EE pledges to improve customer experience

28th Apr 2016

Mobile network provider EE has announced plans to create 600 customer service roles in the UK and Ireland, in a bid to improve customer satisfaction. 

The move, which comes after EE received one of the lowest customer satisfaction scores in a survey by consumer group Which? last week, is part of chief executive Marc Allera’s wider plan to drastically improve customer experience.

More than 100 jobs will be created in Merthyr, North Tyneside, Plymouth and Ireland by July 2016, when all EE Pay Monthly customer calls will be handled onshore. By the end of the year, an additional 500 jobs will mean that staff operating in the UK and Ireland will handle all customer calls.

The strategy will unfold alongside an expansion of EE’s 4G network – which the operator pledges will cover 95% of the UK by 2020. Allera believes the project will “go further than any operator has ever gone, with the aim of covering the whole of the UK with 4G”. 

These announcements come at a crucial time for EE. In January, the telecoms sector was the lowest performing of all 13 industries included in the Institute of Customer Service’s UK Customer Satisfaction Index (UKCSI), and EE saw only a slight improvement in its own score. 

More recently, EE and Vodafone received the lowest customer satisfaction scores in another survey that compared mobile network operators throughout the UK. The two firms scored particularly poorly for ‘ease of contact’ – something that the UKCSI shows is a priority for customers.

“The industry needs to return to customer experience as a key differentiator,” Jo Causon, the Institute’s chief executive, cautions. “Our research indicates that there is a substantial difference between those in the sector delivering quality customer service and those who need to develop their approach further.”

EE’s plans suggest the company is committed to improving communication both with, and for, its customers.

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