AO is to create over 250 jobs at its Bolton headquarters.
The online electricals retailer is expanding its customer service team while successful applicants will have the opportunity to receive a pay rise of 20% within a year. The company said the jobs will have a starting salary of £24,000.
AO added that its contact centre agents have already had pay increases of over 20% in the past 12 months, along with a £400/month performance-based bonus..
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Jo Salisbury, head of contact centre transformation at AO, said: "Making customers happy is at the heart of everything we do and as such, we are delighted to be investing heavily in our people - especially the ones who speak to our customers and are exceptional in the moments that matter.
"AO now has over 400,000 positive Trust Pilot reviews and they haven’t happened by accident – we have the right people delivering the best proposition to our customers and we wanted to reward them with a new progression pathway.
"Our customer service specialists go through AO’s Academy process, seeing them grow and develop their existing customer service skills.
"All colleagues will then have the opportunity to progress every three months, through four achievable development bands, to the stage where they are an expert on all things AO and earning a fantastic £31,000.
"Our contact centre has a fantastic atmosphere, a calendar loaded with awards days, incentives, and social activities to keep the energy high and recognition front of mind."
Though the customer service development pathway is a recent introduction, there are many colleagues who have taken advantage of career development opportunities in the AO contact centre.
In February, AO upped it annual earnings outlook for the third time in just over three months after it said its cost-cutting efforts were paying off.
The business said its profitability has seen a better-than-expected improvement as it drives cost savings thanks to a "resilient" customer base.
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