UK mobile operator EE, part of the BT Group, plans to drive improvements to the EE customer experience with more UK customer service roles, while growing 4G coverage with the aspiration of taking 4G to the very edges of the UK.
The investment in coverage will focus on filling in outdoor ‘notspots’ in current 4G areas, and expanding 4G coverage from a UK-leading position of 60 per cent landmass today towards an objective of 95 per cent by 2020 – further than any mobile network has ever gone. EE is challenging the mobile industry to measure vital coverage metrics by UK geography, rather than the outdated population score used today.
According to CEO Marc Allera, for the average smartphone user, not-spots aren’t tolerated and 2G doesn’t deliver what they need. “Customers want 4G speeds everywhere they go, and mobile operators are too used to saying ‘no’ to new coverage. Today, I’m saying ‘yes’, with an ambition to go further than any operator has ever gone, and with the ultimate aim of covering the whole UK with 4G. We’re bringing 100 per cent 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.”