EE is aiming to improve its customer service record in its home broadband division by placing an increased emphasis on quality.
This year, the company has suffered a number of setbacks, including a £1 million fine from Ofcom for breaching customer complaint handling rules, and a bottom place in the regulator's ranking of major broadband providers in terms of proportion of complaints.
With 0.56 complaints per 1,000 customers, EE's performance was more than twice as bad as the company with the next highest percentage of complaints, TalkTalk, and as such EE has now embarked on a similar drive to what TalkTalk once did in an effort to turn things around.
The company is set to hire 500 more staff into its customer service department, to ensure consumer complaints and queries are dealt with quicker, and also to cope with the increase in its subscriber base over the past 12 months, which has risen from 775,000 to 919,000.
Speaking to the Financial Times, EE Chief Customer Service Officer Francoise Clemes owned up to past mistakes and set the lofty goal of becoming the best home broadband provider in the UK for customer service.
"Our broadband service continues to fall short of what our customers expect and deserve - but I want to reassure them we’re addressing this as a priority, " he commented.
"I’m not going to offer any excuses because broadband customer service has simply not been good enough - I promise all of our customers that service is our top priority, and we will fix this."