Extra training at heart of O2 overhaul

Mobile phone retailer O2 is doubling its annual investment in training as part of a multimillion-pound overhaul of its stores, according to reports.

The move follows similar renewed focus on both training and customer care by the Orange and T-Mobile chains.

Stephen Shurrock, O2 UK's consumer sales director, told Mobile News the investment in training goes "hand-in-hand" with efforts to renovate the firm's retail estate.

"The investment in staff training for 2009 is double 2008's figure, which was in turn double the money we invested in 2007," he remarked.

Mr Shurrock added that, as technology is becoming "increasingly complicated", customers need a retailer and a network offering them expert service and advice.

Earlier this year, another high-street mobile giant implemented experienced-based sales and customer care training for staff amid speculation about Ofcom's six-month investigation into allegations of mis-selling in the sector.

The communications regulator's probe culminated this week, with Phones 4U agreeing to "rein in" particular selling practices and cease breaching consumer protection laws with regard to mobile contracts and handset sales.