Yes have to agree you can bang on all you like about how good you think your own service is but until you listen to your customers rather than each other you will never grow your business.
The awful thing is that you could be very good if you actually delivered a system that gave the consumer what they want. You say that people come to browse, find a couple of products they like and then request advice from an expert.
That is plainly incorrect. You do not give the consumer a choice.
Here is a typical consumer experience of a Google search for mortgages. Lets call her Mrs Smith...
"I need to remortgage, better go online and have a look. Right www.google.com. Hmm, let me just type "online mortgage quotes" into Google, oh yes, there is moneysupermarket.com, I just to browse on a comparison site to begin with, they say on the telly they've got 8000 mortgages for me to choose from. Oh yes that's very good.
Now lets click on the link, oh yes, there is a form for me to fill in.
I'm a bit busy and I want my quotes but I can see that it says "Request Mortgage Advice", I don't want that yet but the link on Google said I would get online quotes so that can't be right. I'm sure moneysupermarket.com being such such a trusted brand wouldn't mislead me.
So I'll just put my details into the form and I'm sure they'll give me a list of eligible mortgages next.
Submit, oh, it's says please wait?
I'm sure my quotes will come along in a minute... oh no! Theres no quotes, what a con!
Someone's going to call me?
I don't want that yet.
Lets see if we can find a site that will give me quotes.
Someone said moneyfacts were good for that....lets go and have a look"
Five minutes later Mrs Smith gets a phone call from Joe Bloggs mortgage brokerage and gets told by Mrs Smith who promptly tells him all she wanted was quotes. Joe Bloggs sends this in for a refund after Mrs Smith tells him she will back him up because she also agrees it's not fair and guess what, no change.
I would have thought that now Moneysupermarket have lost the First Plus cash cow you would concentrate on improving your service in other areas.
All you need to do in order to get my business is:
Promote your sites fairly on Google
Properly opt in your customers so they know they will get a call from a NAMED adviser (I mean I thought this was necessary to be compliant anyway? Your new lead form makes no mention of the adviser that will be in touch).
Have a fair refund policy like the other lead providers.
If you want to call me to discuss how you can improve your business I will be more than happy to help.