Imagining the customer to provide better help in emergencies
When emergency strikes, what kind of information do people get? Unfortunately, it is typically complex and confusing - putting even more stress on the individual. Barbra spoke to a group of mortgage market participants (government, nonprofits, and for-profits) about how to improve the homeowner experience by providing clear, concise, and targeted information before, during, and after emergencies. This group, organized by HopeNOW, is finding ways to streamline processes and create more effective customer connections to homeowners. Barbra called on organizations to try to "get into the mind of the customer" by imagining their unique circumstances, their needs, and their personal characteristics and then structuring information to meet customers where they are.