Service Wins the Game

2/18/2025

Customer service is a phrase thrown around a lot in business, but what is excellent customer service? What does it look or feel like? How do you know if you are providing it?

In today’s cremation and funeral market, customer service is a strong differentiating factor. It is an important action you must take to elevate yourself above your competitors. Dr. Tony Alessandra said it best:

“Being on par in terms of price and quality only gets you into the game. Service wins the game.”

Think about how customer service ties into your day-to-day work with families. These interactions could take place with a family that has lost a loved one, someone looking for information, or maybe during a community event that you attend or take part in. Each is an opportunity to show people the superior level of customer service you provide.

The thing about customer service is that it is subjective—everyone has his or her idea of what customer service should be. With that in mind, here are some things to consider for your customer service standards:

On the phone

Consistent greetings
Making sure that all employees answer the phone the same way with a proper, warm greeting ensures the person on the other end of the line that they have chosen to call the right place. An example of a good greeting would be “Thank you for calling (business), this is (your name), how may I help you?”
Relevant answers
This can sometimes be tricky, as you want to be able to meet your customers’ needs but you need to take the time to truly understand what answers they are seeking. Are they looking to pre-arrange? Has someone passed? Is someone imminently ill? Asking pertinent questions before responding will show the person on the phone that you are interested in them and their situation.
Technical Proficiency
Again, this sounds straightforward. But a good handoff from one employee to another to take time for an exchange of known information can make a big difference to the customer. Transferring the information is just as important as the physical transfer of the call because it ensures a customer doesn’t have to repeat questions and answers multiple times. Also, make sure your staff knows where to transfer each call. There is nothing worse than being transferred several times because the customer wasn’t connected with the proper person from the start.

At the location

Clear Directions
Having proper and clear signage is important. Let’s face it, our locations are intimidating to a lot of people. Make sure they know where to go, and they’ll be much more comfortable.
Welcoming Greeters
First impressions are important, and how you greet people entering your location can set the tone for customer service expectations. Is it the expectation to meet people at the door? Do you have a receptionist? If you do, does that receptionist stop what they are doing and walk around the desk to greet the family as they enter?
Amenities
Think about all the little things that you can do at your location to make a visitor feel comfortable and at ease. Seemingly small things make big customer service impressions. Do you have a family lounge? Do you provide coffee, soda, or cookies? Are there comfortable waiting areas? Are the restrooms clean and accessible?
An outside perspective
Put yourself in the place of the family sitting across the table. In today’s competitive cremation market, customer service is even more important to driving customer loyalty and building brand equity. One thing to consider as a best practice is to start arrangements by setting clear and concise expectations to ease a family’s anxiety in an unfamiliar setting working through a process that they have little or no experience with.

In the community

What is the expectation for you and your staff to be involved in the community?
Getting involved in community events and organizations is another form of customer service. This is also a great way for people within your community to ask questions about your services in a casual setting.
What are some events that you can host to build appreciation and goodwill in your community?
Holiday services, community fun days, and blood drives are just a few examples of events that you can host. If done well, your community will view these as exceptional customer service associations with your brand.

No matter what type of plan you put together you should always measure against the expectations that you have set. Find a way to survey your families so you can assess whether you’re delivering on your expectations, and as a way to self-correct and improve.

As you develop your plan, think about some of these keys to exceptional customer service:

Listen. Active listening is a key to understanding and the foundation for great service. Listen and ask questions for understanding, letting the person know that you are truly invested in what they are asking or saying.
Know your products/services. Make sure you and your staff are subject matter experts on what you provide. Take time to train your staff on the value of what you do and what you offer them. Transversely, if you don’t know the answer to something, let the person know that you don’t have that answer but would be happy to find it out. This can be much more powerful and give you more credibility than stating something incorrectly or making up an answer.
Be friendly/approachable. A smile and positive body language can go a long way in perception.
Be responsive. Make sure that you are following through and following up with people quickly. Communication is key, internally with your staff and externally with your customers.
Manage expectations. Set a standard and hold yourself and staff accountable to it. By the same token, make sure your customer understands what you are doing and when you will do it, which will eliminate incorrect assumptions on both sides.

These guidelines are crucial to delivering excellent customer service in our increasingly competitive industry. As you build your plan for success, remember the words of Jerry Fritz:
“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.”

You don’t have to work on improving your phone customer service alone. Consider CANA’s Your Best First Impression: Phone Shoppers online course. Available online, on-demand, at your pace, on your schedule, and (in some states) for CEUs, this course improves your strategy for talking to prospective families on the phone. Learn more: cremationassociation.org/eduonline#phoneshopper

Want to make your best first, second, third and fourth impression? Become a CANA-Certified Cremation Specialist and develop soft skills that bring excellent customer service to every arrangement conversation. You’ll take courses that remind you why we have two ears but just one mouth, how you can meet a family in the middle to present their loved one without preservation, what to consider in developing your own ethical framework and much more. You’ll find new confidence in your ability to answer the next call with a high level of service, no matter who’s on the other end. Learn more at cremationassociation.org/ccs – hurry back! Registration opens April 1.

This post excerpted from “Excellent Customer Service in Any Arrangement Conversation” first published in The Cremationist volume 54, issue 4. Members can read the full article by logging in to the CANA website. Not a member yet? See the full benefits of membership and join today!

Winter Park, Florida-based Foundation Partners Group is one of the industry's most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 250 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experience-centered approach allows us to deliver truly innovative and compassionate care to the families we serve. Visit www.foundationpartners.com to learn more. 

2025 Predictions: 3 Ways End-of-Life Offerings Can Adapt to Meet Consumer Demands

2/3/2025

As we step into 2025, the end-of-life industry is evolving rapidly. Changing consumer preferences, advancements in technology, and a growing awareness of environmental sustainability are reshaping how individuals and families approach funeral planning. To keep up, service providers need to innovate and adapt—but the good news is that these changes bring exciting opportunities to better serve families during some of life’s most meaningful moments. Here are three predictions for how the industry can adapt to meet these new demands.

Prediction 1: Go Green

Did you know that 84% of Americans would consider “green” funeral options? According to the Kates-Boylston Publications 2021 Green Survey, this growing trend highlights a societal shift toward sustainability, and it’s transforming the funeral industry. Families are increasingly seeking ways to honor their loved ones while also being mindful of their environmental impact.

Understanding the “Green” Spectrum

"Green" means different things to different people. For some, it’s about offsetting carbon emissions and minimizing environmental impact. For others, it’s about leaving a positive legacy—such as choosing a Memorial Tree in a protected forest, where their final act contributes to the health of the planet. These options not only reduce one’s ecological footprint but also provide families with deeply meaningful ways to remember their loved ones.

Education and Options Are Key

With options like natural organic reduction (also known as NOR or human composting) gaining popularity, education is crucial. While this process is legal in only a handful of states, awareness is growing. Families also want guidance on spreading ashes in natural spaces—whether in forests, oceans, or other protected areas. By educating families about these options and the regulations in their state, providers can empower them to make informed choices.

It’s also worth noting that year over year, there is a 22% increase in people searching for “green burial” on Google. Providers who offer a range of environmentally friendly services and clear guidance will stand out in this growing market.

Action item: Research what green options are available in your community. Write a blog or email newsletter sharing those options with your community. Our partners at Mueller Memorial have hosted “green options” educational seminars with record attendance!

Prediction 2: Online Everything

The days of strictly in-person funeral planning are fading. As Gen X and Millennials take on more responsibilities for planning end-of-life arrangements—both for their parents and themselves—they’re bringing with them the expectation of seamless online experiences. According to NFDA's 2024 Consumer Awareness and Preferences Report, 40% of consumers now begin the arrangement process online, and 25.9% would prefer to make prearrangements online instead of meeting with a funeral director in person.

Meeting Consumers Where They Are

Today’s planners value convenience, transparency, and the ability to explore their options without pressure. They expect digital tools that let them browse services, compare prices, and even schedule consultations at their own pace. Offering online preplanning forms, virtual tours of memorial sites, and easy payment portals can make a significant difference.

A Digitally Enhanced Brand

End-of-life providers need to ensure the solutions they offer are paired with a robust digital presence, creating a seamless experience for families that reflects consumer values and meets their needs. This blend of innovation and tradition doesn’t just build trust—it fosters customer loyalty and supports premium pricing.

Funeral homes and service providers who invest in digital tools and prioritize user-friendly experiences will not only attract tech-savvy consumers but also position themselves as forward-thinking leaders in the market.

Better Place Forests has had success with sharing its core products and services online via an “online forest tour.” Families love the ability to easily align as a family and better understand if a Memorial Tree is right for them.

Action item: Brainstorm with staff about what’s unique to your products and services. If it’s not on your website, take the time to add it!

Prediction 3: An Ongoing Relationship with Families

One of the most significant shifts in the end-of-life industry is the rise of cremation, which now accounts for 60.6% of arrangements in the United States, according to CANA’s 2024 Annual Cremation Statistics Report. That report states that cremation rates are expected to rise in the US until a projected plateau of around 80% as early as 2040. This shift toward cremation has given families more flexibility in how and when they choose to memorialize their loved ones. Instead of traditional timelines, many families are now spreading ashes or holding commemorative events on meaningful dates—like birthdays, anniversaries, or holidays.

Staying Connected with Families

To stay relevant, providers should build lasting relationships with families. This could involve sending gentle reminders or offering services tied to significant dates. For example, helping families plan a gathering to spread ashes on the anniversary of a loved one’s passing or offering ideas for honoring their memory during Mother’s Day or Father’s Day can be incredibly meaningful.

Supporting Families Beyond the Immediate Moment

Families increasingly value ongoing support. Providers can offer services like memorial newsletters, annual tree-planting events, or even digital tools to help families keep track of important dates. By staying engaged, providers not only enhance customer satisfaction but also create opportunities for additional services and deeper connections.

Action item: Start a newsletter to engage with families who choose cremation and your firm. Many may still be interested in memorialization products and services, as well as advice on living with grief.

Looking Ahead

The end-of-life industry is at a transformative crossroads, with consumer preferences changing at a rapid pace. Embracing green options, enhancing digital capabilities, and fostering long-term relationships with families are not just predictions for 2025—they are essential strategies for staying relevant and impactful.

Looking for more predictions? CANA’s research shows that the national cremation rate has grown steadily and predictably for the last 50 years. But now, after decades of accelerated growth in the United States, CANA now begins to see evidence that the national growth rate is slowing, a common statistical occurrence after the rush of adoption reaching at 60.6% in 2023.

CANA’s 2024 Annual Statistics Report shows that the annual cremation growth rate is starting to wane. This supports the association’s observation over the past few years that the US is entering a “deceleration” period of cremation. This growth rate is now expected to slow—but not to reverse.

CANA predicts that cremation rates will continue to rise until a projected plateau of around 80%. In 2023, CANA added a new color to the popular “heat” maps of US and Canadian cremation rates, highlighting the individual states and provinces with cremation rates above 80%. The diversity of cremation rates persists across both the Canadian provinces and the US states. By 2033, CANA research predicts the cremation rate in all states will reach or exceed 50% with the national rate surpassing 70%.

Ineke Van Waardenburg is the Chief Operating Officer at Better Place Forests. Better Place’s mission is to guide a comprehensive end-of-life experience deeply rooted in nature. Better Place is home to America's first conservation Memorial Forests, where thousands of families have chosen a mature, living tree in a protected forest as their final resting place. Better Place is an industry leader at bridging online and in-person experiences to help meet families where they are.