February 2017

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Page A28 FEBRUARY 2017 FUNERAL HOME & CEMETERY NEWS S ec t i on A
Likelihood to Recommend
• While most respondents are very likely to recommend the funeral home, they are less
likely to do so in 2015 compared to 2014, mostly due to lack of, or miscommunica-
tion regarding costs, unwanted sales attempts, and performance issues.
• Likelihood to recommend was down from its 2014 averages for every case type and
across all market segments. Because of the widespread decline and reasons consum-
ers cited for their rating, funeral homes may be trying to make up for the decreased
revenues with increased costs without notice, unappreciated sales attempts, and/or
lower quality service levels provided.
Satisfaction with Specific Aspects of Funeral Experience
The survey included several specific questions about respondents’ initial contact with the
funeral home, the arranging funeral director, facilities and vehicles, and staff and services.
Overall
The following chart summarizes the various areas of the funeral experience ratings.
• Overall, funeral homes earned high ratings in all areas, with consistent satisfaction
levels from 2014 to 2015. Staff and Services earned the highest satisfaction ratings,
and Initial Contact the lowest.
Trends and Insights
Initial Contact
• Consumers were most satisfied with the genuine care and concern expressed but least
satisfied with their initial phone conversations and welcome received. Some com-
mented their first contact with the funeral home was an important reason they chose
the firm, so this is a critical area to improve.
Funeral Director
• For both 2014 and 2015, consumers rated their funeral director highly across all at-
tributes measured, but they earned the highest ratings on effectiveness in listening
and answering questions and being attentive to your needs.
Facilities and Vehicles
• Satisfaction with vehicles appearance, cleanliness and condition was rated highest, and
the convenience and comfort of the facilities received the lowest scores, primarily due
to outdated or poorly maintained appearance, or musty smell of the funeral home.
Staff and Services
• Families were most satisfied with the funeral home staff’s friendly and accommodat-
ing manner followed by the actual service or ceremony.
Cost of Services and Products
• Most respondents say the cost is what they expect, and
most cost expectations are unchanged from 2014. Of
note are direct cremation firms are trending to lower
than expected costs and firms in the North Central re-
gion are trending to higher cost perceptions.
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