Raising the Level of Service in the Pet Aftercare Industry

Building a pet aftercare business presents a unique opportunity to have a meaningful impact on a family during a time of loss and transition. That’s why pet aftercare professionals must uphold the highest level of dignity, compassion, and professionalism in their work.

The journey of becoming a pet aftercare professional is not just a career choice; it's a deeply emotional path. It's about forming a strong connection with pet families and showing unwavering dedication. This role requires not only technical expertise but also deep empathy.

My family's venture into the pet aftercare profession stemmed from a strong desire to offer comfort and respect to grieving pet parents. As a third-generation deathcare family, we are dedicated to carrying on the legacy that my father, Doyle L. Shugart, began in 1972. Providing support to pet parents and the pet aftercare professional community continues to bring fulfillment and purpose to our family today.

According to the Pew Research Center, 97% of U.S. pet owners say their pets are part of their family. About half (51%) say they are as much a part of their family as a human member. Given those statistics, it is imperative that pet aftercare professionals provide services and experiences that don’t just meet the needs of pet parents seeking aftercare but exceed their expectations.

The role of pet aftercare professionals is not just about providing a service, but about being a supportive guide through the journey of grief. To maintain the highest standards when delivering these sensitive services, the International Association of Pet Cemeteries and Crematories (IAOPCC) develops professional certification programs that address the unique aspects of pet loss and aftercare. Our work with CANA has been essential in bringing those programs to our industry, raising the standard for pet aftercare professionals.

Understanding the specific benefits of certifications in the pet aftercare industry and how they contribute to better care for pets and their grieving families is vital when exploring the pet aftercare sector. Acquiring those certifications can significantly improve the quality of your pet services, help you grow your business, and unlock the full potential of your staff.

Why Do Professional Certifications Matter in Pet Aftercare?

1. Ensuring Quality and Consistency

In any industry, certification provides a benchmark for quality and consistency. Certification establishes clear standards that professionals must meet, ensuring that practices are uniform and reliable. In pet aftercare, this means pet parents can trust that the services provided are of the highest standards and provide a sense of security.

For pet crematory owners, the Certified Pet Cremation Operator program addresses major topic areas including an overview of the pet cremation process, equipment and operations, and standards and ethics—all in support of smooth operation for staff and pet owners.

2. Building Trust with Pet Parents

Losing a pet is an emotional experience, and pet parents must feel confident that their pet’s final arrangements are handled with care and respect. Certifications are a mark of credibility, reassuring pet parents that the professionals they work with are trained, qualified, and committed to ethical practices. This trust is not just important; it's the cornerstone of our profession, providing comfort and peace of mind during a time of grief.

Building trust starts with authentic communication and the Pet Bereavement Certification Level I program teaches valuable skills to help staff successfully interact with pet families and support the grief process.

3. Demonstrating Expertise

The pet aftercare industry encompasses a variety of specialized skills, including operating a pet crematory, handling and processing pet remains, and providing grief support and personalized memorial services. Certifications ensure that professionals have acquired the necessary knowledge and expertise to perform these tasks effectively. This expertise is crucial for addressing the unique needs of each pet and their family with sensitivity and precision.

This well-rounded expertise is enhanced in the Registered Pet Funeral Director Program, which covers the many tasks that fall to the pet aftercare professional. These include interacting with the pet parent and providing comfort, ensuring chain of custody is followed throughout the pet’s time at the aftercare facility, and troubleshooting and resolving problems in an ethical and professional manner.

4. Promoting Ethical Practices

IAOPCC certifications come with a Code of Ethics that pet aftercare professionals must adhere to. These ethical guidelines help ensure that pet aftercare services are conducted with integrity, respect, and compassion. By upholding these standards, certified professionals contribute to the overall ethical framework of the industry, fostering a culture of respect and care.

The IAOPCC Code of Ethics ascribes all business dealings to be fair and equitable, including special consideration to strive to raise the level of the profession, perform all services in a dignified manner showing compassion, and respect the confidence of every family need.

5. Supporting Professional Development

The pet aftercare industry continually evolves with the addition of new practices and emerging technologies. The IAOPCC/CANA collaboration is committed to offering ongoing education and training programs. This commitment to continuous learning ensures that pet aftercare providers are up to date with best practices and the latest trends, ultimately benefiting the pets and families they serve.

We are proud to continue furthering the pet aftercare profession by sharing expertise that raises the level of service for all families.

As the Executive Director of the IAOPCC for 14 years and a pet aftercare professional for more than 36 years, I have seen our industry undergo many changes and evolve. In a largely self-regulated industry, I have been privileged to work with and learn from pioneers in pet aftercare. The development of the IAOPCC’s Accreditation Program is the industry’s only approved program with published and recommended standards and best practices for pet aftercare. These Accreditation standards, processes, and inspection programs are followed and recognized worldwide as a symbol of care and service to families in grief.

The IAOPCC Certification programs offer best practices and ethical considerations unique to the pet aftercare industry. Through our many levels of Pet Bereavement and Pet Funeral Director Programs, participants are introduced to strategies for working with grieving pet families, responding to difficult situations, preparing a pet for witness viewing and cremation service, answering the tough questions about pet death, and responding to ethical dilemmas common to the pet aftercare world.

Professional certifications in the pet aftercare industry are more than just credentials; they represent a commitment to high standards, ethical practices, and compassionate care directly related to pet families. For pet aftercare professionals, these certifications validate their expertise and dedication. By upholding these high standards, certified pet aftercare professionals contribute to a respectful and supportive community, making a meaningful difference in the lives of those who have lost a cherished furry member of their family.

Because most people see their pets as members of their family, they are often willing to care for their death care as well. Thus, pet cremation and memorialization is one of the fastest growing death care markets in the United States and Canada. Many CANA members are considering or have added pet services to their existing businesses.

CANA and IAOPCC have developed a variety of online education courses for today's pet funeral professionals. With interactions, case studies and scenarios, these courses engage you with the experience you need to take your practice forward and raise your level of service.

Donna Shugart-Bethune is part of the Shugart Family operations of Pet Angel Memorial Centers in Georgia. The Shugart Family has been in the pet aftercare profession for over 53 years.  Pet Angel Memorial Centers operates four locations and two pet cemeteries specializing in pet and equine cremation services and burial.  Considered one of the nation's premier pet funeral homes, the Pet Angel Memorial Center, located in Atlanta, features three counseling rooms, two chapels, and the largest showroom in the nation, offering more than 450 pet memorial products. Offering same-day services, viewings, and visitations, along with superior client care, Pet Angel Memorial Center has led the way in establishing excellence in pet aftercare.

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Donna, who grew up in the Shugart family business, pursued her Bachelor of Business Administration (BBA) from Georgia State University. With 36 years of experience in the pet aftercare industry, she has been the Executive Director of the International Association Of Pet Cemeteries & Crematories (IAOPCC) for over 13 years. Donna played a crucial role in developing the IAOPCC's online certification programs, which are available today. She also introduced digital badging certification programs for IAOPCC members and implemented the Accreditation Mobile App Program, providing worldwide access to Accreditation.