Most executive teams spend a lot of time deliberating over technology investments. This makes good sense because the investment tends to be relatively high, as is the impact the new tool can have on the company’s business. As a result, we often see long sales cycles for most technologies in use by lenders.
Marketing automation tends to be less so, due to the affordable nature of the SaaS products available on the market today. Even our SmartCRM is very affordable when compared with other technologies a typical lender depends upon today.
But all of the time the company spends evaluating a purchase will be insufficient to ensure a return on investment if the new software doesn’t come with great customer service.
No matter how intuitive your mortgage tech is, people will need help. What happens when they do defines your success.
Defining Service in Terms of Technology
Usherpa co-founder Dan Harrington wrote about this in his book Authentic Intelligence: The Other AI. “Customer service cannot be overemphasized,” he wrote.
Even the smartest sales tech will fall flat without fast, empathetic support. If your loan officers can’t get help when they hit a wall, adoption suffers, and ROI floats out of reach.
It’s easy to assume that great UI or onboarding can replace live support, but it’s just not true. Loan officers are under pressure. If something isn’t working, they don’t have time to troubleshoot or wait days for a response. They need answers now.
That’s why Harrington suggests vetting vendors rigorously. Call their support lines. Test wait times. Ask real users about their experience.
If the vendor can’t step up, that burden falls on you.
Do you have staff to spare? Are they trained and ready to help internal users navigate new tech? If not, you may need to rethink the rollout.
Your reputation and the success of your investment depend on whether users feel supported.
Building on What Works
Some companies have tried to create internal mentoring programs that allow more experienced employees to aid those with less experience. It’s a great idea, but in a business where every second the loan is in processing is a second the borrower is having to wait, it falls flat.
Most great loan officers are busy building relationships and growing their businesses. They don’t have the time to do it for someone else.
But what if they did?
With Pipelines from Usherpa, lenders can take proven workflows used by the company’s top performers and create marketing automation that can benefit every loan officer in the company.
When Pipelines is backed up by Usherpa’s Customer Service team, it’s like every loan officer in the company has the best possible mentor, guiding them toward success. That’s how you make your technology investment pay.
Need help building a stronger support plan for your tech investments? See a demo of our SmartCRM and then talk to Usherpa today.
