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T-Mobile managers will spend more time in retail stores and customer care centers to improve the customer experience.

T-Mobile district-level managers and above are now required to spend at least two days a year working on the front lines of retail stores and customer care centers. This new rule affects more than 7,000 employees company-wide, who must experience firsthand how stores and call centers operate. While technically optional, the requirement is effectively mandatory because bonuses and stock grants are tied to participation. This shift comes as customers have expressed frustration with the company's digital-first strategy, specifically the user experience of the T-Life app. Customers have reported issues with the app's functionality, and some store representatives have been less than ideal in some transactions. By spending more time on the floor, executives will be able to identify friction points directly. T-Mobile may also be able to rethink its digital strategy, including potentially bringing more customer support back in-house and slowing the expansion of third's-party retail locations.

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