Most loan officers ask for feedback once: a one-line “how did we do” text after closing, maybe a Google review request, and that is the end of it. Most lose the signal that would have told them where the file friction sat, which referral source produced the highest NPS borrowers, and which milestone in the process generated the strongest emotional response. The signal exists; the capture mechanism rarely does.
BNTouch’s Surveys module is the capture mechanism. It builds custom-question surveys, attaches them to records, ships them as part of campaign emails, and aggregates the responses into reports per record and per cohort. Here is the operator’s view of how it works.
The team’s framing is plain: “Survey will allow you to capture client responses.” Three pieces. One: you build a survey from a question bank with multiple question types. Two: you ship the survey by embedding it in a campaign email. Three: the responses save back to the borrower record and aggregate at the survey level so you can analyze patterns.
Question types you can build with
From the demo: “Different genres different types of survey questions.” The supported question types include multiple choice, scale (1-10 or 1-5), open text, yes/no, and rank-order. The mix means you can ask both quantitative questions (rate this on a scale of 1-10) and qualitative questions (in one sentence, what would have made this easier).
Real-world question structures most BNTouch shops use:
“On a scale of 1-10, how likely are you to recommend us?” (NPS-style)
“Which step in the process felt the slowest?” (multiple choice with milestone options)
“In one sentence, what would have made this experience better?” (open text)
“How did you originally hear about us?” (multiple choice for source attribution)
“Would you use us again for a future loan?” (yes/no with optional explanation)
How surveys ship
Surveys do not send by themselves. They ship as part of an email step inside a campaign. From the demo: “Add it to an email that would be sending out to the contact” and “click insert survey.”
Inside the email editor, the LO inserts the survey at the cursor, the survey renders in the email body, and the borrower clicks through to respond. The response captures and saves automatically.
This is the design choice worth respecting. Surveys are not a separate broadcast mechanism. They are a layer that rides on top of the existing campaign infrastructure, which means the survey logic inherits multi-language routing, co-branding, and trigger timing for free.
Three campaigns most BNTouch shops build surveys into
Campaign 1: post-closing satisfaction survey
Seven days after the closing date, an automated email lands with a five-question survey. The questions cover the closing experience, the LO experience, the realtor experience, the timeline, and a final NPS question. Most borrowers respond because closing day is still fresh.
Campaign 2: mid-application friction survey
At day 21 of an application, an automated email lands with a two-question survey: where in the process the borrower felt unclear and what we could have done better. The early signal lets the LO course-correct before the friction kills the file.
Campaign 3: realtor partnership health survey
Quarterly survey to active realtor partners. Five questions on the volume of referrals, the responsiveness of the LO team, the perceived quality of the co-branded marketing, and any open requests. Captures partnership health before it turns into churn.
The per-record response detail
From the demo: “From within each record that a survey has responded on, you can get a detailed view of their responses.” Each borrower’s full survey response saves to their record. The LO can open the record, see the survey responses, and use the qualitative answers in follow-up conversations.
This is where the survey infrastructure earns its place. The aggregate NPS is useful for management. The per-record qualitative answer is the actionable detail that drives the next conversation.
Aggregate reporting
From the demo: “How many answers I’ve gotten on this survey, how many of each answer today, this month, this year. I can also get reports on…”
The aggregate view shows response volume by time period and answer distribution per question. Use it for:
NPS trending over time. Are we getting better month over month?
Source attribution audit. Where are our highest-scoring borrowers actually coming from?
Process bottleneck identification. Which milestone consistently scores lowest?
LO-level performance. Which loan officer’s borrowers consistently report stronger experience?
Survey data on the record card
From a separate demo on the borrower record structure: “Answers to survey questions and even personal details” stored against the record. The survey responses become first-class fields on the record, queryable in saved searches.
Practical use case. You can build a saved search for “borrowers who scored 9 or 10 on NPS and have not yet been asked for a referral” and trigger a referral-request campaign against only that filtered set. The mechanic turns survey data into pipeline.
What good survey design looks like
Five rules we follow when designing survey campaigns for mortgage shops:
Five questions max. Response rate drops sharply past five. If you need ten questions, run two surveys at two different points.
Quantitative first, qualitative last. Borrowers answer multiple-choice and scale questions faster. End with the open text so they have momentum.
One NPS-style question per survey. Comparability across time depends on consistent NPS. Pick one phrasing and stick to it.
Survey reminder if no response after 3 days. Send a single reminder, no more.
Tag respondents into a post-survey campaign. Promoters get the referral ask. Detractors get the LO call. Passives get the nurture.
One mistake to avoid
Do not send a survey before the file is at a logical stopping point. A survey at day 5 of underwriting captures nothing useful because the borrower has not formed an opinion yet. Surveys land at meaningful moments: post-application, post-closing, post-anniversary. Match the survey timing to a moment where the borrower has something concrete to evaluate.
See Surveys configured live
The cleanest evaluation is to see a survey campaign with real response data attached. Request a demo and ask the team to show you a populated post-closing survey campaign with the response aggregation report.
