All customer services calls from EE subscribers are now being answered in the UK and Ireland, the UK network operator has announced.

EE said in April that it would move all overseas call centres back to the UK and Ireland in a bid to improve customer satisfaction.

Its pay-monthly base is now served entirely by UK and Irish call centres. It claimed complaints to UK regulator Ofcom have fallen by 50 percent year-on-year as a consequence.

The operator said it has created 500 new customer services roles in the UK since the start of the year, and will recruit 550 more staff by its end as it seeks also to have customer services calls from all of its prepaid and fixed broadband customers answered by staff based in the UK.

It has earmarked 130 new roles in North Tyneside, 130 in Darlington, 140 in Plymouth and 150 in Merthyr Tydfil to handle all calls from its prepaid and fixed broadband customers.

Ofcom’s latest complaints data report shows UK complains about EE have declined for three consecutive quarters, and are now below the industry average with around six complains per 100,000 customers.

Marc Allera, CEO of EE, said: "Earlier this year, we set out ambitions to transform the experience and service we provide our customers, including returning all customer service roles to the UK and Ireland. We’ve had fantastic feedback from our customers about the changes we’ve made so far and the number of complaints has plummeted - but we’re not stopping there."

When it rubber-stamped the purchase of EE in January, BT said it wanted to handle 80 percent of all of its customer service enquiries at home, and would create 1,000 new jobs to reverse its poor customer satisfaction scores.

Meanwhile, EE said it is on plan to deliver 4G LTE coverage to 95 percent of the UK landmass by 2020, up from around 60 percent in April, and significantly beyond the traditional reach of 2G and 3G coverage.

In total, BT is investing £6 billion over the next three years to expand its fibre and 4G networks, and improve its customer experience, with plans to deploy fibre broadband to a minimum of 10 million homes and businesses by 2020.

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