Thursday 28 April 2016

EE Aims to Improve 4G and Relocate Customer Services in UK


EE Bringing Customer Service Operation Back to UK

After being branded as one of the worst mobile networks for customer satisfaction of UK, EE is making attempts of bringing its customer service operation back to the UK. The operator has mentioned that 100% of its customer service calls would be controlled in the UK and Ireland towards the end of 2016, giving rise to 600 new jobs in Merthyr, North Tyneside, Plymouth and Ireland.

Marc Allera, the new boss of the company had stated that EE had already improved customer satisfaction and reduced complaints by 50% by creating 1,400 new service jobs in UK and Ireland since 2014. He had stated that they are creating 600 additional jobs to handle all EE customer service calls in the UK and Ireland by the end of this year, offering the best possible experience for the customers.

 Alex Neill, director of campaigns and communications for Which, had stated that telecoms are a vital part of present life and providers need to begin delivering for their customers. EE had also made an announcement of a major investment in rural 4G coverage with a pledge to cover 95% of the landmass of UK by 2020.

Vital Aim of Covering Whole of UK with 4G

Usually mobile operators have focused on population coverage which means that the majority of investment has been put in providing 4G in cities and towns, where the population density seems to be the highest.

Though presently EE coverage has reached over 95% of the UK population, it has only reached about 60% of UK geography which means that large paths of the country does not have 4G coverage at all. Allera has stated that customers desire 4G speeds wherever they go and mobile operators are too used to saying `no’ to new coverage.

He further added that presently they have an ambition to go further than any operator has ever gone and with the vital aim of covering the whole UK with 4G. EE had made this commitment by switching on 4G in Shetland and the Isles of Scilly, which is almost 1,000 miles apart at the opposite ends of the UK.

EE to Build More New Cell Sites

This has been possible due to the fibre broadband links installed by BT which had recently closed its £12.5 billion acquisition of EE. EE intends to build more than 750 new cell sites all over the country, as part of its rural 4G rollout. Mr Allera has stated that the demand for 4G could help mobile network challenge public opposition to infrastructure like transmitter mast need to enable it.

The barriers needed to overcome are around how fast and easy it can get access to these sites as well as how to ensure that we do not have landlords who can charge ransom rates that would make it prohibitive to get a solution. He further informed that EE is working with the government in tackling the issue. Matthew Howett, Ovum analyst mentioned that reforms are vital for the success of the strategy and unless the government takes a lead on ensuring fair and reasonable access and site rentals, EE hopes 95% coverage will be apprehensive with difficulty.

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