"The great service we have provided..."
My first and last contract through them was when I'd just come back from a few years overseas and didn't quite have the lie of the landscape. The customer service, knowledge and competence on offer was quite the equal of Dixons, so roughly speaking, grasping, clueless and half-baked. The only way I'd do it now is get the handset up front, understand the nitty gritty of what the networks are offering and buy a SIM only from them via their site, picking up a bit of cashback from someone like Quidco (good payers in my experience) if the timings right. Its one industry where the fewer people you actually talk to, the better it works out. My girlfriend worked for one of the networks for a while, and I have to say it was a real eye opener. I'm surprised they manage to open retail outlets at all, let alone process orders.
Where decent service exists on the high street, its far from any business with more than a half dozen branches, and is like as not either something vaguely specialist like art materials, or someone who's been there forever like my local ironmonger who really does seem to be from another era in all respects. The rest are just utterly depressing. No wonder online has largely won for retail and high streets are increasingly empty - really sad, but identikit businesses like phones4U carry the bulk of the blame for making visiting a shop an unpleasant and frustrating experience that invariably incurs extra cost for no benefit.