The Challenge
Mr. Cooper wanted to better understand the home buying and selling experience and how to anticipate and address customers’ needs throughout. Share More Stories worked with the team to bring deeper customer perspectives into its thinking about messaging and experience.
The engagement explored the experience in context: what was happening in people’s lives, how they approached their decisions, and the people and experiences that shaped their choices.
The Approach
Through SEEQ Sessions, we invited customers to reflect on, share and write stories about their home buying and selling experiences. Their stories and the conversations around them allowed people to describe the experience in their own words.
We combined AI-powered analytics with human interpretation to explore themes, emotional patterns and differences across those experiences. The work brought together what people experienced, how they felt about it, and the context behind their decisions.
What We Learned
We uncovered drivers of loyalty in the fiercely competitive — and largely transactional — mortgage servicing industry. The stories showed how closely practical needs and emotional experience were connected. People brought different circumstances, expectations and relationships into the process, shaping what they needed and what they valued in the support they received.
Feeling informed, supported and confident mattered throughout the experience. Understanding those needs in context helped the team consider how customer engagement could feel more relevant and personal, and how messaging and experience could better reflect what people were navigating.
From Insight to Action
We brought the research into a collaborative solutioning session with the Mr. Cooper team. Together, we developed new product ideas and approaches to customer engagement, grounded in what we learned.
The session connected the learning to opportunities for further exploration and testing. It gave the team a way to carry customer understanding into concept development and planning, with the insights providing a shared starting point for that work.