Mobile phones retailer O2 is ramping up the number of technology customer service advisors in stores as part of a restructure that will see the merging of its consumer sales and customer service teams.

The retailer will increase the number of 150 specialist advisors to 450, equating to one in each O2-owned store by the middle of next year.

An O2 spokesman said: “The maturing mobile phone market means that customer experience is key to stay ahead of competitors.”

O2 is also merging its consumer sales team - which includes store, telesales and online staff - with the customer service team, to deliver a more consistent experience for customers. The consultation period for the restructure will begin in January and O2 said that it had yet to decide if the process will lead to job cuts.

The retailer has also restructured its management team in recent months, with consumer sales director Stephen Shurrock appointed as chief executive of O2 Ireland in October and O2 business sales director Ben Dowd executing his responsibilities in the interim. Customer services director Cheryl Black retires in January. A director combining these roles is yet to be appointed.