Mortgage communication best practices: One survey won’t cut it

Choose specific times in the loan cycle you want to ask members about—and make sure you do so succinctly and directly.

It’s nothing new to offer a survey after completing a task. Most service industries ask customers to complete some sort of survey that helps them gauge how they are doing. In our industry, most lenders have an automated survey sent to members when the process is completed. That’s a great part of being able to understand people helping people: evaluating what and how you did in your service. We’d challenge you, though, to take it a step further. A survey isn’t something that can be one and done and move on, it’s an opportunity to learn the hiccups that happen and make adjustments whenever needed. That’s why one survey won’t cut it.

When working with a member on a mortgage, a survey can be used as a key indicator on your loan processes and tools, and it should happen after significant scenarios. For example, once the member application is complete (whether online, over the phone or in-person), the members should be asked some basic questions about the experience. These survey questions might include: What did you think about the online application? Did you have any questions about the application? What surprised you about the application? These types of inquiries are useful to improve your tools and processes along the way.

To be effective with this survey concept, you must be consistent and exact on the timing and the questions. We suggest you choose specific times in the loan cycle you want to inquire about and then make sure you make it short and direct.


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