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Starting the 29th of January, O2 is giving both new and existing customers a ‘Fair Deal’ as a thank you for their customer loyalty, though it is unlikely to challenge the huge cashback offers possible for new customers.

With all the latest mobile companies promoting what they feel are their ‘best offers’, O2 has today released a Fair Deal for all its customers. This entails giving both new and existing customers the same handsets and tariffs, as a thank you for customer loyalty to the firm.

The real problem for many operators is the lack of trust customers have in their new offers and promotions.  They fail to believe that the firm is giving them the best deal possible, and that they are only out to squeeze as much money out of them as possible. The deals they are offered are often confusing and off-putting, and deter many people from actually making a purchase.

Because of this, O2 have promised its customers ease and simplicity and has made Fair Deal available online, over the phone and in all O2 shops. This ensures customers will receive the best experience when choosing their new phone, no matter how they chose to shop.

The move comes as part of O2’s policy of putting its customers at the heart of everything is does. This forms part of the customer promise which was adopted two years ago after O2 researched exactly what its 17 million customers want. 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 three months) and unique offers for customers who shop direct, including the recent Long Weekends programme, where customers can get free calls through Saturday, Sunday and Monday.

Although this will go some way to improving deals for existing customers it is very unlikely that O2 are willing to offer cashback deals to rival those offered by companies who sell their products for them such as Coolnewmobile, The Mobile Outlet and even huge high street chains such as the Carphone Warehouse, meaning consumers can still get better deals as new customers elsewhere.

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