Internet service provider (ISP) O2 has chosen to centralise its UK-based customer support divisions.

The broadband provider has agreed a new £10 million, five-year contract with managed services firm Datapoint, which has created a virtual, multi-channel contact centre linking the various O2 contact operations.

At present, the ISP employs 6,000 customer services agents across centres in Warrington, Leeds, Bury, Rotherham, Manchester and Glasgow – fielding 80 million phone calls per year.

O2 hopes the outsourcing agreement will enable it to open new communications channels with subscribers and improve satisfaction and retention rates.

Gareth Turpin, Head of Strategy and Operations, Sales & Service at O2, said the ISP is looking to double its number of customer 'fans' by the end of 2011.

He said that O2 is aiming to improve service levels irrespective of how customers want to contact the firm – whether via the phone or social media using their broadband connection.