{"id":595,"date":"2010-07-07T15:54:06","date_gmt":"2010-07-07T19:54:06","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?p=595"},"modified":"2010-07-07T15:55:00","modified_gmt":"2010-07-07T19:55:00","slug":"averting-service-disasters-quicken-loans-the-sequel","status":"publish","type":"post","link":"https:\/\/www.yupingliu.com\/wordpress\/2010\/07\/07\/averting-service-disasters-quicken-loans-the-sequel\/","title":{"rendered":"Averting Service Disasters – Quicken Loans the Sequel"},"content":{"rendered":"

Last week, I used my unpleasant mortgage application experience with Quicken Loans to demonstrate the danger of force locking in consumers instead of fostering loyalty<\/a>. Since then, I have received some interesting communication from Quicken Loans. As a consumer, I emerged from the entire experience feeling OK again about Quicken Loans as a lender. While Quicken Loans had lost us as a customer for this mortgage because we already chose another lender, it successfully averted future negative word-of-mouth and ill will against the company. I detail my experience in this post as a case study of how companies can use social media to discover and address service failures and customer dissatisfaction.<\/p>\n

Chronology<\/strong>
\nJune 29<\/em> My unpleasant phone conversation with a Quicken Loans customer service representative
\nJune 30<\/em> My blog on the experience as well as negative review<\/a> on Epinions.com (note: consumers act fast when they feel unhappy)
\nJuly 1<\/em> Kelly at QuickenLoans commented on my Epinions.com review, offering to look into the problem and requesting more information from me
\nJuly 2<\/em> I emailed Kelly with full details of the incident
\nJuly 6<\/em> (after Independence Day Holiday weekend) I received a call as well as an email from Scott King, Lead Client Advocate at Quicken Loans. He had listened to my original conversation with their customer representative and read my blog. In the phone call and email, he apologized for our unpleasant experience and offered to introduce us to one of their best mortgage banker for a second chance.<\/p>\n

The Response<\/strong>
\nYou can read Kelly’s original comment on Epinions.com<\/a>. With Scott’s permission, I am publishing his email response below:<\/p>\n

Good afternoon Mrs. Liu-Thompkins,<\/p>\n

Thank you for taking the time to provide these additional details regarding your experience with one of our mortgage bankers. We find this feedback valuable, and appreciate the time you spent in sharing.<\/p>\n

The experience that you have had with (name removed) is unique, and unacceptable . I apologize for the way you were treated and the lack of service you were provided. I listened to your conversation with Mr. (name removed) and do find this to be a valuable coaching opportunity. This has been brought to the attention of his director to be addressed internally.<\/p>\n

I read your blog, and you hit the nail on the head. I felt that all of your points were valid and true, however do regret that Quicken Loans had to be the example used. It was fitting, but unfortunate.<\/p>\n

I take pride in this firm, and the service that we provide each and every day. If willing, I would love to have the opportunity to refer you to one of our best mortgage bankers. I trust that our process and products are among the best in the industry, as well as many team members that I am very confident could give you a fantastic mortgage experience.<\/p>\n

I will not have any further contacts go out to you unless you wish to revisit. We would love a second chance.<\/p>\n

Best Regards,<\/p>\n

Scott King
\nQuicken Loans
\nLead Client Advocate<\/p><\/blockquote>\n

Take Aways<\/strong><\/p>\n

There are a few important lessons to be learned from this incident in terms of managing customer loyalty.<\/p>\n