NMP - February 2018 - 81

The Insight and Knowledge Mortgage Professionals Need to Succeed in 2018
By Greg Holmes

A 2018 Trend You Cannot
Afford to Ignore:

Customer
Experience
BY BUBBA MILLS

G

Think of the old saying "under
promise and over deliver" and
then stir in lots of steroids. The

l Over the past 18 months, 64
percent of marketing execs
said their company had
sharpened their focus on
customer experiences
because of changing customer
expectations.
l About 65 percent of
consumers said they'd switch
vendors if a seller didn't
personalize customer
experiences.
l A whopping 89 percent of
consumers say they want
companies to better
understand their needs and
expectations.
What these statistics say to
me is this: Mortgage brokers
need to get serious about
making their customers'

experiences more than
memorable-they need to make
their experiences astounding.
So, how do you make their
experiences astounding? Here
are some tips:
Be proactive, not reactive
Up until now, the world of
customer satisfaction has been
about reacting to problems
customers had. But today, in the
new "customer experience"
economy, it's about preventing
problems by ensuring the
experience is not only problemfree, but also, as I mentioned
earlier, astounding. To do that,
carefully map out the journey
customers have with you, from
the first time you meet them and
then at every contact point
afterwards. This will help you
think ahead to prevent problems.
Keep the focus on the
customer at all times
I know, the mortgage industry is
crazy and things pop up all the
time and it's easy to get
distracted and lose focus on the
customer. But remember, it's
ultimately the customer who
pays the bills. Keep a reminder

on your desk, on your phone, in
your car-something as simple
as a post-it note with "The
customer is always number one."
Or, before you do anything, ask
yourself this question: "How will
this help my customer?" When
you take care of the customer,
other problems take care of
themselves.
Do a weekly research on
"above and beyond" service
The beauty of living in the
information age is, well, there's a
lot of information out there. So
take a little time each week to
find some examples of how other
Mortgage Brokers (and other
businesses) are taking customer
experiences to the next level and
then up your game with what
you find.
Let me hear from you. How
are you creating great
experiences for your customers?
Is there room for improvement?
Do you think your business
would improve if you were able
to make the experiences better
for your customers? E-mail me at
Article@CorcoranCoaching.com
to discuss further.

Bubba Mills is Chief Executive Officer and Owner of
Corcoran Consulting & Coaching Inc. He may be reached
by phone at (800) 957-8353 or visit
CorcoranCoaching.com.

81

n National Mortgage Professional Magazine n FEBRUARY 2018

l Customers are the absolute
number one priority at every
turn.
l The company consistently
delivers above-and-beyond all
customer expectations-even
if it takes more time or money
to do it.
l Customers have an amazing
experience when they engage
with the company.

end goal is this: Make the
customer experience so good
that they will stick with the
company until they die.
Businesses-the good ones at
least-know it's much smarter to
do what's necessary to keep a
customer than to attempt to win
back a customer who's left.
This customer experience
trend is real-backed by research.
Salesforce.com, a sales software
company, surveyed 3,500
companies for its recent fourth
annual state of marketing report
and says nearly two-thirds are
adopting customer experience
efforts.
Other revelations from
Salesforce's research:

NationalMortgageProfessional.com

etting a
customer in the
mortgage
industry today
can be as tough
as a $3 steak.
But keeping the customer can be
tougher than a $1 steak.
Competition has crept in from
every corner and the market
grows more and more crowded
every day. What's more,
customer expectations are
always on the rise. They want
more, better, faster-all the time.
It's a fact not lost on
businesses of all types. And
some forward-thinking and super
innovative companies (Zipcar,
Dun & Bradstreet, and Visa are
among them) are already ahead
of the curve by going beyond
customer service and creating
"customer success"
departments. In essence, the job
of these departments is to
ensure:


http://www.Salesforce.com http://www.CorcoranCoaching.com

Table of Contents for the Digital Edition of NMP - February 2018

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