"Leverage technology to improve the customer experience, not just the back-office." That was the message ABN Amro executive vice president William Newman gave attendees in his keynote address at the Sixth Annual Mortgage EC Conference in Las Vegas."We spend too much time managing the business that comes through the door and spend too little effort and money acquiring new clients and improving their experience," Mr. Newman said. Though ABN Amro and its Mortgage.com division have led the way in offering one-fee mortgages and monitoring the consumer experience, he said that message applies to his company as well.

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