"Improve it's customer sevice record"?
Not the main problem.
The main problem for anyone outside of a major city center and/or not on '4GEE' is that their signal and data speeds are, at best piss-poor, and nominally uter shite.
I have posted numerous 'complaints' on this on twitter, to be met with similar responses as those shown (can you DM us, PLEASE!!!) to just being flat out ignored.
Orange/EE give me the impression that if you're not a '4GEE' customer they couldn't really give a rat's arse what your reception is like.
Biting the hand that feeds IT
