AI & The Future of Customer Service

Added 13/02/25 - 6 min read

AI is becoming a game-changer across multiple industries – namely in business, marketing and healthcare which have all adopted AI in some form to aid better decision making.

In business, AI data analysis aids commercial decisions. In marketing, AI deployed across marketing campaigns shines an even brighter light on consumer behaviour. Perhaps most importantly, in healthcare, AI is helping to remove human error and re-prioritise time for diagnosis and specialist care.

It’s clear AI poses an opportunity for positive change with a multitude of use cases. Yet, mortgage brokers have cautiously adopted AI tools up until now, often fearing automations might depersonalise their service. And understandably so. Mortgage brokerage is built on the quality of relationships, trust and contextual advice.

However, AI’s role is far from unpicking the interpersonal bonds brokers have with their client base.
AI-powered customer service tools, such as chatbots, self-serve platforms and knowledge bases, can improve client satisfaction, streamline operations and free up brokers’ time for higher-value work. In the end, brokers could find themselves with improved client relations and more time to spend on them.

Read on to explore the transformative potential of AI in customer service and receive actionable advice to help your firm integrate AI into its client support strategies.

The Rise of Self-Serve Support in Customer Service

Self-serve support is revolutionising customer service, allowing clients to find answers to their questions quickly and conveniently. Adopting this approach can significantly reduce workload while enhancing client satisfaction.

What is Self-Serve Support?

Self-serve support refers to tools and resources that empower clients to resolve simple queries without needing direct assistance from a broker. This includes:

FAQ Pages: Answering common questions about mortgages, financial products, applications and timelines.
Knowledge Bases: Comprehensive guides covering everything from mortgage types to step-by-step application processes.
Client Portals: Secure dashboards where clients can track their application status, upload documents and access updates.

These tools offer 24/7 accessibility, ensuring clients can get the support they need at their convenience. As such, they can actually improve broker client relationships by increasing satisfaction and time to resolution.

Of course, it’s important to recognise that not every query is suitable for self-serve. A good rule of thumb is to create self-service in any area where the results of a query would be homogeneous - queries on current interest rates etc. Where advice should be tailored to the client, a broker will require involvement.

It’s also recommended to personalise the self-service model as much as possible, signposting clients to their broker of choice at the end of self-service answers so there’s always the option to speak to a broker directly.

Examples From Other Similar Sectors

Industries like banking and e-commerce have embraced self-serve support, with notable success. Much comparison can be drawn between mortgage brokering and banking – a focus on customer service, dealing with sensitive data and compliance processes - but it’s often reassuring for brokers to hear such a similar environment is ahead of the curve in adopting self-serve.

Banking: Many banks use client portals to enable account management and payment tracking.
E-commerce: Retailers use knowledge bases and chatbots to answer questions about returns, shipping, and product details.

Mortgage brokers can adopt similar strategies, such as creating self-serve FAQ pages or implementing knowledge bases, to streamline their support systems.

A Hypothetical Example

Imagine a brokerage that implements an AI-powered knowledge base chatbot to assist clients with common questions like "How long does mortgage approval take?" or "What documents do I need?" AI-powered chatbots provide instantaneous, accurate answers, continuously fact-checked and updated based on the latest resources it’s trained to access. It can also suggest related materials, such as guides on improving credit scores or preparing for the underwriting process, offering clients deeper insights.

This innovation not only reduces repetitive queries but also empowers clients to find tailored answers independently, freeing up the brokerage’s team to focus on complex cases and personal client interactions.

Benefits for Brokers:

Time savings through reduced manual responses.
Greater efficiency in managing client queries.
Improved client satisfaction with 24/7 support availability.

AI vs Human Support: Can They Co-Exist?

A common misconception is that AI will replace human customer service entirely. The truth is that AI and human support are complementary, each excelling in different areas.

The Hybrid Support Model

AI works best as a front-line support system, handling basic queries like, "What’s the next step in my application?" or "When is my appointment?" Human support remains vital for complex, emotional, or bespoke needs, such as advising on a client’s unique financial situation.

For example, a chatbot could guide a client through document submission, but when the client needs to discuss eligibility criteria, the system escalates the query to a human broker. This hybrid approach ensures efficiency while maintaining the personal touch that builds trust.

Training AI models on your firm’s policies, product details and tone of voice ensures the customer service experience remains consistent. There’s an obvious difference between self-serve and broker support which the client will recognise, however, they should feel that both approaches are part of one, branded experience as part of their client journey with your firm.

Brokers can advocate and educate their clients on how to use self-serve, encouraging clients to ask questions and fact-check anything discussed in private consultations. This adds a sense of trust to the self-serve model and gives the feeling of client independence and empowerment as they navigate their way through initial concerns and questions without fear of judgement.

Why Slow AI Adoption is Risky

While it’s more common to hear brokers say AI is risky to adopt, the opposite is true. Brokers who wait to adopt AI risk falling behind in an industry where client expectations are rapidly evolving.

Consequences of Doing Nothing

Shifting Client Behaviour: Clients now expect instant, 24/7 responses. Failing to meet this demand can result in dissatisfaction and lost opportunities.
Competitive Disadvantage: Brokers who embrace AI will offer faster, more efficient service, gaining a clear edge over those who do not.

Rather than viewing AI as a threat, brokers should see it as a chance to stay ahead of client demands and improve their service offerings.

Tools to Enable Self-Serve Customer Support

Implementing self-serve support doesn’t have to be overwhelming. Here are practical tools brokers can use to get started:

1. Knowledge Bases

A knowledge base is a central hub of information that clients can access to find answers to their questions. Tools like Zendesk and Helpjuice make it easy to create and maintain a professional knowledge base.

2. Chatbots and AI Assistants

AI chatbots, such as Intercom or Drift, can handle repetitive queries, guide clients through simple processes, and even collect initial details for mortgage applications.

3. Automated FAQs

Platforms like Freshdesk allow brokers to create dynamic FAQ pages that adapt to client needs. These pages can reduce the number of repetitive queries handled manually.

4. Client Portals

Client portals provide a secure, self-serve environment for clients to track their mortgage application progress, upload documents, and communicate with their broker. Platforms like Blend and Floify are designed specifically for the mortgage industry.

Overcoming Barriers to Adoption

Some brokers may hesitate to adopt AI due to challenges around cost, complexity, risk and fear of depersonalisation. But these barriers aren’t unsurmountable. Here’s how you can overcome them.

1. “AI Costs Too Much”

Affordable options exist, with many tools offering tiered pricing plans suitable for smaller brokerages. Investing in AI often delivers strong ROI through time savings and improved client satisfaction.

2. “AI is Complex”

Modern AI tools are designed to be user-friendly, with intuitive drag-and-drop interfaces for creating knowledge bases or setting up chatbots.

3. “AI is a Compliance Risk”

Leading AI tools are designed to meet GDPR and other regulatory requirements. Always choose reputable providers and ensure proper data handling practices.

4. “My Clients Want a Human”

AI doesn’t eliminate the human touch—it enhances it. By handling simple queries, AI frees brokers to focus on more meaningful interactions, providing the personal attention clients value.

AI-powered customer service is transforming industries, and mortgage brokerage is no exception. Self-serve tools, chatbots and knowledge bases allow brokers to provide efficient, round-the-clock support while maintaining the personal touch clients expect.

Don’t wait for clients to demand it—get ahead of the curve. By embracing AI now, brokers can improve efficiency, build stronger client relationships, and secure a competitive edge. Explore our AI resources and guides to start integrating AI-powered tools into your brokerage today.