All of the significant authentication schemes are built to validate the customer, and none validate the vendor.
When your bank or mobile provider gives you a call : how do you know it's them? They start asking you for personal data right away, but you have no idea who you are sharing information with.
We need "mutual authentication" including better identity, trust, challenge-response and more. Customers should be able to validate who they are talking to before even sharing their own credentials.