Everything Everywhere has announced that it is set to invest £50 million in redesigning its customer services so that it's staff can provide specialist and targeted help for users on different handsets and operating systems.
The company, which runs both Orange and T-Mobile in the UK, has said that customers will now have access to "highly trained specialist agents" who are experts on specific devices and their related operating systems.
Training will focus on the four core operating systems in the market: Apple iOS, Android, Blackberry and Windows phones.
Direct access to these trained experts will stop customers being transferred from one department to another, which has been the traditional approach to customer service, according to Everything Everywhere.
"This new service approach responds directly to how our customers are now using their devices, the service they expect and how our people look after them," said Jackie O'Leary, chief customer officer at Everything Everywhere.
The company will be launching a development academy across customer service, which will initially see 7,000 staff members receive training and possibly accreditation in the area that they choose to specialise.
This will later be extended to Retail and Online channels later in the year, which will eventually cover all 12,000 employees.
Everything Everywhere decided to roll-out this programme following a trial, which lead to double digit increases in Net Promoter Scores - a customer loyalty metric and a key measure of customer service in the UK.