Industry Blogs, Mortgage

Top Performing Mortgage Companies Think Differently About Customer Experience

When it comes to managing their online presence and reputation, businesses face many challenges.  Maybe they have a low number of reviews online or poor ratings on Google My Business or Facebook.  Maybe their Net Promoter Score® (NPS) is low or their business listings and the supporting location data are inaccurate.  This is all part of a bigger picture than spans culture, brand, reputation, retention, recruiting, loyalty, engagement and behavior.
The problem today is that very few businesses see this as one connected problem to solve.  Instead, they focus on the pieces, not the whole, and build a patchwork of “solutions” in an attempt to gain some control.  The result: multiple, disconnected software applications and siloed data-at-rest.
The solution requires a shift in thinking and looking at customer experience as a broader solution that can – and should – span an entire business.  That’s because every department in a company is impacted by CX.  In the near future, the ability to drive engagement and behavior with automation will be critical.  To do that, instead of focusing on piecemeal, box-checking solutions, leaders will be using a comprehensive platform that includes reputation, employee engagement, search optimization, reviews, listings, websites, marketing, compliance, AI and more.
Much of this functionality is available in SocialSurvey’s experience management platform.  In contrast, to box-checking, piecemeal solutions, the platform is built around CX 2.0, a methodology that puts data in motion to drive business outcomes. This is an important shift—from data at rest sitting in a report waiting for someone to read and react—to data in motion, driving real-time improvement.
So what practical steps can you take today to improve your customer experience so you can make the Top 10 list next year?  The first and most obvious step is to focus on CX.  If it’s not a priority now, when will it be?  The truth is that if you don’t act now, you are digging an even deep hole and will be further behind tomorrow because other mortgage companies are doing it – and as the 2019 Award show, many of them are doing it very well indeed.  Even better, from a reputation standpoint, you can measure the results of any investment you make and any action you take because so much quantitative data is available.
There’s never been a better time to think about connecting data to behavior and business outcomes through automation.

Downtown Nashville, Tennessee city skyline across the Cumberland River (logo’s blurred for commercial use)

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