TY - GEN
T1 - Continuous Improvement Model for the Increase in the Conversion Rate of Digital Sales Opportunities of Mortgage Lo
AU - Quiroz-Flores, Juan Carlos
AU - Collao-Diaz, Martin Fidel
AU - Ali, Ahad
N1 - Publisher Copyright:
© 2023 IEEE.
PY - 2023
Y1 - 2023
N2 - This article discusses using digital media by banks to promote the sale of mortgage loans. It highlights the importance of the conversion rate, which compares the number of customers who purchased a mortgage loan to the number of potential customers who submitted their applications. The article proposes a continuous improvement model to increase the conversion rate by addressing capacity issues and redesigning the lead nurturing process. It also emphasizes the importance of employee development, lead management, and process standardization. The model is based on the PDCA cycle and incorporates various tools and techniques. The approach was implemented by hiring new sales filters, training, and acquiring the necessary resources. This resulted in an 8\% conversion rate increase and improved lead nurturing efficiency. The model fits the current market needs and can be applied to any organization with high lead demand.
AB - This article discusses using digital media by banks to promote the sale of mortgage loans. It highlights the importance of the conversion rate, which compares the number of customers who purchased a mortgage loan to the number of potential customers who submitted their applications. The article proposes a continuous improvement model to increase the conversion rate by addressing capacity issues and redesigning the lead nurturing process. It also emphasizes the importance of employee development, lead management, and process standardization. The model is based on the PDCA cycle and incorporates various tools and techniques. The approach was implemented by hiring new sales filters, training, and acquiring the necessary resources. This resulted in an 8\% conversion rate increase and improved lead nurturing efficiency. The model fits the current market needs and can be applied to any organization with high lead demand.
KW - capacity
KW - Continuous improvement
KW - conversion rate
KW - financial entity
KW - PDCA
KW - pre-sale
KW - process redesign
UR - https://www.scopus.com/pages/publications/85179547401
U2 - 10.1109/CONIITI61170.2023.10324034
DO - 10.1109/CONIITI61170.2023.10324034
M3 - Contribución a la conferencia
AN - SCOPUS:85179547401
T3 - 2023 9th International Conference on Innovation and Trends in Engineering, CONIITI 2023 - Proceedings
BT - 2023 9th International Conference on Innovation and Trends in Engineering, CONIITI 2023 - Proceedings
A2 - Triana, Jenny Paola Hernandez
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 9th International Conference on Innovation and Trends in Engineering, CONIITI 2023
Y2 - 4 October 2023 through 6 October 2023
ER -