optimizing the final arrangements experience for...

© Female Factor 2013 Proprietary and Confidential

Optimizing the Final Arrangements Experience for the

Largest Market Sector

This project was funded by the International Cemetery, Cremation and Funeral Association. The qualitative research and subsequent report was executed by Female Factor Corporation.

Findings were presented April 12, 2013.

A Research Report Commissioned by ICCFA

© Female Factor 2013 Proprietary and Confidential 2

Research Goals The goal of this research project was to analyze women’s perceptions of the final arrangements process, to better understand:

•  Drivers of the decision to memorialize

•  Women’s perception of the funeral/cremation service experience

•  Elements of the experience that were most influential for women

•  Unmet needs and wants across the experience

•  Ideas for optimizing the experience for women (ultimately benefiting all customers)


Research Format

We conducted qualitative research consisting of “Deep Dive,” one-on-one interviews

•  Qualitative research consisted of 14 in-depth interviews with women who had recently gone through a funeral or cremation planning experience. These women had: -‐  Lost a loved one in the past 12 months

-‐  Were responsible for making the final arrangements -‐  Aged 50+

-‐  Represented a mix of ethnicities, incomes

•  Subjects selected from two U.S. cities -‐  Chicago, IL

-‐  Tampa, FL



Table of Contents

•  Background

•  Drivers of Memorialization

•  First Impressions

•  The Sales Process: The Good & The Bad

•  Communication Needs: Spoken & Unspoken

•  Opportunities for Improvement and Recommendations



Women are at the center of family life

Across cultures, most women:

•  Serve as the emotional “center” of the family

•  Assume the role of primary caregiver for both children and the elderly

•  Feel responsibility for reducing the stress of loved ones (children, parents, siblings)

“We women hold it together. We’re the heart of the family.”

-‐-‐Interviewee



Increasingly, women are also at the economic center of family life

•  Women drive 70-80% of all consumer purchasing (this includes their buying power and influence)

•  Approximately 70% of women with kids under 18 are earning a paycheck

•  In nearly 4 out of 10 dual-income marriages, the wife earns more money than her husband

Sources: U.S. Census Bureau, Pew Center of Research, U.S. Department of Labor, 2011, White House Report - Women in America: Indicators of Social and Economic Wellbeing (Mar 2011)


The Differences that Make a Difference Women: •  Have stronger memories of emotional experiences

•  Notice the details in situations and conversations

•  Are adept at reading faces and body language

•  Are more verbal than men

Women are powerful consumers and drive word-of-mouth publicity. They are more likely than men to tell others about companies they like.

They are more likely to tell others about companies they dislike.



Table of Contents

•  Background







Drivers of Memorialization - Key Findings

Tangible Factors

•  Price was not the only factor in choice for Cremation vs. Burial -‐  Other emotional reasons

were cited •  Religious tradition was not as

influential -‐  There appeared to be a

movement away from religious traditions in some areas

•  Type of service chosen was influenced by age of deceased -‐  Age was a factor in the type

and format of service desired

Intangible Factors

•  Tone was a major component of decision-making -‐  Tone was a critical part of

the memorialization decision (i.e. celebratory versus traditional)

•  Personality of deceased had an impact on planning -‐  Some loved ones felt

traditional ceremonies were too formal and didn’t represent the personality of the deceased


Cremation Influence Factors

•  There was a perception that no-one would visit a gravesite -‐  “I live in Tampa, with one daughter in Atlanta and

one in Philadelphia. I’m divorced. Who would come visit me if I was buried here?” --Interviewee

•  Cremation was viewed as more convenient -‐  Cremation was viewed as faster and less

complicated….a “modern” choice

•  Fewer decisions to make = less stress -‐  “I don’t need the drama of a traditional burial.”

-- Interviewee

Women gave several non-financial reasons for choosing cremation over a traditional burial:


Within our group of research participants, a “Celebration of Life” tonality was more preferred than a traditional “somber” tonality

Ce l eb ra t i on o f L i f e

D i gn i f i ed & Trad i t i ona l

• Women who sought a traditional service were more likely to turn to a funeral home/director to drive decisions • They were more likely to include a religious component

• Women who were drawn to a “celebration of life” tonality were less likely to consider a traditional burial • They were likely to desire services outside of a funeral home

Des i red Tonal i ty of Serv ice

“I went to a celebration-of-life memorial service. It wasn’t like the traditional funeral that was sad. I mean it was sad, but they had some speakers and they remembered him in happier times. I loved it.”

--Interviewee

“I would describe my mom’s services as dignified. I wanted it to be dignified. She was 85 years old.”

--Interviewee


Women felt that decisions on final arrangements reflected on them personally

Finding The Female Factor Recommended Approach

Much of the financial stress for women comes from not wanting to appear “cheap” or disrespectful of their loved ones.

As primary caregivers in their families, women feel that the decisions they make will reflect on them personally.

Craft your services and product offerings with language that instills confidence, and that directly addresses survivors’ desire to feel that the experience will result in “a job well done” with no regrets.

Women who veered toward more traditional arrangements did so in an effort to respect their loved ones’ wishes, whether explicit or assumed.

Women are highly attuned to other’s needs and wants, and will sometimes put those needs above their own.

Recognize women’s “invisible others” – the people who aren’t in the room that may factor into their decision-making. Proactive questions like, “Is there anyone else who has a need that you’d like us to take into consideration?” may yield responses that increase women customers’ satisfaction rates.



Table of Contents

•  Background







Women see your business through the eyes of their friends, family and guests

“When I looked at these funeral homes, I would think to myself ‘do I want a bunch of my friends and people that we know pulling up here?”

--Interviewee


First Impressions Last: What Impression Does Your Facility Give, from both the Interior & Exterior?

“So many places in this business are dark, dreary and sad. It shouldn’t have to be like that.”

--Interviewee

“I was depressed enough; I was not about to celebrate his life somewhere that I found creepy.”

--Interviewee

“The carpet looked like it hadn’t been cleaned in a decade.”

--Interviewee

“The heavy drapes are so depressing. Couldn’t they get some natural light in there?”

--Interviewee


Ambience is extremely important to women: in some cases, it may be more important than cost

What’s Appealing to Women •  Newer furniture

•  Well-lit spaces

•  Natural light

•  “Non-depressing” music

•  High level of cleanliness

•  Space with a “positive vibe”

•  Layout that allows some private space, as well as an area to mingle

What’s Unappealing •  Strong smell

•  Lack of natural light

•  Heavy drapery

•  Outdated décor (1920s may be charming…1980’s is not)

•  Poorly lit spaces

•  Lack of cleanliness

“The minute you opened the door you could smell the mold. Which is not that uncommon in Florida…but do you want that…to smack you in the face?” --Interviewee


Women expressed a desire to personalize the service

Women are highly attuned to the sensory experience. There is an opportunity to engage the five senses to create a more appealing experience for women:

-‐  Auditory: Playing the type of music they request -‐  Visual: Offering video tributes to the deceased and online

memorial pages -‐  Taste: Serving favorite foods or refreshments (where possible) -‐  Smell: Showcasing natural flowers and being aware of unpleasant

odors -‐ Other customized options: Providing flexibility and options for a

variety of personal, ceremonial touches



Table of Contents

•  Background







Women identified several areas of opportunity throughout the sales process

I fear I am going to

overspend

The process feels so rushed

There are so many decisions

to make

The casket choices are

truly overwhelming I don’t even

know what questions to

ask



Women Expressed Emotional Concerns About The Sales Process

•  “Am I going to get taken advantage of?”

•  “Am I going to over-spend?”

•  “Am I doing this right?”

•  “Am I representing my loved one’s wishes?”

A lot of people are pressured into buying an expensive casket or an expensive urn. I didn’t want that to be me. -- Interviewee


The Price List was a Source of Contention

Interviewees said: •  “The price list is confusing”

•  “I felt nickel-and-dimed”

•  “You just feel that they are there to make money”

•  “I found the price list upsetting”

•  “Nothing says ‘this is a business transaction’ like the price list”

Ø  The price list is one factor that makes the sales process feel transactional rather than relational

Ø  Women never wanted to feel that they were “cutting back” on features – they wanted to feel like they were “upgrading” when making choices regarding plans


There is an opportunity to communicate VALUE

With thanks to Mindy Moline Botbol, Funeral Director, Shalom, Arlington Heights, IL

Examples of value-driven language include:

•  “It is >100 man hours for a standard funeral”

•  “Our grounds are maintained impeccably”

•  “The caliber of our staff can’t be matched”

•  “We maintain this beautiful building for you”

•  “We are here 24-7-365”

•  “We are here to make your life easier.”

This type of language is extremely important for providing context and reassurance for pricing.


Women want to be reassured they are making the right decision throughout the sales process

To alleviate these feelings of doubt, work with your team to:

ü  Proactively ask women customers, “What is your greatest concern?”

ü  Actively show interest and sustain eye contact

ü  Demonstrate expertise, but still let her do most of the talking

ü  Give her space, privacy and time

ü  Focus service options into plans with appealing names

ü  Remind her that your staff is there for her when she needs them

ü  Ask her how she would like to be contacted (text, email, phone) … don’t assume

ü  Ask her how she likes to be addressed (Ms., Mrs., first name)

ü  Follow up after she leaves – that alone will send a strong signal that you care about meeting her needs



Table of Contents

•  Background







When it comes to communication, it’s not necessarily what you say, it’s how you say it

Impressions Behavioral Cues

•  Women perceived some funeral directors as “patronizing”

“When I buried my mother, I felt like I was talked down to. Not just at the funeral home, but at the mass, too.” -- Interviewee

•  Lack of eye contact

“They try to be all ‘really, we care for you’, but then they don’t even look you in the eye.” --Interviewee

•  Women recognized when men received different communication styles

“I kept hearing ‘oh you poor dear’ from a man who was younger than me. They didn’t say that to the men.” -- Interviewee

•  Despite their role of leading the final arrangement process, some women cited feeling completely overlooked

“My brother is unemployed and I was footing the bill for the funeral for my mother. But the funeral director kept talking to him instead of me.” --Interviewee


Finding The Female Factor Recommended Approach Women recalled (with great sadness) when a funeral director referred to “the remains” or “the body.” The language used by the funeral director/employees made a lasting impression.

Men often talk to communicate specific information, while women often talk to connect to the other person. Women notice when a connection is not being made.

Carefully choose the words used at every interaction. One negative interaction is remembered more than a positive interaction. Avoid using words like “the body” or “the remains” in front of survivors.

Don’t assume the men are in charge; give equal attention and eye contact to both women and men.

Women view themselves as the center of their families, responsible for representing the collective decisions of the family.

Train staff to emphasize equal attention to male and female customers, especially when sitting across from them at a table.

Women sometimes felt that compassion was “forced”….this impression can occur when there is little eye contact to match the words.

Women use more words than men (on average) and tend to notice body language and facial cues. Women also equate eye contact with listening.

Sustain eye contact when expressing sadness for their loss. Give women ample time to make decisions, explore alternative options or bounce their ideas off a friend or loved one.

Women took careful notice of the level and type of communication they received

Many women felt uneasy with the communica2on process during the sales experience


Customer service is a tremendous area of opportunity

•  Women preferred immediate access to information. They avoided funeral homes with automated phones systems or places that required in-person meetings instead of providing information via phone.

“They wouldn’t give me any information over the phone. They wanted to meet me in person so they could apply more pressure.” --Interviewee

•  Women greatly appreciated extra communication efforts such as after-hours contact information and consistent follow-up.

“Before they cremated the body, they called to make sure no one wanted to view the body one last time. That was a nice thing to do – over-communicate.”

--Interviewee

•  Some women conducted pre-research on the internet to look for funeral homes and appreciated user-friendly websites. A few looked for positive reviews on sites such as yelp.com.

“I started my research on the internet. I checked out review websites – the reviews were enlightening.” --Interviewee


Many women sought more time & privacy to make decisions

“They showed us the casket room, but then stood there while we were making a decision. I wanted some privacy – I didn’t want to discuss pricing in front of the salesperson.” ---Interviewee



Table of Contents

•  Background





•  Final Considerations


5 Strategies to Implement on Monday Morning

1.  Conduct an exercise with your team in which you compile a list of the value of the services you provide. This will give you a compelling way to provide context for your pricing, and give you language that helps you better connect with women customers.

2.  Re-examine your customer-service training process. Train the team to be aware of female-friendly verbal language (such as referring to the deceased by name or relationship), body language (sustaining eye contact) and etiquette (asking how the customer would like to be contacted/addressed).

3.  Evaluate your décor, drapery and lighting through a female lens…what messages are you sending to women customers, intentionally or not? Remember: they are noticing every detail. Conduct the same exercise with your website, and be sure it is optimized for viewing on mobile phones.

4.  List all the ways a customer can work with you to personalize the end-of-life experience. What offerings can you add that reflect the changing times?

5.  Proactively seek feedback from your women customers. Ask them a simple question: if your business could do one thing better, what would it be?


Research conducted by Female Factor Corporation on behalf of ICCFA

Not to be copied or distributed without permission

www.iccfa.com

www.thefemalefactor.com

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