T-Mobile quietly makes drastic decision after losing customers

Core Insights - T-Mobile is experiencing a significant loss of loyal customers, prompting a leadership change with Srini Gopalan appointed as the new CEO effective November 1 [1] - The company's postpaid phone churn increased by three basis points year over year in Q3, indicating a rise in customer cancellations [2] - T-Mobile's recent price hikes and removal of discounts have led customers to seek cheaper alternatives, with many exploring nontraditional carriers [3] Customer Sentiment and Market Trends - A survey indicates that 90% of consumers are open to considering alternatives to traditional carriers, with 85% citing cost as a primary factor in their provider selection [7] - The desire for greater plan clarity and value is driving consumers to seek services that align with their actual usage, highlighting a trend towards personalization and transparency in mobile services [4][7] - Lower-priced plans are the main reason for switching providers for 46% of consumers, while 33% prioritize better network coverage [7] Digital Transformation Initiatives - Gopalan has announced a "digital transformation" aimed at addressing customer pain points and reducing friction in service processes [4][5] - A significant aspect of this transformation includes making customers reliant on the T-Life app for managing upgrades, new lines, and account activations by January 2026 [5] - The company acknowledges the current customer experience as frustrating and sees the digital transformation as an opportunity for improvement [5] Workforce Impact - Recent layoffs have affected T-Mobile employees, particularly account executives and sales managers, as the company undergoes its transformation [6]