers when they come to upgrade – as well as being rewarded with O2 Treats to say “Thank you” for their loyalty.

Sally Cowdry, O2 UK’s Marketing Director, explains: “We want our customers to be the happiest and most loyal. They said ‘why shouldn’t existing customers get the same as new ones?’ And they’re absolutely right. All O2 customers should always get the best O2 has to offer.”

According to O2 its research found that customers simply don’t trust that mobile operators are giving them the best deal, mainly because the multiplicity of offers is confusing and off-putting.

It answer, Fair Deal is available through all direct channels – online, over the phone and in all O2 shops and comes as part of O2’s policy of putting its customers at the heart of everything it does.

The Customer Promise has included O2 Rewards (the UK’s first loyalty programme for pre-pay customers that gives them 10% of top-ups back every 3 months, a response to the insight that this segment did not feel valued) and unique, differentiated offers for customers who shop direct, including the recent Long Weekends programme, where customers can get free calls through Saturday, Sunday and Monday.

The offer will be supported by an above the line advertising campaign that launches on 29th January.