Food For Thought: The Customer Journey Problem Isn’t Always the Delay — It’s the Silence
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Food For Thought: The Customer Journey Problem Isn’t Always the Delay — It’s the Silence
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A long wait is one thing. Not knowing what’s happening is another.
In this Food For Thought, Jason Back of Broker Essentials uses a frustrating airport experience in Barcelona to highlight a common weakness in the mortgage customer journey: silence.
As mortgage businesses increasingly rely on automation, CRMs, portals and digital processes, Jason argues that efficiency only works when customers still understand where they are, what happens next and what they need to do.
He shares three practical ways mortgage professionals can improve the client experience, including identifying communication gaps, providing updates before customers have to ask, and making someone responsible for viewing the process from the customer’s perspective.
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