Great customer service is all about creating small yet memorable moments for your client families both online and offline. Even during times of grief, it is still possible to make a family feel special. Discover 10 customer service best practices that can help your firm become the provider your community demands.
1. Understand Your Community’s Needs
Customer service is a key strategic function of your funeral home business, working hand-in-hand with marketing and sales. Your potential customers have a constantly growing list of options to choose from, and it’s more important than ever to create a compelling case for why you are the best choice. To offer the most effective customer service, you need to understand what the members of your community want—and how they perceive you. Conducting a thorough market analysis is one way to uncover this answer, as it can provide you with valuable insight into the opinions of your local community.
2. Ensure Consumers Always Have A Positive Experience with Your Brand
Today’s consumers have countless ways to interact with a business, which means businesses must ensure their customer service team is prepared to engage with consumers across multiple channels. Consider all the ways a consumer experiences your brand—from walking into your facilities to browsing your website. Every interaction a consumer has with your brand should be exceptional, and you can ensure that it is by being your own secret shopper. Here are just a few ways you can see if your firm is delivering exceptional customer service:
- Walk into your firm’s facilities. Is your firm clean and inviting? How are you greeted by your staff? Are your staff dressed professionally?
- Call your firm’s phone. Who answers? What do they say? How do they say it?
- Listen to your hold music. Is it aligned with the brand you promote?
- Read and listen to your voicemail message. Is it clear and concise? If someone leaves a message, do they know how soon you will call them back?
- Look at your website and social media channels. Are they aligned with your brand promise?
- Review your firm’s email correspondence. Are they professional in form, tone and grammar?
3. PROVIDE OPPORTUNITIES FOR SELF-SERVICE
Do you provide any of your prearrangement forms online? Some funeral homes have started to include fillable forms on their website for customers interested in their preneed services. The information, which generally includes questions that help to write an obituary, is sent to the funeral home’s preneed contact. The contact will then get in touch with the family and set up an appointment to finish making the arrangements. An online form offers a convenient way to connect with people who are interested in your firm’s preneed services.
4. CREATE CONTENT THAT ANSWERS COMMON QUESTIONS
Do you often get asked the same questions by prospective client families? If so, this could be great material to begin creating content for your website. Whether it’s with a Frequently Asked Questions page or a monthly blog, providing basic information to customers can help them answer their own questions without having to call or email you. If they feel you are educating them from the start, they may be more likely to utilize your services.
5. PROVIDE AN ONLINE CHAT OPTION
You’ve probably noticed that many websites are now offering customers the ability to chat with a live representative. This tactic is a great way to answer any immediate questions your customers might have about service details and other specific items. If a chat option is something that you are interested in, remember that you will need a real, live person to manage the chat line 24/7. For many funeral homes, this option may not be practical due to capacity. Customers will expect a timely response back to their inquiry with this feature.
6. BE OPEN TO MEETING YOUR CUSTOMERS WHERE THEY ARE
There are several different ways that you can communicate with preneed leads, so it’s important to be open to connecting with them where they feel most comfortable. Traditionally, the preferred contact method has been a phone call. In the future, it’s possible that leads would rather be contacted via text, Messenger or even email. As you engage with potential leads, remember to ask them what their preferred method of communication is to make sure they are as comfortable as possible.
7. REACT TO COMMENTS (GOOD AND BAD) ON SOCIAL MEDIA
Everyone knows that it’s easier to air your grievances when you can hide behind a screen. Whether you’re getting positive feedback or complaints on social media, it’s important to respond to everyone. From a simple “thank you” to a request to have the commenter send you a private message, taking action will prove that your funeral home truly cares about the people they have served.
8. Exceed Expectations
With technology like texting and email making us more efficient, fewer people are taking the time for personal interactions. For example, if a family you have been working with has been waiting for a piece of paperwork, flowers or other merchandise, consider bringing it to their home personally instead of having it mailed or making them pick it up. Likewise, offer to pick up items like paperwork or clothing from the family instead of having them bring it in. The extra step could make them feel like you cared enough to take time out of your busy day. Client families who believe they have received exceptional value for the price they paid for services can often feel more satisfied with their experience.
9. Assist with Non-Funeral Service Issues
People who have just lost a loved one generally have a lot more on their minds than just planning a funeral service. Consider how you can help relieve the burden from families in other ways, such as working with the family to set up a meal train or researching ways to cover transportation needs. The extra steps you take beyond the scope of your duties show the family that you care.
10. Think About Your Favorite Customer Service Experiences
Whether it’s a funeral customer service moment or a great experience at a local business, think about the times when someone has gone above and beyond for you. How did it make you feel? More than likely, you felt important and happy, which turned you into an advocate for that business. Consider recreating the moments that are important to you in your funeral home business.
Other Customer Service Ideas
Whether you’ve worked in funeral service for your entire career or you just started your own funeral home business, focusing on customer service is important. Here are a few more ideas to help you provide excellent customer service:
- Provide therapy animals
- Keep the kids in mind
- Be flexible
- Create memorable services
By actively managing your service as a key element in your funeral home strategy, you effectively generate and validate your reputation and your referrals. You build trust in your community by meeting the expectations you set for customers every time they interact with you. This in turn supports ongoing business and your bottom line.
Do you have a story about remarkable funeral customer service? Share it with us in the comments below.
