Is your CX a Memory Maker or an Order Taker?

Around 25 years ago, my wife and I signed a mortgage agreement for a house we anticipated would become a family home. After, 300 repayments, two extensions, two sons (one now left for Uni), a dog, several new neighbours and a turnover of family care, we have just made the final repayment. Wahay! It's big news to us.

Our house has been a wonderful home throughout; evolving as we've grown and reflecting our tastes and interests as our children have grown. Some decisions, such as a log cabin just before the Covid outbreak, turned out to be fortuitous life changers (a remote classroom during lockdown). Others, such as forgetting to bring the family bikes in from the garden one winter have proved more costly!

But throughout this we've had a companion allowing this to happen, our mortgage provider. Each month we've chipped away at what's owed and each year seen the amount decrease. And we've been pleased by our choice of mortgage 25 years ago, which has proven more efficient than others throughout. They've been there, like a running companion seeing us through all weathers, and have helped us cross that finishing line (in case you wondered about the relevance of the title image).

In the last year we've recognised we are coming to the end of our repayments, which is a milestone in lots of ways for us, as I'm sure it is for others. It signifies that we've aged somewhat, they've we've kept on top of the largest financial commitment we've ever had, we've worked hard to achieve that, we will have some more income to use in other ways, we are free of property debt and that we can officially tick 'home owner' officially on forms.

Looking back, alongside the moment our eldest received his A-level results and dropping him at University, and our youngest starting senior school, this is probably what we will remember most.

It's a moment that matters to us. So I am confused why our 25 year partner, Barclays, are not sharing our joy? This is their moment to be 'memory makers', instead we've had two contacts recently which suggest when it comes to customer experience, it's about order taking.

Confusion clouds celebration

However, the two recent communications I have received from my mortgage lender are probably the two most confusing, and demonstrate they know me for my transaction, but nothing more.?

The first starts, 'Your final redemption statement'. Not quite how my wife and I referred to finishing our mortgage. The document goes on to state, 'thank you for requesting a final redemption statement'. Well, neither my wife or I have instigated this. It goes on to talk about 'calculated to the date you expect to pay your mortgage in full'. Having paid by direct debit since the beginning, we'd assumed it would be collected on the same date as it is every month. And then there are references to 'capping my MCA reserve facility' (something to do with a bank account, we've never used, associated with the mortgage).?

There is also a table of what interest we will pay if we decide to pay up to 30 days late. This is the first time this has been proposed since we took it out in the last century. And a series of payment options with new bank details to pay it to. Plus language such as 'schedule of payments to make', when we had just one to go.

And buried in this is a note to say they will take it by direct debit and then cancel the direct debit anyway.

Not quite the 'memory maker' experience I may have wished for. In fact possibly the most confusing letter we have received in the 25 years.

And then we receive a text to tell us that as from our December payment, the interest rate on our mortgage will go up.

Maybe I should be glad that I'm not affected, but I'm more disappointed that it underlines the 'Order Taker' nature of the experience. I'm sure anyone working with customer data can see what's happened and knows how to prevent it. The sad thing about this is the support comes across as quite helpful. But with every new word in the text it underlines, 'we don't really know you, even after 25 years'.

In fact, you could argue they don't even know about my order with this message. This moves the experience from 'Order Taker' level to the third class; 'Heart Breaker'.?

It is a shame that after 25 years of the product and service delivering what was promised, the end for our mortgage relationship is like this. Especially, when inside my wife and I feel really good.

Please don't waste the moments that matter to your customers. Think about how you can be a memory maker, and remain with them long after the order is complete.?

Posted by Christopher Brooks, 25 year+ mortgage customer

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