They design and test great digital experiences by using constant feedback from real users-measuring and iterating again and again, down to the smallest detail in every interaction. The company has turned its process of creating great digital experiences into a work of art. In fact, for a company that began in 1985, Rocket Mortgage today resembles a profitable high-growth FinTech startup with enviable financial performance. They made a conscious choice not to make that trade-off, but to pursue the perfect balance between client needs and company goals. And what’s interesting is that to achieve client devotion, they didn’t have to sacrifice their financials. As a result, clients tend to not only be happy but devoted to the brand. Users who visit Rocket Mortgage, however, overwhelmingly feel their time spent was effective, easy, and enjoyable. But despite the progress we’ve seen in the past decade, good digital experiences continue to elude too many companies today. That’s why it’s clear that the future of banking and mortgage lending is through digital channels. Reach, speed, security, user convenience, and eco-friendliness are advantages of going digital. The structured nature of the mortgage process makes it ideal for digitization. They’re under-educated about the mortgage process and face a heap of financial and legal jargon that leaves them confused, frustrated, and anxious. The simple truth: digital experiences matterįor consumers, the process of obtaining a mortgage is one of the most challenging rites of passage. Not only has the company figured out how to create a world-class experience by digitizing the mortgage process, but they have mastered how to measure experience effectiveness with precision and actionability in mind.ĭesign can make or break a digital experience-and any organization can apply the lessons learned by Rocket Mortgage. It’s ironic when financial institutions have decades-long relationships with these customers and transactions are in the hundreds of thousands of dollars, yet fail to make mortgages an easy and enjoyable customer experience.īut Rocket Mortgage has cracked the code. Taking out a mortgage is often considered the least enjoyable part of home buying.
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