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National Mortgage Professional
Jul 05, 2005

InterFirst gauges broker satisfaction with pleasing resultsMortgagePress.comInterFirst, Broker satisfaction, ACSI, American Customer Satisfaction Index InterFirst Wholesale Mortgage Lending has concluded the first wave of its SatisfactionFirst mortgage broker satisfaction program. The results indicate a high level of mortgage broker satisfaction with InterFirst, specifically with the company's account executives, technology and mortgage closing process. The survey also revealed that account executives have a high impact on broker satisfaction. SatisfactionFirst is a customer relationship management tool powered by the international research and consulting firm CFI Group Inc. An Internet-based survey that can be completed in less than 20 minutes, SatisfactionFirst asks mortgage brokers to gauge their satisfaction using the same methodology employed by the American Customer Satisfaction Index (ACSI). In its inaugural SatisfactionFirst survey, brokers gave InterFirst an overall satisfaction rating of 77 out of 100; its "image" scored 79. "At a score of 77, InterFirst scores higher among its broker customer base than the mortgage banking industry does as a whole with its customers (69), and, in fact, better than financial services generally as measured by the ACSI (74)," said Rodger Park, CFI Group's lead mortgage industry researcher. "This is particularly impressive since satisfaction ratings in 'B2B' contexts typically run five to 10 points lower than ratings of 'B2C' relationships, such as those measured in the ACSI." InterFirst will continue to execute SatisfactionFirst on a quarterly basis. For more information, visit www.interfirst.com.
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