Approximately half of the country’s funeral homes are not providing the technology modern consumers are demanding and not explaining the use of digital products adequately when they are available, according to a study on consumer preferences in funeral service.
The study, conducted by Foresight, a funeral home and cemetery consultant service, and Fortitude, a research and marketing firm, found that “the profession as a whole isn’t very good at delivering technology to the consumer, and the professionals who serve the consumer aren’t very good at explaining it either.”
A total of 49 percent of consumers said the profession gets high marks for providing tech products, while 53 percent praised the staff’s ability to explain its tech offerings, indicating a need for employee training and familiarity with technological offerings, the study found.
Foresight and Fortitude acknowledge that technology “can mean many different things,” but broadly it means everything from online presence to streaming for services and other digital offerings and representations.
An appealing, comprehensive and functional website is crucial to a funeral home’s success, the study found. At least 60 percent of recent customers have conducted online research into funeral home, and 78 percent of future customers said they would engage in online research before choosing a funeral home.
The most important thing consumers seek when doing research online is accessible and transparent pricing, the study found. A total of 67 percent said access to pricing was important, and they are looking for more than just a pdf of the General Price List.
“Ideally, the pricing information should be seamlessly combined with product and service descriptions to make it easier for users to understand the cost impact of their decision,” the study stated.
The website should be an extension of the explanatory part of the business, when the funeral director sits with a family and goes through line items to make sure they understand each item. The more functional and transparent the information is, the more helpful it is when consumers are planning.
“Accurate descriptions of products and services, combined with high-quality visions (pictures and video) should be treated as price-of-entry content for your website,” the study said.
Videos should be a storytelling part of the experience, using key employees to “introduce themselves and share a few key parts of their background and story.” This creates a familiarity so that when a consumer visits, they feel they have already “met” some of the staff.
That visitation is still a must in the funeral profession. At least 87 percent of respondents said they physically visited the funeral home they selected. Also, 36 percent said they visited other locations as well, and the average number of locations consumers visited is three, statistics which bolster the case for a comprehensive approach to marketing and presentation. A consumer likes what they see online, feels familiar with the staff and story of the funeral home and feels comfortable with the explanation of goods and services, including technology-based offerings, once on-site.
Streaming offerings also are considered important by consumers, the study found. While the use of streaming services such as Zoom became more prevalent during the COVID-19 pandemic in 2020 and 2021, its use has not gone away as in-person gatherings returned. In 2022, 40 percent of consumers said they expected streaming services to be made available, indicated that funeral homes needed to be “ready and able” to provide online attendance at services when consumers seek it.
“Better yet,” the study said, “simply include streaming with every service as a means to distinguish yourself from your competition.”
The study also recommends more digital offerings when it comes to merchandising. Half of responding funeral homes rely on digital materials to present casket and container offerings. While this does not eliminate the need for printed materials, digital “self-guided tours” through offerings can be helpful, and digital showrooms–complete with sound, video and images–can be appealing to consumers. The study also suggests that QR codes for accessing information from their cell phones provide convenience and another point of entry for a funeral home’s services.
Because of the traditional reliance on in-person meetings and relationships, the funeral industry has not completely embraced technology, the study stated.
“As a result, we are often behind many other consumer-facing industries when it comes to using technology to meet consumer needs,” the study concludes.” While that may have worked for a time, that proverbial bill has come due.”