August 2017

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Page A18 AUGUST 2017 FUNERAL HOME & CEMETERY NEWS S ec t i on A
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CREMATION KEEPSAKES
By Jim Starks, CFuE, CCrE
Licensed Funeral Professional
Shortage Creates Training Needs
Throughout the country, a shortage of qualified, li-
censed professionals exists in the funeral profession.
While mortuary schools have increased since 1980,
many firms are unable to recruit or retain qualified em-
ployees to meet the ever-changing industry.
In fact, many firms are using non-licensed employ-
ees to make funeral arrangements in states that allow
it. Even though these new employees do not have the
same level of training as a licensed professional, they are
representing firms and dealing with customers, making
their “on the job training” – often completed by sitting
in on arrangements with a licensed professional – criti-
cal.
Some major areas that employees should know before
representing a firm include:
• FTC. Do the new employees know what triggers the
GPL, CPL and OBCPL? Do they understand what
the deceptive acts and practices are that the FTC has
listed in the Funeral Rule?
• Product Knowledge. Do they understand the differ-
ences that affect pricing of caskets, urns, and vaults?
When a consumer has a question about a product
they may be selecting, can this employee answer their
question truthfully and with the correct information?
• Cremation Process. Do they understand how the cre-
mation process takes place, and all the policies and
procedures that must be followed?
Today’s competitive environment requires employees
to be at the top of their game all of the time for a firm
to stand out above the rest in the area. To support that,
employee training must be consistent and uniform. To-
day’s employees must receive the same information as
tomorrow’s employees. And while training modules are
updated over time, the same information must be pro-
vided to all employees.
Protecting
Your Families
and Business
Moreover, training ensures all clients receive the
same level of service and, thus, the same informa-
tion. And if done correctly, this should increase
the value the clients receive, which should increase
market share and a firm’s bottom line.
Some other critical areas for training include:
• Answering the phone
• Making removals
• Working the funeral
• Showing property at the cemetery
• Making arrangements
• Presenting incremental sales items
• Cremation options.
Other training that protects staff members’ safe-
ty includes:
• Safe driving
• Lifting
• OSHA
• Ergonomics
Jim Starks, CFuE, CCrE, is President of J. Starks Consulting in
Lutz, FL, and a nationally-recognized trainer on funeral home
and crematory risk management.
He used his experience in both funeral home and crematory
operations and risk management, combined with his involve-
ment with funeral homes of all sizes and geographies, to be-
come an authority at controlling risk and loss in the death care
industry, providing lectures and presentations to private firms,
as well as regional, state and national associations. He also con-
ducts private audits and risk assessments to independent funer-
al homes and crematories in the US and Canada, often identify-
ing ways to save or generate thousands of dollars of profit.
Jim is a Michigan and Indiana Licensed Funeral Director and
Embalmer and ICCFA- and CANA-certified crematory operator, as
well as Dean of ICCFA University’s College of Cremation Services.
He is a graduate of the University of Wyoming, the Mid-America
School of Mortuary Science, and the ICCFA University. For more
information on risk management in the death care industry, vis-
it . Contact Jim at (813) 765-9844 or jim@
.
Funeral Home & Cemetery News
Contributors share insights and
exchange ideas. B
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The recent announcement of Amazon’s purchase of
Whole Foods should be a wake-up call for the death
profession. Over the course of several years, brick-n-
mortar businesses have floundered and failed at the
hands of business models that employ a customer-cen-
tric, internet-based, or technology-enabled platform. To
be sure, the reasons for the demise of the brick-n-mor-
tar companies at the hands of their tech-enabled execu-
tioners vary by industry and circumstance, but the over-
all trend is undeniable. Consider the following: Digital
music versus record stores; Netflix versus Blockbust-
er; Uber versus taxis; Airbnb versus the hotel industry;
Dick’s Sporting Goods versus Sports Authority; Ama-
zon versus Borders/Barnes & Noble/traditional brick-
n-mortar business models.
Of Drones, Autonomous Vehicles, and Cremated
Human Remains By Darrell W. Hill
Consumer-centric, tech-enabled businesses: 1
Product-centric, brick-n-mortar businesses: 0
As we sit at the dawn of the cremation age, the ques-
tion I often ask myself is: If I were building a death care
business, with a) cremation as the dominant disposition,
b) technology at its current state, and c) consumer trends
trending in their current direction, what would that busi-
ness look like? Would the business be built around a tech-
heavy, Amazon-like model, or around a brick-n-mortar,
capital equipment model? Would I start with a physical
funeral home? Would I start with a fleet of hearses and
limos? Or would I start with technology-enabled applica-
tions that allow for customer engagement on their terms
and from their homes? Surely, the issue is far more com-
plicated than this forum allows, but death professionals
must consider and question the capital investment mix in
physical assets versus technology assets.
As we consider technology assets, that leads to a discus-
sion of drones and autonomous vehicles. If Amazon can use
drones to deliver a 5-pound bag of flour, can our profes-
sion use drones to deliver cremated remains to families who
The Signature Group
Acquires DeVargas
Funeral Home
HOUSTON,TX— The Sig-
nature Group has an-
nounced that it has ac-
quired DeVargas Funeral
Home and Crematory
from owner Johnny De-
Vargas. With an intense
focus on family service in
the greater Northern New
Mexico community, John-
ny has grown DeVargas
Funeral Home into one of
the largest funeral homes
in New Mexico serving
over 500 families annually.
J. Bradley Green, co-
founder of the Signature
Group, stated “The acqui-
sition of DeVargas Funeral
Home represents a signifi-
cant expansion in our New
Mexico market. We are very
pleased that Johnny made
the decision to entrust his
family business and its im-
peccable reputation to the
Signature Group. Our fo-
cus on improving family
service at all levels will allow
us to continue to build on
and protect the impeccable
reputation of DeVargas Fu-
neral Home.”
“Johnny DeVargas’ deci-
sion to entrust his family
business to the Signature
Group validates our belief
that there are some own-
ers whose priority is mak-
ing sure their business re-
mains operationally strong
and under the control of
individuals who share their
long-term focus on serving
families for many years to
come. For these owners,
the Signature Group is a
very attractive succession
planning option,” added
Jay D. Dodds, co-found-
er of the Signature Group.
DeVargas stated, “When
evaluating my available
options, the decision to
partner with the Signature
Group was obvious. They
are a privately held com-
pany with the same focus
on serving families as De-
Vargas Funeral Home. As a
group, we are extremely ex-
cited about this new chap-
ter in DeVargas’ history.”
The Signature Group pro-
vides independent owners
the opportunity to join a
company founded by two
individuals with proven
track records and whose
operational goal is to build
a long-lasting organization
that remains independent.