There are other funeral homes who have similar values and ways of working who have always been encouraging and supportive of State of Grace but what I have noticed is that, with it being a women-only business, there is often a different approach to working with families. We don't hesitate to hug people that might need a hug and our communication tends to be more empathetic. We do pride ourselves on trying to be ecofriendly and, as such, do very little embalming. We use natural materials in our mattresses and pillows (that go inside the casket), the caskets we use are made from sustainable wood, and we often use liner coffins so that the outside ones can be reused.
This makes it more cost effective for families as well. Another important thing for me when I was looking into becoming a franchisee is that State of Grace are very transparent about their costs. Families are always kept well informed of every expense.
What has driven the change in customer service among funeral businesses?
I think the main change has been that the generation now planning funerals for their relatives is used to having options, making decisions and being involved. The traditional model where a funeral director comes in and takes over is not acceptable to people of the baby boomer generation. There is also the growing understanding that we need to be thinking about the resources our planet has. We need to find creative ways to minimise the impact we have in all aspects of our lives.
What sorts of issues are customers concerned about?
Many are concerned about cost. Most people do not suddenly have access to a big pool of money to cover a funeral so being transparent about costs, knowledge about financial help available, and an open discussion about cheaper options is important. The other concerns are around ensuring that their family member will be treated respectfully and how best to mark their death in a meaningful way.
How has this affected the service you offer?
Mainly by being really thorough with ensuring all the options are discussed with a family. Also that everyone within that family feels they have been involved in the decision making which can be much more tricky. Times of stress can bring out the best and worst in people so having the skills to make everyone feel included has been really important.
What sort of feedback do you get back from clients?
Very positive feedback. People send us letters which highlight that our care and compassion have supported them through a difficult time. They often focus on our warmth, and that they felt safe leaving their loved one in our hands. They also say that our encouragement to get involved in things such as doing the service sheets was really important in helping them focus on what would be meaningful.
In a franchise, do you all have to offer the same kind of customer service or does it vary?
Whilst every encounter with a family is different, Deb and Fran are only choosing people to run the franchises that they believe will work with families in the same way that they do. As much of their business is word of mouth and relies on their reputation, they are very clear that to be a State of Grace funeral director, your ability to work with families well is the overriding factor to being a franchisee.
What would your advice be to other start up businesses when it comes to offering the best customer service?
Try to get as much experience as you can of the industry before committing to it. Ask people about their experiences, what was important to them, what made a difference, what changes they would make to the service they received, and factor that feedback in to how you will work. Also try and get as much sensible business advice as you can as there is a lot to learn.
Next week - we are going to be looking at the export sector and how small businesses can take their stories to the world. How do you tell international customers about your great product from this remote country?
