While it's understandable that Plusnet/BT want shot of its legacy email services ASAP I’d like to flag what I believe is a growing risk to the Plusnet brand and its hard-won reputation as a result of the execution of the ongoing email migration to Greenby.
Plusnet has long differentiated itself on award-winning UK-based customer support. For many customers, that support reputation has been key reason for choosing Plusnet over competitors.
However, the current email situation means that a core customer service experience is now heavily dependent on a third party.
The Greenby email portal carries Plusnet branding, so from a customer’s perspective it is effectively Plusnet. When customers encounter problems with email access, migration issues, or unclear support routes, the negative experience reflects directly on Plusnet — regardless of where responsibility technically sits.
This creates several risks:
Loss of brand control: Support quality and resolution times are no longer fully in Plusnet’s hands, yet customers still associate the experience with Plusnet.
Erosion of trust: Customers who have chosen Plusnet for its support may feel misled if issues cannot be resolved through the familiar Plusnet channels.
Reputational spill-over: Email problems don’t exist in isolation. Frustration in one area risks damaging confidence in Plusnet’s broadband services, even if those services are technically unaffected.
Churn risk: Customers rarely separate products when deciding whether to stay. A poor experience with email can easily become the trigger for moving broadband elsewhere.
I’m not raising this simply to complain, but to highlight a strategic concern. If a component Plusnet’s award-winning support is now perceived as “outsourced”, and if customers feel caught between Plusnet and Greenby when things go wrong, that undermines one of Plusnet’s strongest selling points.
Clear ownership, transparent communication, and a visibly effective support path — even when third parties are involved — are critical to protecting the Plusnet brand and the wider broadband business.
It would be good to have reassurance from Plusnet on how these risks are being managed, and how customer experience standards are being upheld during and after the migration
You can check out but you can never leave ( easily)
