Mobile operator O2 has invested in a new piece of call centre software known as Jacada in an effort to improve its customer retention services – the process operators follow when trying to dissuade customers from defecting to other networks.

The Inquirer reports that O2’s 850-strong retentions team will soon be using the software to allow them to quickly access the company’s selection of new contracts and deals that be offered to customers who are eying up deals from rival firms.

This often involves matching a rival’s tariff, discounting existing tariffs, offering handset upgrades or even extras such as headsets.

The importance of the issue was highlighted recently when Vodafone announced that it had lost 27,000 customers to rival networks in its last financial quarter – a process known in the industry as ‘churn’.

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