Dive Brief:
- T-Mobile sees its net promoter score as “the foundation of everything that we're building,” President and CEO Srini Gopalan said on a Q4 2025 earnings call Wednesday.
- The wireless carrier reported a NPS of 79 at its company-owned stores, which is 16% higher than the NPS for third-party retail partners, according to an earnings presentation. The company has cut back on third-party retail partners and invested more in its own stores.
- T-Mobile built its experience with a combination of people and culture, according to Gopalan. It is further enhancing loyalty using its T-Life app, which has 24 million monthly active users, defined as customers that use the app at least four times a month.
Dive Insight:
T-Mobile’s focus on digital improvements to its CX include tools for customers and store associates alike.
“This is about genuinely committing to giving our customers an experience that’s special, unique, edgy, that surprises them, that brings our relationship to life,” Gopalan said during the call. “And we're not stopping. We're now taking the best technology and putting that in the hands of our incredible frontline to drive an even sharper and even more differentiated experience.”
T-Mobile has reduced its customer service contacts per account from seven in the fourth quarter of 2021 to 3.3 in the fourth quarter of 2025, according to the earnings presentation.
This 50% reduction is the result of working with frontline employees and equipping them with tools that help them better resolve customers’ problems, according to Gopalan. The company is still targeting a 75% reduction in contacts per account.
The T-Life app, which is at the center of T-Mobile’s push to simplify account management while rewarding loyalty, has reached 100 million downloads since its launch in 2024, according to the earnings presentation. The number of downloads is up from 75 million in July.
“It's an incredible source of engagement,” Gopalan said. “It's a huge portal into our experience. It's game-changing for us in terms of the nature of the relationship.”
T-Mobile is working on further enhancing the experience with IntentCX, AI software the company is developing in partnership with OpenAI, according to Gopalan.
“The objective is simple,” Gopalan said. “It is to personalize the experience. We've raised the bar on what a carrier experience should look like, and [by] using AI and digital, we're taking it to the next level in terms of making that experience feel a lot more personal, feel a lot more tailored to the individual.”
T-Mobile is leveraging its app to expand the use of self-service. In the fourth quarter of 2024, 22% of plan upgrades were handled through the T-Life app and were all assisted by an agent, according to Gopalan. In the fourth quarter of 2025, 73% of upgrades were handled through the app and 39% were handled through self-service options.
The focus on the customer paid off in the fourth quarter. Postpaid service revenues grew 14% year over year to $15.4 billion in the fourth quarter of 2025, according to an earnings release. Total service revenues grew 10% year over year to $18.7 billion.
