The Telecommunications Industry Ombudsman, Deirdre O'Donnell, announced this week a new approach and campaign to encourage telecommunications companies to improve their customer service to deal with a rapidly rising level of complaints.

She said the 102,463 complaints recorded last year would be exceeded this year when the TIO released its annual report in October. Ms O’Donnell flagged a big increase in complaints this year by showing a graph in her presentation with a dramatic red arrow shooting well above last year’s complaint levels. She said the figure would be released in October with the TIO’s annual report.

Ms O’Donnell said: “I made a challenge last year to the industry to lift its game, but you saw the arrow has gone way up. We will be announcing a new approach.”

She said the new approach would entail a campaign to encourage telcos to improve service, reinforce good customer service when it occurs and help member companies improve complaint handling.

“Consumer advocates are saying our industry is a mess, it’s out of control. I want to offer my services to help your industry,” said Ms O’Donnell.

She said details of the new approach and the campaign would be released with the annual report in October.

Ms O’Donnell said the increasing level of complaints was being driven by:

• Increased industry activity (19.7 million mobiles)
  
• More sophisticated services (broadband, 3G) with potential for large bills
  
• Tightening of the economy, leading to more queries about bills, services
  
• Poor customer service

Ms O'Donnell said the biggest area of complaints was customer service with one third of people seeking assistance from the TIO about "simple" customer service issues, including: being given the runaround; not being called back or written to; not being kept up to date with progress of thier complaint; failures by providers to say "sorry".