Tesco has announced the creation of 100 new jobs in Liverpool with a new customer service hub for its phone and broadband business.

Tesco Telecoms is taking on the staff at the new call centre in Prescot in the latest phase of a drive to develop the supermarket’s communications arm.

“The telecoms market doesn’t have the best reputation for friendly and efficient customer service [but] we want to change all that,” said Andrew Higginson, head of Tesco’s services division.

“The launch of this new centre and our continued roll-out of phone shops in Tesco stores will ensure consumers have a better choice of great value, simple products accompanied by outstanding customer service.”

Earlier this year Tesco said it was adding 400 jobs nationwide as it moved to double its number of in-store phone shops.