Raelin Sawka Musuraca

Personal Work

Creating Process Out of Emotional Chaos

Leveraging deep customer understanding to create a formal process for engagement.

The Problem

Following the 2008 financial industry crash, mortgage borrowers were left in emotional turmoil and faced with complicated processes for righting their financial problems. BSI Financial Services needed to reach these borrowers, yet the process was daunting and emotionally fueled for their own representatives.

1.png

The Methods

Listened in to service calls to understand the difficulty of the process and develop a psychological understanding of the mortgage borrower. Completed a Hierarchy of Needs Map to uncover motivations and emotional insights (right), helped visualize the customer motivations, and journey mapped the counseling process.

The Solution & Results

Developed and trained BSI representatives on a “Cold to Sold” consumer-engagement program that included contact center training scripts and consumer marketing communications materials.

Raelin Musuraca