T-Mobile’s recent push for its T-Life app is creating turmoil within its stores. Once seen as a disruptive force in the telecommunications sector, the company’s current strategy is drawing criticism for its heavy-handed approach. Employees report being compelled to onboard customers to the app, even in uncomfortable situations, such as using demo phones.

This has led to dissatisfaction among both staff and customers. According to several T-Mobile employees discussing their experiences on social media, there is an expectation for customers to adopt the T-Life app, with managers stressing that onboarding must occur regardless of the circumstances. In many cases, this means using store demo phones to assist customers who may only be present for device repairs.

One employee articulated the discomfort of this situation, stating, “Customers definitely don’t feel comfortable doing that, even if we assure them we sign them out.” Furthermore, employees are facing consequences for failing to comply with these demands. Reports indicate that neglecting to onboard customers can lead to “coaching conversations,” which document performance issues.

Some employees have expressed concerns about the pressures placed on them by upper management, feeling they have no recourse to dispute these practices. Historically, T-Mobile was known for its innovative ways to attract clients and disrupt industry norms. However, since merging with Sprint, the company’s approach seems to have evolved into a more traditional, less customer-centric model.

This has included recent decisions to raise prices and withdraw from deals. Unless significant changes are made at the corporate level, the difficulties associated with the T-Life app may continue to create challenges for both customers and employees alike.