Our client in the mortgage arena had engaged in a customer experience improvement program, but many of the key internal constituents had not engaged, and in many cases were actively looking for ways to avoid the process.
We conducted a cohort analysis to understand how the group that participated in the customer experience program benefitted and improved. The results showed that participants who actively engaged had contracts that closed in a shorter time period, had fewer challenges from underwriting and had an uptick in referrals — all resulting in higher and more commissions paid.
A communications piece outlining the study was created and shared with the entire broker population. In the piece, the difference in commission level between active engagers and non-engagers was presented clearly.
The customer experience improvement program saw in increase in active participation resulting in an improvement in profitability for the channel.