T-Mobile has introduced a new tactic that requires customers to use the T-Life app even when they visit its physical stores, prompting a wave of frustration among its user base. The carrier is continuing its move towards an “all digital” approach, and many customers who were already hesitant to adopt the app have grown increasingly unhappy with the change.
New signage has appeared at T-Mobile stores asking visitors to check in using the T-Life app. If the app already has access to location services, the check-in happens automatically, alerting staff to a customer’s arrival in the shop.
Customer reaction is largely negative
In a reader poll, more than 72 percent of respondents said the requirement was simply another way for T-Mobile to force people to use the T-Life app. A little under 18 percent said the policy would make going to stores a hassle, arguing that the purpose of visiting a shop is to receive help from staff rather than to complete every task themselves through an app.
One T-Mobile representative described a case in which a customer completed everything independently using the T-Life app and then remarked that they had not needed to ask for help at all.
Some customers see benefits
Just over 10 percent of voters said the move could speed up store visits, suggesting that automated check-ins may streamline the process. One customer was pleased to be served first after checking in with the app ahead of others who were waiting in the queue before them.
Reception to the T-Life app appears to be shifting over time. Once widely disliked and met with resistance, the app now has some customers defending it. While this remains a small portion of the user base, it represents an emerging minority. Others have noted that the transition to T-Life is not as significant a change as many have suggested.
With T-Mobile pressing ahead with its digital strategy, attention now turns to whether rival networks such as AT&T and Verizon will adopt similar policies.
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Image: phonearena.com
