BT's Chief Executive has acknowledged that the quality of its broadband service needs to improve.
In an unusual step, Gavin Patterson accepted that some people are angry because they feel they have been let down too often.
"Some suffer from slow speeds, some are irate because they don’t know when faster broadband may reach their home, and others don’t believe they are being listened to," he commented.
"I want to apologise and explain how we are moving up a gear to ensure we do better."
Writing in the Telegraph, Mr Patterson highlighted customer service as one priority for the firm and said it is making changes in this area.
For instance, he said call centre jobs are being brought back to the UK, while it has pledged to halve the number of missed appointments where Openreach is at fault within a year.
Mr Patterson also insisted that BT's fibre broadband rollout has been one of the fastest in the world, with 25,000 promises being added to the network every week.
Furthermore, he noted that BT achieved the government's target of helping 90 per cent of premises get access to superfast broadband and is on course to achieve 95 per cent penetration by next year.
Nevertheless, Mr Patterson said he is "under no illusions" about the strength of feeling concerning broadband services across the country.
"Let me be clear: we do understand and, more importantly than that, we are hard at work to help," he stated.
Mr Patterson added that while the government wants every UK property to be able to access broadband speeds of at least 10Mbps, the vast majority actually receive "far more". He pointed out that while ministers want to underpin their intentions on better broadband with legislation, BT intends to "crack on with our efforts to help" regardless of whether or not a new law is in place.