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Virgin Media's new corporate structure aims to provide a better level of service for customers, according to a company spokesperson.

Trevor Coleman, group procurement and supply chain director for the firm, has stated that the company looks to ensure that they are providing customers with the best equipment for their broadband, telephone and TV needs.

"It's not all about getting this cheap as chips," he said.

"What's important to us is introducing robust products that deliver good service to the customer."

Speaking to Supply Management, he stated that it is important for the company to maintain a level of expertise in sourcing the best new technologies in order to provide the best available products.

Mr Coleman argued that good customer experience is an important aspect of the corporate strategy because it helps to reduce the company's churn rate - the number of people who switch suppliers to find better service.

Virgin Media has recently announced a number of packages designed to improve the services it provides to its customers, including a speed upgrade for its broadband clients and the development of a new 50 MB high-speed data network.

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