TalkTalk has made a number of changes to its tariff structure as it looks to regain the trust of consumers.
A year after it suffered a cyber attack that saw 95,000 customers head to rivals, the UK-based operator has unveiled what it said was a “radically simpler range” of price plans.
It promised prices will be fixed for 18 months and customers who have subscribed for at least three months could switch to another TalkTalk tariff if it offered better value.
The company has also copied Vodafone in scrapping line rental charges.
It claimed that half of its customer base stood to pay less than they currently do.
To begin with, subscribers choose from two speed packages of either up to 17MBps or up to 38MBps.
On top of this, customers can then choose to add telephony, online security and TV services.
TalkTalk said the changes had been made after the most extensive customer research in the company’s history revealed the “fury” subscribers felt about market-leading deals being reserved for new customers.
“Members of the public felt loyalty was ‘punished, rather than rewarded’,” the company said.
Tristia Harrison, TalkTalk’s Consumer Managing Director, said: “TalkTalk is changing. Nothing matters more to us than our customers and doing right by them is the right thing for our business.
“We’ve listened hard to what they’ve told us and we’re acting on it.
“People are fed up of confusing packages and loud advertising, they’re frustrated with deals which shoot up mid contract, and they hate seeing the best deals saved for new customers.
"TalkTalk entered the market as a challenger, and we’ve always saved customers money.
“But today’s changes are about more than that. We know this is an essential service that really matters to people, so it needs to be simple, affordable, reliable and fair.
“We’re determined to be the provider that makes things simple, tells the truth and most of all rewards loyalty.”
Along with Sky and Vodafone, TalkTalk has spent most of the summer criticising BT and demanding Ofcom make Openreach into a separate company.
TalkTalk saw revenues slip 0.4 percent in the three months to July as it lost 9,000 broadband and 23,000 TV customers.