The report looks at five inter-related issues surrounding
customer involvement with their mortgage lenders. These five issues
can be summarised as 'The Customer Journey'; in other words the
when, where and what of consumer decisions on whether to buy a
mortgage or to do business with a particular institution and the
related issues of trust, loyalty and satisfaction.
The Mortgage Customer Journey consists of four stages, which
form the structure of the bulk of this report:
- Suspects and prospects: the pre-sale stage when consumers
become potential customers
- Becoming a customer: when the customer makes an application and
purchase
- Post sales customer: when an existing customer makes more
purchases
Loyal customer - an assessment of when customers become
resistant to switching suppliers.