After announcing its decision to move all customer service operations ‘on-shore’ earlier this year, EE has declared that customer complaints have dropped by a substantial 50 per cent.

Along with other big firms, its strategy to move customer operations abroad to cut costs ultimately backfired on the provider, as many consumers reported poor levels of service and, as a result, switched to competitors.

CEO of EE, Marc Allera, said in a statement: “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.”

He continued: “There’s still more we want to achieve and we’re creating over 550 additional service jobs here in the UK to fully onshore all customer service roles, and provide the best possible experience for our customers.”