How to improve customer experience
Contents
Introduction
Showing you care
Improving each step
Getting to know your customers
Being present and creating memorable experiences
Using birdeye to cultivate and learn from customer experience
Improvement begins with intentionality. Let’s build and improve your practical skills to deliver an experience where customers feel seen, heard, and understood, creating trust, loyalty, and referrals. The goal is not perfection, but consistency — delivering an experience where every customer feels seen, heard, and understood.
Showing you care
At the heart of every mortgage transaction is a human being making one of the biggest financial and emotional decisions of their life. Customers don’t just remember the rate you offered — they remember how you made them feel along the way. When you show genuine care, you move beyond being a service provider and become a trusted partner. Demonstrating empathy, personal attention, and authenticity creates a bond that lasts long after closing. A customer who feels cared for is far more likely to return, refer friends, and sing your praises in their community. Some ways you might demonstrate care in your role:
• Follow up promptly after the first conversation.
• Use the customer’s name in every interaction.
• Acknowledge personal milestones (birthdays, anniversaries, new baby).
• Send handwritten thank-you notes.
• Celebrate small wins (pre-approval, appraisal completion, clear to close).
Reflection
1. Write down 3 personal touches you can commit to doing for every customer
2. Think of a time when someone went above and beyond for you. How did it make you feel? How can you replicate that feeling for your customers?
Improving each step of
The customer journey isn’t a straight line; it’s a series of emotional highs and lows. Each stage, from first contact to post-close, is an opportunity to either reassure or frustrate your client. By intentionally improving every step, you can turn potential stress points into opportunities for delight. Imagine the difference between a client waiting anxiously for an update versus receiving a proactive call from you before they even need to ask. Those moments of clarity and reassurance build trust and reduce anxiety, making the overall journey not just smoother, but memorable in the best way. Some ways you can improve the customer journey:
• First Contact → Warm, welcoming introduction.
• Application → Clear explanation of next steps.
• Pre-Approval → Reinforce excitement and opportunity.
• Processing → Regular updates (don’t wait for them to ask).
• Closing → Celebrate the achievement with a personal gesture.
• Post-Close → Stay connected (anniversary check-ins, annual mortgage reviews).
Reflection
1. Map out a recent customer journey step-by-step.
2. Identify one improvement opportunity at each stage. Example: At “Processing,” instead of waiting for updates, set a weekly proactive touchpoint.
3. Note the moments where you could create “delight.”
Getting to know your customers
Mortgages are about more than numbers — they’re about people’s lives, dreams, and goals. Every borrower has a story: a first-time buyer seeking stability, a growing family in need of more space, or an investor planning for the future. When you take the time to uncover these motivations, you move from simply processing a loan to guiding a life milestone. This deeper understanding allows you to personalize the experience, address fears with compassion, and celebrate wins that truly matter to your customer. The stronger your understanding, the stronger the relationship.
• Ask about the “why” behind the move (not just the what).
• Use open-ended questions (ex: “What does this home mean for your family?”).
• Record personal details in CRM for future touchpoints.
• Learn about lifestyle goals (schools, commute, space for hobbies).
• Tailor communication style (phone, text, email) to their preference.
Reflection
During your next call with a new customer fill out the following about them.
Customer’s biggest motivation:
Customer’s biggest fear/concern:
What will make this experience successful for them?
Communication preference: phone/text/email
Fun personal detail I can use to connect later:
Being present and creating memorable experiences
In a world full of distractions, presence is a rare and powerful gift. Customers can immediately tell when your attention is divided, and it impacts their trust. Being fully present means listening without distraction, responding thoughtfully, and creating moments where your client feels like the most important person in the room. These moments become the stories clients share with others — “My loan officer really listened to me,” or “They made me feel so comfortable.” Memorable experiences aren’t about grand gestures; they’re built in small, intentional moments of connection.
• Eliminate distractions (phone silent, email closed during calls).
• Listen fully before responding.
• Repeat back key details to show you heard them.
• Use pauses — don’t rush to fill silence.
• End each conversation with a clear next step.
Reflection
During your next 3 customer conversations, rate yourself:
• Did I eliminate distractions? Yes No
• Did I repeat back what I heard? Yes No
• Did the customer seem more relaxed and open? (1–5 scale)
Write down one “memorable experience” idea you can implement this month.
Customer feedback is one of the most valuable tools you have. Reviews give you a window into how customers truly felt about their journey with you — what made them feel supported, what moments mattered most, and where improvements are needed. With Birdeye, you can not only request and manage reviews but also spot patterns, address concerns quickly, and celebrate wins. Every review is an opportunity: a chance to build credibility, strengthen your reputation, and continuously refine the Stockton experience. Some ways to utilize customer feedback as tools:
• Track recurring themes in feedback (what customers consistently praise or struggle with).
• Share positive reviews with your team as examples of what’s working.
• Use constructive feedback to improve your process.
Reflection
Look at your last 5 reviews in Birdeye. What words or themes appear more than once?
Are customers highlighting your responsiveness, communication, care, or another trait?
Identify one review that makes you proud. Write down why it stands out.
Identify one review (or comment) that shows room for improvement. What small step can you take to address this moving forward?
How often do you read and reflect on your Birdeye reviews?
Every week
Monthly
Only occasionally
Rarely/Never
What’s one improvement you can make based on your most recent review feedback?
The Stockton experience advantage
Products and pricing may get you in the door, but the experience you create is what keeps clients coming back — and bringing others with them. As Brittany Hodak reminds us, “The experience customers have with your brand is the most important competitive advantage you have at your disposal.” At Stockton Mortgage, the way we make people feel is our edge in a crowded marketplace. By consistently showing care, improving the journey, understanding our customers, and being fully present, we create not just transactions but lasting relationships. That’s the Stockton Experience — and it’s what sets us apart.
Reflection
Write your personal “experience promise” statement:
Every borrower I work with will walk away feeling because I commit to