BACKGROUND
Mortgage Company X was positioned in a very
competitive market that was part of a highly
fragmented nationwide mortgage industry. Company X
needed a way to differentiate itself from the
competition and a way to elevate itself above other
companies. They were able to secure a position as a
market leader in the mortgage industry by focusing
on the selling channels rather than the end
customer.
SITUATION
Mortgage Company X surveyed its
customers to determine how its
customers evaluated the value they
received from their mortgage
company. Contact with a
representative from the mortgage
company was found to be an important
element to the customers’ overall
value evaluation. Therefore,
Company X decided to focus on the
representatives or the main touch
points for customers. As a
result of the customer survey,
Company X then surveyed channel
sources to identify people who would
serve as a referral source for
Mortgage Company X.
|
|
|
MARKETING
MANAGEMENT QUESTION
How much of an influence did the
referral source have on customer
loyalty and what could be done to
manage these referral sources? |
Find out what course of action was taken
and what the results were. Read the full
text -
Case 9: Customer Loyalty Case Study in
the Mortgage Industry. |
|
