Certainly agree with that when it comes to broadband technical support.
Typically - with O2 - you will be speaking to a UK-based native-English speaking (OK, from Scotland anyway, cough!) techie and not a script-reader in an Asian call centre.
In my experience, the O2 techie listens to what you have to say and then responds in a highly logical and appropriate fashion.
I get VERY hacked off when, as happened today with BT broadband, I speak to someone who INSISTS on following a script.
I explained precisely what I'd done to try to pinpoint the cause of the intermittent connectivity problem (different socket, different modem cable, different ADSL filter, different PC - and pointing out the same problem happens on all four of the customer's PCs!) but the pesky support droid just ignored all that and insisted that I turn off the firewall on my PC (which I KNOW works perfectly) and do a whole lot of other inappropriate things, as per his script.
He concluded that the modem was faulty and said that if the client signs up for another period of time, he's get a replacement sent out free. This despite my telling him I had also substituted a different modem router!
Fortunately, when I called back an hour later, the guy who picked up did seem to listen and eventually concluded that there was a fault on the line - having carried out a line-test, of course.
D'oh!
I'm ever more impressed each time I speak to O2 broadband technical support (a good deal less so, though, on the mobile phone side).
Not sure of the stats but I strongly suspect that word-of-mouth alone will have helped O2's broadband sales grow massively and rapidly.
As best as I can recall, every 02 broadband customer I've spoken to has been no less impressed than I've been.
Bob C