When it comes to banking and insurance, service appears to be polarised in the UK.

Small numbers of financial companies are delivering really great service to customers, while a large majority are only so-so in the eyes of customers.

Regardless of the product or service areas in question – whether current accounts, credit cards, motor insurance or mortgages – a minority of companies stand head and shoulders above the rest.

Despite the fierce levels of competition across the market, only a handful of groups have embraced first class customer service as a means of differentiating and boosting the overall customer experience.

The Moneywise Customer Service 2010 awards, to be announced in June, will reveal which companies are winning over the hearts and minds of British consumers.

Two years on from the largest financial meltdown in a lifetime, and many consumers now perceive the banking and insurance industry in much less esteem as they had previously.

However some companies are really stepping up to the plate to deliver on the promises they make and rebuilding the trust that was lost in the industry.

The research behind the awards was conducted by independent UK research group, CoreData, and involved more than 10,000 people.

The sample allowed for some interesting assessments to be made of consumer behaviour from a range of perspectives – sex, age, region, income & assets etc.

Using regional differences as an example, a number of idiosyncrasies were identified.

Interestingly people living in East Anglia, North West England or Northern Ireland are more likely to have home insurance than those in other parts of the country.

Of all the regions in Britain, Londoners are least likely to have life insurance, perhaps reflecting the younger demographic of those living in the capital and also the higher proportion of foreign nationals living in the city relative to the rest of the country.

However, Londoners are financially active in other areas though. Eight per cent more Londoners have one or more credit cards than those living in the Midlands, for example.

People living in South East England are twice as likely to have private medical insurance as those living in South West England.

Meanwhile, broadly speaking there are four types of consumer in Britain when it comes to financial matters.

1. Reasonably Secure Worriers – Brand Loyal
2. Insecure Worriers – No Brand, Quality or Service Affection
3. Secure Jones’
4. Secure Consumerists – Want it All

The Secure Consumerists and Insecure Worriers are the biggest segments of the market, occupying 37% and 35% respectively.

Secure Jones’ are 23% of the market while the Reasonably Secure Worriers only make up 5% of the market.

On a side note some other intriguing standouts were that males are more likely to have credit cards than females – and of those who do they are almost twice as likely to have a staggering five or more cards – 10.4% v 6.2%.

More females prefer face-to-face banking than males, while almost 50% of males prefer online banking compared to only 40% of females as the primary way to interact with their main banking institution.