I want to share a few news stories profiled about the funeral industry just last week; “FTC Undercover Inspections of Funeral Homes in Nine States Test Compliance with Funeral Rule Disclosure Requirements, Unlicensed Funeral Director Probed for Questionable Cremations, Funeral Home Owner’s License Revoked After Settlement, and Family Alleges Funeral Home Buried Wrong Baby During Service.”
With those sorts of headlines, is it any wonder that consumers are skeptical when they walk into a funeral home? We know that with any profession, there are bad apples and operators. A quick internet search will reveal similar news about poor practices in financial, medical and other industries. My point here is that the funeral industry is not leading the charge of positive news and demanding necessary change; rather we are allowing the negative news to dominate the headlines.
The FTC mandated General Price List disclosure is a fundamental regulatory tenet of our business. Violations sit squarely in the lap of funeral home owners, period. I have personally conducted “secret shopper” services for funeral home owners and to their dismay; some of their employees would have cost significant fines for lack of disclosure. But why should there be surprise when funeral homes conduct no consistent training, monitoring or any regular oversight of their directors? Our industry is predicated on people who when the proverbial “arrangement room door closes,” the funeral home owner and the family are subject to whatever information the individual funeral director provides…right or wrong. What really fascinates me is the posture many in our industry maintain about training, “trying something new”, use of digital presentations, or changing their current operations.
There is a story I heard about the differences between a Kiwi bird and an Eagle. The Kiwi bird is short, has a long beak, and is flightless because of its lack of wing structure eating bugs, worms and such. The Eagle has large wingspans, a hard beak, with powerful talons and eats small game. The Kiwi spends its day trying not to be eaten by predators and searching for food in fields with high grass, basically keeping their head down and only paying attention to just what they can see beyond their beak. The Eagle takes to the sky searching for opportunity to gather its food. So, if a field is on fire, the Kiwi keeps right on going about its business and doesn’t know the field is ablaze until its beak is on fire. On the other hand, the Eagle circles above to prey on the food that will be running from the fire…
We have too many Kiwi’s in the funeral industry…myopic, resistant to change, apathetic and no idea that the “field is on fire.” The FTC mandates, most States regulate, industry organizations (NFDA, ICCFA, NFDMA, etc.) offer best practices, yet the funeral industry Kiwi’s dominate the headlines. So, how do we change this dilemma?
First, the Eagles have to clean up our own house. The simple answer is training and behavior modification. Create and conduct regular in-house training on relevant functions such as when to provide a family your GPL, proper body identification procedures with checks and balances, etc. Sit in on arrangements and evaluate the information being provided to families. Of course many are afraid to do this…but who owns your business? Even more important, who is accountable and must face public scrutiny along with paying fines for poor behavioral practices of your staff? Demand accountability, but clearly communicate through training, monitor and follow-up your concise expectations. Training provides your team with the knowledge that as an Eagle, you set the operational tone of your firm. Failure to do anything short, well, you’re a funeral Kiwi.
Once we have our own houses in order, let’s all engage in providing a cure for our symptoms. How about we demand federal legislation that if a funeral home has a website, their GPL must be displayed? By providing consumers information, they can make educated funeral decisions. The firms that fail to either have a website or comply, well too bad. Let’s change the CEU system…attending boring classes about mundane subjects that have no teeth or relevant educational value is a waste of time and resources. How about add exams for the CEU’s with a high proficiency rating for continued licensing? Now, that sort of news would be much more encouraging to consumers if we are making serious efforts to “police our own.”
Okay, so there’s my two cents worth about the disturbing news last week and initiating conversation about solutions. For what it’s worth, yes, our firm trains at least 3 times per week. If you want to have conversation about how we accomplish this, please email me and we can chat. As for the Kiwi’s, frankly I don’t think we’ll hear much from them…they are too busy looking for worms. Let’s hear from you Eagles! Cheers y’all!