Community Trust's customer experience team laser-focused on elevating service standards
This article was produced in partnership with Community Trust
If one thing can be said about Community Trust's customer service, it's this: they are committed to excellence.
“We won the DALBAR Award for customer service last year and are currently the only Community Trust team and the only financial institution in the alt-a space that can claim this achievement,” said Samantha Clarke, manager of the Mortgage Advisory Team. “It’s a huge win that solidifies how hard we work.”
But Clarke and her team are not going to sit still and savor victory for too long. “We’re hoping to win again this year,” she adds.
‘We value our brokers’
Clarke, who comes from a broker background, started at Community Trust three years ago as a mortgage advisor. She was drawn to the elite service, unmatched by any other lender, that provided brokers multiple ways to connect, whether by email or live via the Partners Line, which is open Monday to Friday from 8 AM to 8 PM, where brokers can expect their call to be answered in 30 seconds or less. Clarke relates strongly to the service Community Trust offers — she would have loved to experience it when she was a broker — and she believes in continuing to provide the gold standard of service.
Now, she leads a team that is dedicated to enhancing the broker experience, putting herself back in the “brokers’ shoes.” “We want to be the best by giving our brokers the best experience,” she said. “We need to treat them the best we possibly can. We’re trained to be available, and even though we might not have the answers right away, we’re there to listen, support, and point brokers in the right direction.”
Linelle D'Souza, senior manager of customer support and experience, joined from Questrade, Community Trust’s parent company, and was happy to see that her new team was aligned with the same customer-centric approach, which she calls “more personalized.” With over two decades of experience in the contact center space focusing on customers within the financial services industry, D'Souza is excited to provide the same level of support to brokers to help them close deals. “It’s an area where there’s a lot of opportunity to stand out from our competitors,” she noted.
Always raising the bar
The goal is to continually evolve and improve the broker experience, making it clear that brokers are heard and their relationships are valued. The team is always striving to deliver as promised; it’s all in line with “walking the walk.”
“We’re with them on this journey — that’s what we want to convey,” D'Souza said, adding that Community Trust is also known for its broker-centric involvement across the board, including hosting many events where they get to meet their partners in person. “We offer personalization and build relationships over time, and those interactions differentiate us. We get to know them and put a face and a name to a deal.”
From changing quality goals with monthly scoring for calls to making adjustments based on broker feedback, the service provided is tailored to meet the specific needs of the demographic it serves. For example, the team implemented a “first point of contact” approach on the Partner Line to limit transfers. However, brokers expressed that they wanted to reach specific individuals, so Clarke pivoted, “opening that communication line and enabling that flow.”
“They also like the voicemail option because it’s hard to relay the same story over and over again,” she recalled. “We now have the option to leave voicemails for the party they want to reach, if they prefer.”
Another area of focus is response time. In an effort to make the experience as seamless and stress-free as possible, the team is working toward achieving first-contact resolution. They also prioritize replying to and following up on emails for brokers who want quick answers or who reach out outside of business hours.
Clarke thrives on the feedback about her team, not just regarding how diligently they work on resolving inquiries, but also about how they remain calm, take the time to listen, and leave brokers feeling reassured. Part of their strength lies in their diversity, with each member bringing different life experiences and backgrounds to the table. Always present at broker events, Clarke says hearing about team members by name or being apprised of specific interactions makes it clear she’s on the right track.
“You can hear it in those conversations — they’ve never had an experience like the one we offer,” she stated.
The bar is constantly moving upward, but one thing that never changes is the consistent service that brokers can count on. The team aims to set the gold standard for broker service and stand as the first point of contact.
“We want you to remember us,” D'Souza sums up. “We want to be your first option. Regardless of whether you’re the broker or the borrower, we’re going to treat you with the best possible experience to gain your trust and loyalty with Community Trust.”
