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Open the appThe first step in handling customer complaints and feedback is to acknowledge them and show empathy. Ignoring or dismissing them will only make the situation worse and damage your credibility. Instead, thank the customer for sharing their concerns, apologize for any inconvenience or frustration, and express your understanding of their feelings. This will help you diffuse the negative emotions and create a rapport with the customer.
Sounds corny and very old school but in my experience, if you have a problem - immediately address, phone call preferred and that high sense of urgency typically diffuses the situation. Its really amazing how issues seems like a big problem until you pick up the phone
1. Listen 2. Acknowledge 3. Is there an opportunity to make it right? 4. What are the expectations? 5. Commit to resolving 6. Follow up regularly regardless if resolution status is pending. 7. Deliver outcome in a straight forward way.
Complaints, negative reviews, and any open forum criticism are where the magic can happen. These are the opportunities for accountability and improvement. Have a Plan of Response, Action, and Follow up with the "complainer." In my experience, there is a high probability that the complaint is due to poor communication. Transparency of this process could create an advocate, an improved review, and, more importantly, an offline advocate that will tell their audience that while the transaction didn't go perfectly - reconciliation was attempted and appreciated. The biggest mistake made is stifling the negative from the public - a perfect-looking company is suspect. The highest rate of conversion for a company is around 4.4/5 stars. Not 5/5.
The next step is to listen carefully to what the customer is saying and clarify their expectations and needs. Ask open-ended questions, paraphrase what you hear, and confirm that you have understood them correctly. This will help you avoid misunderstandings, show respect, and demonstrate your willingness to help. It will also help you identify the root cause of the problem and the best solution.
The final step is to offer a solution that meets the customer's needs and expectations, and follow up on it. Explain what you can do to resolve the issue, how long it will take, and what the outcome will be. If you need to escalate the issue to someone else, inform the customer and keep them updated on the progress. Once the issue is resolved, follow up with the customer to ensure their satisfaction and thank them for their patience and cooperation.
There are many potential pain points in the mortgage process. Our customers and partners expect us to close them on time and with terms as promised. A smooth transition simply meets expectations. I've found that when I help a customer solve a problem or overcome an obstacle, they will remember me and refer 10X compared to a seamless transaction. Obviously, we don't want any stumbling blocks, but when they do come up it should be viewed as an opportunity to prove your value in the transaction.
Customer feedback is not only a source of complaints, but also a valuable tool for improving your mortgage marketing. You should actively solicit feedback from your customers, both positive and negative, and use it to enhance your products, services, processes, and communication. You can use surveys, reviews, testimonials, referrals, or social media to collect feedback and show your appreciation. You can also use feedback to highlight your strengths, address your weaknesses, and showcase your success stories.
Customer complaints and feedback are also an opportunity to learn and improve your mortgage marketing skills and knowledge. You should analyze the patterns and trends of customer feedback, identify the common issues and gaps, and implement corrective and preventive actions. You should also monitor the impact of your actions on customer satisfaction and loyalty, and measure your performance against your goals and standards. You should also seek feedback from your peers, mentors, or coaches, and invest in your professional development.
The most important best practice for handling customer complaints and feedback in mortgage marketing is to be ethical and transparent. You should always adhere to the highest standards of honesty, integrity, and professionalism in your interactions with your customers. You should never make false or misleading claims, pressure or manipulate customers, or violate their privacy or confidentiality. You should also disclose any conflicts of interest, fees, or commissions, and comply with the relevant laws and regulations. By being ethical and transparent, you will build trust, credibility, and loyalty with your customers.
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