Personalization: Are we just whistling past the graveyard? by Karl Weisenbeck Funeral Home Gifts N ot that many years ago, coffee only came in regular and decaf, and most households had a choice between just three television channels. The world has changed tremendously. Consumers now expect everything to be readily available, delivered overnight, in any color they desire, regardless of what they are buying. Amazon and Starbucks created these expectations and now consumers desire instant gratification. If we think we can serve the needs of the 78 million Baby Boomers and their families in the same way we served their parents, then we are whistling past the graveyard. To charge a premium price for funeral services, we also must deliver a premium experience that meets – and even exceeds – these new consumer expectations. A funeral service that people will talk about. A funeral service that comes home with the family. A service that is shared. Funeral homes that don’t deliver an unforgettable 28 www.ogr.org | Winter 2022 experience will have to continue to reduce their prices accordingly until they eventually close their doors. Personalization is one critical component to creating the “wow” experience consumers expect. Not just taking in some items from the home, but creating something that becomes part of the home so they remember you…part of their family. Your goal is to wow them at the service and then win space in the living room for the next decade. If you win the living room, then your funeral home becomes part of the conversation whenever a lost loved one is talked about. To optimally execute personalization and win a place in the home day-in and day-out, you must consider the 10 truths of personalization for funeral directors. Think about these 10 rules and how they relate to your service. To take your firm to the next level, your personalization must be:
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