Mobile phone carriers aren’t exactly popular with their customers these days. Billing disputes, service gripes and the like triggered a chart-topping 37,477 registered complaints in the U.S. last year, America’s Better Business Bureau reports, making the industry the most contentious of all yet again.

But the image of the uncaring and unresponsive mobile operator is not exactly reality, as Vodafone UK is trying to signal. Yes, Vodafone UK is in hot water this week with its union for announcing new job cuts, but, Vodafone says, its part of a larger re-shuffle to eliminate back-office positions in favor of creating more customer-facing positions.

One area Vodafone has rapidly expanded in recent months is its Twitter feed, a hyperactive customer service outreach arm that fires out messages round-the-clock to customers in need. Desperate Vodafone UK customers routinely Tweet to @VodafoneUK their problems with wonky Wifi and dodgy dongles and, from the looks of it, Vodafone UK is pretty quick with a response.

It should be noted that this open stream of distress Tweets, numbering in the thousands, doesn’t put the company’s sometimes flaky technology in the best light. But it does show the company is using the latest technology to be responsive, cutting down, no doubt, on recurring calls to its help line for problems afflicting groups of customers. And, the quick response is truly appreciated. As Twitter user @Closter79 Tweets this morning:

@VodafoneUK hi, rebooted it last night and it kicked in!excellent thanks! my house has a really poor signal without it hence the myther! TY