RIO RANCHO, N.M. (KRQE) – Sprint has announced that the Rio Rancho call center will be closing, cutting 394 jobs.

The announcement came Friday stating that the Rio Rancho customer care center will be closing February 5th.

Sprint officials say the closure is part of a new strategy to move customer care to a self-service and digital model.

The company said in an email released Friday that, “Sprint is in the middle of a multi-year turnaround strategy. We are radically transforming how we do business and are laser-focused on creating a superior network, being the price leader in the wireless industry and providing a positive customer experience. We are making progress and our business is heading in the right direction.”

They continued by adding, “Job reductions are never an easy thing to do and we don’t make these decisions lightly. Today is a difficult day for Sprint, and particularly for those employees affected by the closure.  We want to ensure that every employee impacted is treated with dignity and respect during the transition. We value and support our employees and are committed to assisting them through this transition with separation benefits and outplacement services. We believe the steps we are taking to transform our business will help us deliver an even stronger customer experience and help build a sustainable business for the foreseeable future.”

The City of Rio Rancho released this statement on Friday:

“The Sprint call center closing is unfortunate news for Sprint employees, their families, and for Rio Rancho. The City encourages employees to contact New Mexico Department of Workforce Solutions. While the City is disappointed Sprint is leaving the community, we are confident that, because Rio Rancho is such a desirable place to live and work, the space Sprint occupied will not stay vacant for long.”