EE is to bring 600 customer service roles back to the UK in a bid to improve its customer experience.
The UK operator, now part of BT, promised that all customer calls will be answered in the UK and Ireland by the end of the year.
Pay Monthly customers will be the first to benefit, with every such call handled in the UK by the end of June.
EE was the worst performing mobile operator for customer service last year, significantly behind leader O2 according to Ofcom’s annual survey.
Last July, the company was fined £1 million by Ofcom for its failures in this area.
However, its performance is improving with the number of complaints per 100,000 customers more than halving between Q1 2014 and the end of last year.
EE Chief Executive Marc Allera said: “We’re bringing 100 percent of our EE customer service calls back to the UK and Ireland.
“We’ve already seen a major boost in customer satisfaction by creating 1,400 new service jobs here since 2014.
“Now we’re creating 600 additional jobs to handle all EE customer service calls in the UK and Ireland by the end of this year, providing the best possible experience for our customers.”
The company also announced plans to expand 4G coverage from 60 percent of UK landmass to 95 percent.
CCS Insight Analyst Kester Mann commented: EE’s focus on customer service follows a number of recent challenges in this area.
“In July 2015, the company was fined £1 million by Ofcom for failing to comply with rules on handling complaints.
“It has also consistently generated more complaints than the industry average over the past two years according to Ofcom, although the number has been sharply receding.”