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BT has promised to expand its UK-based customer service offering, by creating hundreds of new jobs over the next year and beyond.

In a bid to enhance its customer service offering, which has lagged behind rivals such as Sky and Plusnet in recent years, BT is aiming to boost the UK profile of its contact centres.

This will mean ensuring that more than 80% of its customer service call centre staff are located in the UK by the end of 2016.

The company has already created more than 1,000 new UK jobs in preparation to meet the commitment, and has pledged to create hundreds more positions in the UK over the next 12 months.

It is part of a wider effort from BT to overhaul its service offering customers, which will include assigning dedicated relationship managers to support customers with complex issues, and offering more online support with its My BT app.

However, it will continue to outsource some of its back office work and certain functions that do not involve taking customers’ calls offshore.

As well as investing in new systems to assist its advisors, the company will spend "millions of pounds" on improving the general customer experience, said John Petter, Chief Executive of BT Consumer.

"Our customers have told us that they would prefer to speak to a contact centre in the UK when they call us," he explained.

Mr Petter pointed out that when BT Mobile was launched earlier in 2012, the company located customer service in the UK, and it has been well received, leading to other aspects of the wider business being considered.

He added: "This move will secure thousands of existing UK jobs and create new UK jobs. We believe that now is the right time to commit more investment to the UK and that this is something that customers will appreciate."

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