CALL centre staff turnover is increasing despite pay rising in the growing industry, a study claims.

Annual turnover is now almost 25 per, three per cent up on last year, employment researchers Incomes Data Services found.

Half of firms have problems recruiting staff, especially in the West Country, Yorkshire, Humberside and West Midlands.

The survey was conducted among 133 firms running more than 300 call centres across the country and employing more than 100,000 workers.

Average starting salaries for a customer adviser increased by 4.6 per cent this year to £12,400, while team leaders start on £16,500.

The survey gives no reason for the high turnover but unions have criticised pay conditions in call centres, a growing source of employment in this region.

Orange employs 5,000 people in Darlington, Peterlee and North Tyneside.

A spokeswoman said: "People are our biggest asset and integral to the delivery of first class customer service.

"This is a competitive industry especially in the North-East region. Orange experiences high levels of staff loyalty but does also experience the same issues as the rest of the industry.

"An important part of this is the emphasis we place on creating a relaxing and pleasant environment within our communication centres.

"But this is also about being a caring and responsible employer.

"Orange has introduced many initiatives to promote health and well being amongst its workforce."