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T-Mobile has been gradually shifting towards a self-service model but recently, the push for an all-digital approach has intensified. The carrier is now heavily promoting its T-Life super app, aiming to completely move away from in-store interactions. This shift not only frustrates customers but also puts immense pressure on employees. As a result, there has been a significant increase in employee turnover.
T-Mobile’s pivot towards digital retail involves encouraging store representatives to process 60 to 90 percent of customer interactions through the T-Life app. Failure to meet this goal can lead to disciplinary actions. However, the app is not user-friendly and has several glitches, which frustrate both customers and employees. Some representatives are finding workarounds to avoid using the app.
The growing pressure on employees has led to a high turnover rate at T-Mobile. A longtime employee even resigned online, expressing frustration about how the company has changed and highlighting a decline in morale among staff members.
T-Mobile should be cautious with its digital push, as what is intended to bring convenience may end up driving away both customers and staff.
