Quality vs. Quantity: How to Make Sure Your Customers are Satisfied

2/18/2026

There are many different types of customers in the market. If you've been in the game for a while now, you might have encountered a customer who wants to build a long-term partnership with you or a customer who can never be satisfied with your products and services. It can be challenging to encounter customers like that. It can damage you and your team's confidence in being able to satisfy your customers. It can also force you to reevaluate how you think your company should be operating even though the reality might very well be that you're just not serving the right customer based on your products and services. Fortunately, there are things that you can do avoid being in this situation.

In order to build long-lasting and mutually beneficial relationships with your customers, you first need to find the right customer for you. This involves research that might be overwhelming at first glance, but you've come to the right place if you're looking for some help. We've done the research for you, and this article serves as a summary of what you can do to serve quality products and services to the right customer. Of course, if you want to know the details, then you might want to check out our course.

But for now, here are five things you can do to find the right customer and give quality service every single time:

Understand the needs of your market.

First and foremost, your products and services can only fulfill the needs of a customer from the right target market. As such, you need to understand what they're looking for and what you can do to match those needs.

Spend some time in forums or wherever your potential customers hang out to get insight into the common features they're looking for in the products or services you plan to offer.

You may also want to engage them in conversation to get a more in-depth perspective on what you can do to effectively infiltrate the market as well as the quality they're looking for.

Check your capabilities.

Another thing you can do to ensure that you're always serving quality to the right customer is to check your capabilities. While taking more orders might be tempting as it means more profit and revenue, you have a reputation to build and protect.

Take the time to check your inventory, financials, and team status.

Can you fulfill the orders on time?
Can you do it in such a way that you won't be sacrificing quality for quantity?
Can you handle potential customer questions on your product and services?

These are some of the questions you might want to keep in mind to prevent aggravating your customers and turning what could have been the "right customer" into a "customer from hell."

Always prioritize customer satisfaction.

If you've done your research and you're confident in your ability to deliver, then chances are that all your current customers are satisfied. However, you need to remember that someone will always come along who might demand a little more from you.

These customers may be encountering your company for the first time and thus may have a few more questions than normal. Answering questions promptly and engaging them respectfully and politely helps build customer satisfaction, which you can use to make sure to not only build your reputation but also integrate giving quality service within your company culture.

Build long-term customer relationships.

A satisfied customer is one who will more than likely return to subscribe to your products or services. As such, prioritizing quality over quantity gets you a one-way ticket to long-term customer relationships that drives regular profit. These are the customers you want to serve, but keep in mind that requires the effort that's detailed above. While you can never make sure that everyone is satisfied, doing your best means that if you still encounter someone who might be disgruntled with what you've given them, then chances are that they aren't the right customer for you. Focus on the ones you can serve and trigger business growth.

Monitor your growth.

Speaking of growth, another thing you can do to keep up the quality of your products and services is to keep an eye on your company performance. If you think you're in a position to offer more and to grow your repertoire, then by all means, do so. Do your research on who else might benefit from what you offer and adjust accordingly.

Always keep in mind that growing your business means that you need to reach the customers who can support your company all the while ensuring that the quality of your products and services aren't compromised.

By the end of this article, you should have a more comprehensive idea of what you should look for and what you can do in balancing quality and customer satisfaction. It's a hard balance to achieve but it’s not impossible. Check out CANA’s Deathcare Business Administrator course if you want to make sure that you're achieving that balance every single time.

As you plan for the year ahead, it’s the perfect time to invest in your team’s growth! Enrollment is now open for the Deathcare Business Administration Certification - a 10-week learning and networking program designed for current and emerging leaders who want practical tools, peer collaboration, and measurable results.

Don’t wait, the program kicks off on Wednesday, April 1, and runs through June 10!

Explore The Deathcare Business Administration Certification

What You’ll Gain:

Leadership Alignment: Unite your team with a shared vision and clear goals.
People Management Mastery: Hire smarter, coach better, and foster accountability.
Secure Families: Create an operations process to serve your good clients.
Financial Confidence: Demystify financial statements and ratios to make smarter decisions every day.

Jeremy Wall is lead facilitator for the CANA Deathcare Business Administration Program. He has a passion for simplifying the complex. As you will see in both the self-paced learning, he will help support your learning journey to bring these learning concepts from theory to practical implementation within your business. Jeremy has founded, grown, and exited businesses before and will work with you and your team as you look to create a lasting impact on building a better culture, healthier balance sheets, and a stronger bottom line.

From Tradition to Transformation: Women, Death Doulas, and the New Shape of Cremation & Death Care

2/4/2026

American death care is in the midst of a generational reset. Families are questioning long-standing rituals, women are reclaiming historic caregiving roles in funerals, and a growing corps of death doulas is helping people navigate dying with more presence and less panic. Woven together, these shifts are accelerating the rise of simple, affordable cremation and reshaping what support looks like before, during, and after a death.

Why families are stepping away from “the way it’s always been”

The default funeral—chapel service, casket, procession—no longer feels inevitable for many Americans. Several currents are driving the change:

Belief and meaning. With fewer people anchored to organized religion, some find conventional services mismatched to their values. Others prefer to mourn privately, stage intimate “celebrations of life,” or honor a loved one with a hike, a backyard gathering, or a scattering at a meaningful spot—on their own timeline.
Logistics and distance. Dispersed families and complex schedules make convening within days of a death difficult. Livestreamed services helped during the pandemic, but many discovered that a later, simpler remembrance (or none at all) felt more authentic.
Cost and practicality. Traditional funerals can be expensive, while cremation often costs less. When a death occurs without life insurance or savings, families often turn to a DIY-service as a more economical option.
Environmental intent. Skipping embalming and ornate merchandise can lower the footprint of final arrangements. For some, a streamlined cremation coupled with a personal tribute aligns with their stewardship values.

Beneath these practicalities is a deeper cultural pivot: grief is becoming more individualized. Families want options that fit their relationships, not rituals that constrain them.

Women step forward—by stepping back to our roots

For centuries, American women were the primary caregivers in death—washing, dressing, and vigil-keeping at home. Industrialization and the medicalization of dying shifted that role to embalmers and undertakers (largely men) across the late 19th and early 20th centuries. Today the arc is bending again.

Women now comprise a large majority of mortuary school cohorts and are increasingly visible as funeral directors, embalmers, and firm owners. Their presence coincides with an industry pivot from product to service—from selling identical packages to facilitating personal, culturally sensitive farewells. Many families describe female professionals as especially adept at communication, planning, and sustained support, though of course empathy and skill are not gender-bound. What’s notable is that the profession is re-embracing qualities—listening, guiding, ritual-craft—that women historically exercised openly in end-of-life care.

Death doulas: the bridge between medical care and meaning

In parallel, death doulas (or end-of-life doulas) have emerged as non-medical companions who support the dying and their circles. Their work mirrors birth doulas: steady presence, practical help, and emotional/spiritual scaffolding.

Common elements of doula support include:

Companionship and vigil planning for the final hours
Life review and legacy projects, from letters to audio stories
Education and advocacy so families know what to expect and how to honor wishes
Caregiver respite and bereavement follow-up

While doulas do not replace hospice or clinical teams, they complete the circle—filling gaps that busy staff, thinly stretched clergy, or distant relatives can’t always fill. Training programs (such as INELDA, University of Vermont’s certificate, Lifespan Doula Association, ILDM, and DoulaGivers®) have helped standardize core competencies, ethics, and reflective practice even as licensure remains rare. Membership growth in national associations suggests a steadily expanding field, with many practitioners collaborating closely with hospice programs and faith leaders.

Crucially, doula care aligns with how more Americans want to die: at home when possible, surrounded by familiar people and objects, with rituals that fit their life story—not a template.

Cremation as a canvas for personalization

Cremation’s national share has climbed to roughly 62%, with CANA’s forecasts topping 80% by the 2030s. But the truly disruptive force isn’t cremation itself—it’s the decoupling of body disposition from ceremony. Many families now choose direct cremation and then design a remembrance later (or opt out of one entirely).

This approach dovetails naturally with female-led firms and doula-supported care:

Control & simplicity. Families can focus on bedside goodbyes and immediate paperwork, then take breath and plan a gathering that feels right—weeks or months later, if desired.
Creativity. Memorials can be potlucks, park meetups, art builds, ash scatterings, or faith-based services. The format serves the relationship, not the other way around.
Access. Lower costs widen access to dignified care and free resources for what matters most to the family—travel, legacy projects, or charitable gifts in the decedent’s name.

For providers, the opportunity is to become experience designers and educators, not just service packagers. The value isn’t only in a chapel and staff on the day; it’s in guidance before, during, and long after.

What this shift asks of providers and associations

Meet families earlier. Encourage advance conversations—values, preferences, documents, and budgets. Many boomers say, “Just cremate me.” Help them unpack what that means for the living: who’s notified, where the ashes go, which stories get saved.
Welcome doulas onto the team. Whether via referral lists or formal partnerships, integrate doulas as adjuncts to hospice and funeral care. They extend your touch at the bedside and in the weeks after.
Center education over upsells. Transparent pricing and clear explanations of options (from minimal to elaborate) build trust. Share worksheets for vigil planning, scattering etiquette, and memorial design.
Design for diaspora. Offer turnkey tools for far-flung families: asynchronous tribute platforms, recording kits for eulogies, and guidance for delayed ceremonies.
Honor diverse grief. Some families need a full ritual container; others need quiet and time. Curate templates for both ends of that spectrum—and everything between.
Cultivate women’s leadership. Mentor, hire, and promote across roles. Lift up women and non-binary professionals whose skills in communication and ritual facilitation are increasingly central to the work.

A culture learning to die—together

Taken together, these trends point to something bigger than market preference. They reflect a cultural desire to re-humanize dying: fewer performative trappings, more presence; fewer obligations, more consent; less fear, more conversation. When women step into visible leadership and death doulas hold space at the bedside, families gain permission to shape farewells that are intimate, honest, and sustainable.

Cremation may be the most visible indicator of change, but the deeper transformation is in how we accompany one another. We’re remembering that dying is not only a medical episode—it’s a relational, communal, and spiritual passage. If the last century professionalized death, this one is personalizing it.

For CANA members, the invitation is clear: keep building a field where families can choose simplicity without stigma, ceremony without sales pressure, and help that begins well before a death and lingers long after. In that future, women, doulas, and forward-looking providers aren’t outliers; they’re the new stewards of a more compassionate end-of-life experience.

Sara Marsden-Ille is the editor-in-chief at DFS Memorials and a contributing writer for US Funerals Online and Canadian Funerals Online. As a death care writer and industry analyst, she explores trends shaping cremation, funeral service, and end-of-life innovation. Her work highlights shifting consumer expectations, demographic change, and new professional roles while advancing CANA’s mission of education, innovation, and forward-thinking practices in cremation and memorialization.