A new study released this week from CFI Group said customers would prefer to get their communication service bundles from telecoms by a 2-to-1 margin if given the choice.

Despite this, the Telecom-Cable Industry Satisfaction Study said cable companies still provide these bundles to twice as many consumers. But AT&T and Verizon are making headway in their fiber-optic networks (U-Verse and FiOS, respectively) that enable them to deliver voice, Internet, and video to an increasing number of customers.

"The cable companies are asleep at the wheel if they don't see the threat from the telecoms," said Phil Doriot, program director for CFI Group, in a statement. "But the network upgrades aren't going to happen overnight, so cable companies still have the opportunity to improve their customer service and cover their Achilles' heel."

The survey, which covered more than 1,200 households, said high rates and poor customer service were the two biggest reasons customers would consider leaving cable companies. Additionally, the ability for the telecoms to bundle in wireless service, or quadruple plays, gives them a competitive advantage.

"Without a wireless play, cable companies aren't future-proofing their bundles, but new technologies like WiMax might change the game," Doriot said.

The ability to offer quad plays could be the major reason Comcast and Time Warner are investing heavily in Sprint's WiMax venture. In the long run, though, CFI said consumers stand to benefit the most from increased competition between the telecoms and cable companies.

"Telecoms have no choice but to upgrade their systems to offer video and faster Internet because they are losing customers to cable," said Doriot. "That should bring more choice to the marketplace, stem the price hikes, and raise the satisfaction bar for the whole industry."