Meeting the rising borrower expectations to serve a personalized experience is an important factor for lenders and mortgage banks in revenue retention. Borrower experience can be defined as the sum of all touch points that a borrower has with the lender during the entire loan life cycle. Salesforce Service Cloud helps mortgage banks to survey the borrowers at different milestones in the loan life cycle to nurture and grow customer relationships.
SalesForce Service Cloud is an advanced AI powered intelligent customer service platform that empowers Mortgage Banks and LOs to better connect with customers anytime, anywhere, through any device.
Advantages of using Salesforce Service Cloud for Measuring Key Borrower metrics
Traditional survey tools are outdated in terms of user experience and the response data are often siloed making it inaccessible for different teams to take action on.
Using Salesforce Service Cloud, mortgage banks and lenders can create branded mobile responsive surveys that are delivered in context after every borrower interaction.
With seamless integration with Salesforce CRM, feedback data is funneled back into the CRM so that LOs and other teams can take action on the metrics which are important to the borrowers.
With the integration with Salesforce CRM, it is easy to reach out to borrowers in context after the interactions, through all channels.
Steps in the Customer Experience Program within Salesforce Service Cloud
Trigger Surveys – Surveys are triggered based on milestones completed and high level perceptions of borrowers are measured through the questions asked in the surveys.
Follow up Requested – Borrowers are given the opportunity within these online forms to raise a follow request so that the appropriate team can reach out to them to solve an issue or answer a query.
Case created and assigned– Once a borrower raises a follow-up request, a case is automatically created within Salesforce and assigned to particular LO or other team member. The assigned specialist can reach out to the borrower to resolve the issue.
Insights and action – The conversation logs are attached with the survey data and reside within Salesforce. These data are available for analysis to look for trends and common resource requests such that a proactive approach can be applied to similar borrowers.
Features of Salesforce Service Cloud useful for Mortgage Industry
SalesForce Service Cloud allows Mortgage banks to automate service processes, streamline workflows and find key articles, topics and experts to support the LOs.
Service Cloud can help to foster one-to-one marketing relationships with every borrower, across multiple channels and on any device.
Service Cloud is also integrated with Salesforce’s Community Cloud, which provides more communication channels for LOs and borrowers.
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