July 2021

Page A4 JULY 2021 FUNERAL HOME & CEMETERY NEWS Se c t i on A By Nancy Weil “Good job.” “Thanks for helping me out with this project.” “I am so glad to have you as part of my staff.” Appreciation. I have read that one of the top reasons people leave jobs is not because of hours or pay, but be- cause they feel unappreciated. A comment like, “Job well done, thanks,” can go a long way towards keeping valu- able employees happy. Let’s face it, we like to get external validation. It feels good to have our efforts noticed. It also motivates us to do an even better job the next time. Ap- preciation is a very valuable commodity in any business. This past year, with all of the challenges we have faced, this recognition has become even more necessary. So many have had to work additional hours, shift how busi- ness is run, worry about keeping themselves and those around them safe and healthy and address the concerns of the clients they serve. With all of the added stress this past year, it is a nice boost to hear a kind word of thanks. For those families we are serving, their acceptance of the changes to how their loved one’s funeral and burial can be held is one that deserves a word or two of gratitude. There are many ways that it can flow. Here are four of them: • Employer to Employee – As referenced above, em- ployees gain job satisfaction when a superior notices their efforts. You don’t have to hold an employee rec- ognition dinner or a special retreat day to show that you value those people who work for you. A short email, a verbal comment or a hot fudge sundae can go a long way towards making someone’s day. • Employee to Employer – This is one area that I have found lacking in most businesses. The top people are Random Musings rarely recognized or appreciated for all they do on behalf of the business and its employees. There is a frustration at the top feeling like all of the people under them are looking to them for more and more. “What are you do- ing for me?” can be the attitude they encounter. The long hours they put in, the strategic long-range planning or the many meetings attended are forgotten or go un-no- ticed by most of the staff. I tested this one recent pay day. Paycheck in hand, I headed to the President’s office. “I got paid today,” I announced. “Yes???” came the puzzled reply. “I get to show up and do a job I love every day and you give me money for doing this. Thank you!” He shook his head not sure of how to reply to such unaccustomed praise. Fi- nally, “You’re welcome,” came his reply. With that our ex- change was over…until the next pay day. • Employee to Client – Sending a note of appreciation to a client is a sure way to be noticed and remembered. They did not have to select your company for their fu- neral or burial needs, yet they did. If it is a pre-need situ- ation, sending a hand written note of appreciation makes good business sense. If it is an at-need situation, a note of condolence along with your appreciation that they put their faith and trust in your firm is essential in es- tablishing an ongoing relationship with that client and their family. Apple understands how important this can be. When my daughter bought her laptop at the local Apple store, as she finalized the transaction, a store man- ager approached her and introduced himself. He gave her his card, thanked her for selecting an Apple product and mentioned the classes, technical support and other ser- vices she could take advantage of. With a shake of her hand, and a sincere, “Thank you” said, he was off to the next customer. Impressive? You bet. Memorable? Well, I am telling you about it and this happened years ago! • Client to Employee – It is a wonderful part of our day when we receive a thank you note in the mail from some- one we have served. To know that our efforts were ap- preciated by the family makes what we do worthwhile. Even better is running into someone months or years later and having them relate to you what your service meant to them. Each day we have the opportunity to make an impact on others and it is a nice bonus when we hear that we have made a difference. I hope that you are now convinced of how important it is to show your appreciation for the actions of others. It seems like a simple thing to ask, yet I can tell you that it is not the norm. I once received the following response af- ter sending a thank you note to a person who helped me: “It is very rare that we receive a thank you, let alone a letter as thoughtful as yours.” My grandmother always stressed the importance of a thank you note. I have followed her advice throughout the years and have seen the difference such a small action can have. I also try to recognize those around me and show my appreciation in whatever way I can. I would be remiss if I did not take a moment, in closing, to thank you for reading my column and allowing me the space to express my random thoughts and reach out to my col- leagues in this way. Thank you. Appreciation Serving as Member Resources Director at the International Order of the Golden Rule, Nancy Weil brings her years of experience working in the funeral industry to funeral directors across the globe. Her professional experience includes serving as Director of Grief Support and Community Outreach at Veterans Funeral Care in Clearwater, FL and at eleven cem- eteries in Western New York. Nancy travels throughout the country offering presentations on how to reduce stress, combat compassion fatigue and offer support for those who are grieving through her company, The Laugh Academy. With certifications as a Grief Services Provider and Grief Management Specialist, Funeral Celebrant, Soul Injury Ambassador and Laughter Leader, Nancy is uniquely qualified to bring new perspectives into how to best meet the needs of the families you serve. For more information on how Nancy can help you and your company grow, visit her website: www.TheLaughAcademy.com or e-mail Nancy@TheLaughAcademy.com. FUNERAL HOME & CEMETERY NEWS www.nomispublications.com Monthly Columns online at Cremation Urns, Jewelry & Keepsakes 941-751-3382 www. BOGATI URNS.com Funeral Directors Research,Inc. AMRA INSTRUMENT, LLC 623 N. Tower (P.O. Box 359) Centralia, WA 98531 “the shorter the supply line the better off you are” WEB DIRECT GIFT & PRICING TM ® www.amrainstruments.com www.preproomdirect.com The Foresight Companies Releases 2021 Funeral and Cemetery Consumer Behavior Study PHOENIX,AZ— As a result of the global pandemic, consumers have experienced new ways of mourning the loss of their friends and family, and that has permanently changed the way they mourn, this according to The Fore- sight Companies 2021 Funeral and Cemetery Consumer Behavior Study. Nearly 1/3 (32 percent) of survey respon- dents say their attitudes have changed as a result of new ex- periences, including using new technologies and adopting non-traditional approaches to celebration. The global pandemic has necessitated adoption of new tech- nologies and behaviors to the highly traditional funeral and cemetery business, and the FCCBS survey, now in its second year, continues to show that consumers are re-examining even the most fundamental ways consumers mourn. This includes even those groups traditionally most resistant to change; 21 per- cent of those consumers over 75 say they have changed their be- haviors based on new experiences, a 75 percent YOY increase. “New technologies and experiences are opening consum- ers eyes to new possibilities, and these experiences have fun- damentally changed the way consumers mourn the loss of their loved ones,” said Chris Cruger, CEO of The Foresight Companies. “The winners over the last year were those fu- neral home and cemetery operators who were flexible, con- sultative, and adapted to changing consumer behaviors.” About Technology: • 49 percent of respondents said attending a livestream ser- vice “shows howmuch I care” – a 99 percent YOY increase. • 44 percent expect livestreaming of services will be avail- able permanently, a 10 percent increase vs 2020. • 79 percent are unwilling to pay for livestreaming de- spite the expectation of its inclusion. About Convenience: • 21 percent of respondents say they will pay more for technologies and approaches that increase convenience. • 15 percent now expect “house calls.” • 74 percent of respondents expect to view pricing on- line; 65 percent expect to view products online. About Pre-Planning: • 75 percent say it’s important to have pre-planned funer- al arrangements, a 30 percent increase vs. pre-pandemic. • That increases to 80 percent of respondents experienced a death in the last 6 months. • Those who experienced a death plan to spend $700 plus more than those who didn’t. • Hispanic, African American, Jewish, and Catholic re- spondents are more likely to pre-plan. Those who experienced new things are also changing an- other tradition – that of celebrating life on-site at the fu- neral home. 63 percent of consumers say a big celebration of life event is important to them, and nearly half of those consumers (49 percent) will consider conducting a celebra- tion outside the traditional location of the funeral home and cemetery. This is especially true of the Hispanic, Asian, younger, and higher income consumers, which all have a higher propensity to look for new locations to celebrate. “Consumers are demonstrating a renewed desire to cel- ebrate life and to pre-plan, bucking decades of traditions of where and when celebrations happen, and the business implications for owner operators have seismically shifted over the last 12 months,” Cruger added. “The future is bright for those businesses who adapt and embrace these changes and act as true last responders. Conversely, those who don’t adapt risk becoming commoditized.” Analysts have widely speculated about how the pandemic will impact behaviors in the death care services business, especially in a year where 43 percent of consumers over the age of 45 report that they have experienced the death of a friend or family member. This study, now in its second year, puts metrics and measurement around the behaviors and degree of change. A $20 billion industry, more than 2.4 million funerals take place in the United States annu- ally and employs more than 100,000 Americans serving families in their time of need. The Foresight Companies 2021 Funeral and Cemetery Consumer Behavior Study, conducted by Los Angeles- based SoCal Approach Marketing and Consulting Group, was designed to understand consumer attitudes, percep- tions, and behaviors about the funeral and cemetery in- dustry during the pandemic and after the pandemic has passed. The study is based to 4,174 respondents drawn from a nationally representative panel sample of United States residents age 45 and older. The Foresight Companies, one of the largest consulting firms serving the funeral and cemetery business, is ded- icated to leveraging its expertise in operations, finance, mergers and acquisitions and other key areas necessary to drive success in the space. For more information, visit www.theforesightcompanies.com. Send Us Your News! PO Box 5159, Youngstown, OH 44514 Fax 1-800-321-9040 Email info@nomispublications.com FUNERAL HOME & CEMETERY NEWS