I believe that every family should be provided information in order make an educated funeral decision. There was a time when collective thoughts were the earth was the center of the universe…until Copernicus proved different. Combined with Kepler’s theory of the earth rotating around the sun, significant changes of beliefs and even the foundation of our modern day calendar was created.
OK, to be clear, I’m certainly not claiming to be Copernicus or Kepler, but there are many in our industry that believe the funeral home is the center of the funeral universe, and everything else revolves around it. Yet in actuality, the funeral consumer is the center of the funeral universe, and it is our obligation to revolve around them.
The funeral consumer is consistently evolving. Think not? A short 25 years ago cremation was barely a conversation and the average casket purchased was a stainless steel…and today? Where did consumers get their information 25 years ago about funerals? From the funeral director during arrangements…and where do they get their funeral information today? Primarily from the internet prior to making arrangements. Information on the internet varies dependent on the Google search by the researching family member. They could read anything from the Money Magazine articles about the high cost of funerals to online cremation companies that boast $795 cremation prior to landing on a local funeral home website.
My point is that not long ago the funeral home was the center of the universe and the primary source of information to consumers about our industry. Whatever was presented to families, like the value of service, types of caskets displayed in a showroom or whatever the funeral director said, was pretty much the only information the family had to make their decision. How about today? Families are educating themselves, forming opinions and often making decisions prior to walking through the funeral home door.
What is your funeral home doing to revolve around the ever changing funeral consumer? Are you leading the conversation in your community about the funeral industry? What information is provided on your website? What training is being conducted at your firm to provide families information in order to make educated funeral decisions? Does your firm offer the latest <fill in the blank> services and products that families are seeking? Or, do you actually still believe that the funeral home is the center of the funeral universe?
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