Since last fall, T-Mobile has been led by Srini Gopalan, who officially became CEO on Nov. 1.
He has repeatedly expressed his goal of making T-Mobile a digital-first company and has recently been ushering in companywide changes to achieve it
While this initiative has previously sparked criticism from employees and customers, a leaked internal memo has revealed that T-Mobile isn’t backing down and is planning a major shift in the next few months. In October, Gopalan said during an earnings call that T-Mobile will be undergoing a digital transformation to tackle the “friction and frustration” it causes customers with its “processes.” Since then, T-Mobile has increasingly digitized its services. On Oct. 30, it began requiring customers to use its T-Life app to set up pay arrangements for past-due account balances.
In December, it launched a new digital switching tool, “Easy Switch,” on its T-Life app and website, allowing consumers to switch to its network in 15 minutes or less. It has also recently partnered with DoorDash to offer free same-day delivery of its phones and accessories, and later its 5G Home Internet equipment, reducing the need for customers to visit stores for assistance. T-Mobile has even added a feature in its T-Life app to help customers compare phone plan prices, decreasing the need to contact customer support.