Loop Customer Management has signed a major deal to help turn back the tide.

The Bradford business has been appointed by the Environment Agency to provide contact centre services.

The deal will see the firm support the Environment Agency's Humber Estuary Flood Defence Strategy.

The Agency's strategy will involve raising many of the defence embankments to counter rising sea levels.

Some of the embankments will also be moved back from the estuary shoreline.

The Agency hopes by moving some of the defences into less exposed positions it will make them last longer and create new habitat areas for wildlife.

Alastair Thomson, managing director of Loop, said: "We are absolutely delighted to have won this contract.

"At Loop we have a clear understanding of the significance of environmental issues and the importance of coastline preservation through our work with Yorkshire Water.

"We also have well-developed environmental credentials and a highly skilled workforce which means that Loop can provide an informative and reassuring service to Environment Agency customers."

Philip Winn, Agency project team leader, added: "We are very pleased to be working with Loop during this important phase of developing the Humber strategy.

"This project is of considerable significance for the Environment Agency and we are anxious that our contacts with customers are handled in a friendly and efficient way.

"Loop has a vital role in helping us to accomplish that."

Loop, which specialises in customer relationship management, offers services including inbound and outbound telephone calling, written correspondence and mail opening.

Created two years ago as part of the Kelda Group, Loop was set up to provide customer care services to Kelda subsidiaries including Yorkshire Water.

The firm, which has won a number of awards, also provides services for clients including the National Blood Service, B&Q and Wales Tourist Board.