In life, passion is found in many things for a variety of reasons. Passion in the market place, a true commitment that permeates an entire organization, can be the integral fulcrum that generates and sustains customer engagement and customer loyalty.

For Quicken Loans, the nation’s second-largest retail mortgage lender, passion is the key element behind its amazing record of client satisfaction and brand loyalty.

For the seventh consecutive year, J.D. Power ranked Quicken Loans as No. 1 in client satisfaction among primary retail mortgage lenders. Currently, there are approximately 7,000 entities providing home lending in America, including commercial banks, credit unions, mortgage bankers, and brokers.

“Our talented team has spent three decades of blood, sweat, and tears making sure we provide clients the best mortgage experience in the world,” said Dan Gilbert, founder and chairman of Quicken Loans. “The passion our team members extol in every interaction they have with our clients is driven by a culture that focuses on our team members and the millions of people we serve above all else.”

Earlier this year, J.D. Power also ranked Quicken Loans−which serves clients in all 50 states from its centralized web lending centers in Detroit, Cleveland, and Arizona−highest in client satisfaction among home loan servicers for the third consecutive year. Quicken Loans has now earned the top ranking in the mortgage space a total of 10 times over the past seven years.

What’s more, it’s apparent that Quicken Loans keeps pace with rapidly changing technologies so it can always offer its customers the most convenient, seamless experience.

“To repeatedly be recognized as the industry’s client service leader is a true testament to the core principles our company has operated on for more than 30 years,” said Bill Emerson, Quicken Loans CEO. “Even more significant, it’s clear that it doesn't stop here as we continue to grow and develop new technologies that improve the mortgage experience for our clients.”

Quicken Loans scored highest overall in four of the key categories in which it was ranked:

Client interaction

Loan closing

Application/Approvals process

Client onboarding

Another example of a vibrant, passionate brand that absolutely places the customer at the center of everything it does is Publix Super Markets.

Consider that the average tenure of a store manager at Publix is nearly 26 years.

“There is a lot of longevity in our company,” Maria Brous, director of media & community relations at Publix, previously told Loyalty360. “We get customer service and understand what that customer means to us. That is truly unique to us and it’s something we embrace and share with our associates during the onboarding process. Associates usually know within 90 days if they will make a career out of Publix. We’re truly unique because we’re all about the servant’s mentality. We must have that servant’s mentality and passion to serve. The way we treat our customers and the way we value their relationships are so important to us. It really is about treating customers like royalty. Treat the customers like kings and queens. While it sounds a little bit hokey, that’s why we haven’t had to change course.”

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