IT’S TIME TO STOP, LOOK AND LISTEN TO THE VOICE OF THE CONSUMER

While many things have changed in our profession over the past few years, there’s one thing that has not; deathcare consumers still want and need professional guidance in making appropriate end-of-life plans for their loved ones. That’s good news for funeral service professionals and just one of the findings of new consumer research I look forward to sharing next month at CANA’s 2023 Cremation Symposium.

The new primary research, conducted late last year on behalf of Foundation Partners Group, involved more than 1,000 online survey respondents and dozens of focus group discussions with consumers who have planned a funeral over the past five years. The results paint a clear picture of the evolving wants, needs and preferences that drive the deathcare choices of today’s families. Understanding these new consumers, and the similarities and differences between different segments, will be key to successfully managing funeral service businesses in the future.

From the thousands of data points collected, we isolated key insights that help us answer two key questions about the needs of modern deathcare consumers:

1. How do consumers interact with deathcare providers now and what do they want in the future?
2. How should we change our messaging, services, products and channels to meet consumers’ needs?

One important finding is that focusing on spending alone is too simplistic. While families may differ in income levels and intended spend, consumers do not select deathcare providers based on economic factors alone. Providers who focus on price, fail to take into consideration the key needs and motivators that drive consumer decision-making.

We found two key factors that are most important in determining the best service style and fit for contemporary consumers. There are unique attitudes and behaviors that drive the ideal deathcare experience for each segment.

The first is the level of support they desire during the planning process. Do they want to do all their planning in person or are they fine working with us via phone, web and email? Do they want to keep it simple or create an elaborate event guided by tradition and ritual?

The second is the level of personal involvement. Do they want a funeral director to hold their hands and walk with them every step of the process? Or are they confident in their ability to create experiences that honor their loved ones on their own?

Based on these varying desires for support and guidance, we divided consumers into three distinct segments and gave them descriptive labels that reflect their attitudes and behaviors. Understanding these different consumer mindsets and decision factors will help us to better understand the best ways to connect with them and support them in a way that builds trust.

During my session we will explore each of these groups in more detail and zero in on the core needs that are universal across all segments. And we’ll talk about the evolving role of technology in deathcare and how thoughtfully integrating technology can improve the consumer experience.

We’ll also share direct comments from consumers regarding things that would have made their experience better to create a roadmap to success in the future.

I look forward to seeing you in Las Vegas!

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The past two years have seen a quiet transformation in the way consumers talk about death and deathcare services, particularly online. Jason expands on this post at CANA's 2023 Cremation Symposium with new data to help you understand those changes and how digital habits and evolving consumer expectations about online deathcare services will impact the way we offer those services in the future and how culture must align with these evolving customer expectations.

See what else CANA has planned for this event designed to reignite your passion for this profession for 2023 and register to attend!

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Jason Widing is Vice President of Business Development for Foundation Partners Group. He has more than 15 years of business development experience in the funeral services industry. Prior to joining Foundation Partners, Widing was Senior Director of Business Development for PRECOA where he was responsible for driving and delivering new business objectives through strategic partnerships. Jason currently serves as the Legislative Chair for the Oregon Funeral Directors Association Board of Directors, as well as serves on CANA's Board of Directors. When not working, Jason enjoys motorcycle rides, Oregon Duck's football, and exploring the world with his family.