Chapter 2: It’s Not Your Father’s Funeral Home

3 CE Hours

By Deborah Converse MA, NBCT Objectives ŠŠ Identify preplanning activities and guidelines to meet changing ŠŠ Identify components of personalization and strategies to achieve consumer demands. them. ŠŠ Discuss consumer demands and list options for funeral services ŠŠ Discuss the changing roles of women in the industry. and celebrations outside of the funeral home. ŠŠ Compare and contrast the services offered by publically-owned ŠŠ Explain the changes in embalming and cremation, including corporations and private family businesses. alternative methods that are growing in popularity. ŠŠ List innovative commemorative products for the disposition of ŠŠ Define five technology strategies to expand market coverage and remains. meet client needs.

Overview The funeral industry today is rapidly evolving to meet the changing “one size fits all” approach, where the funeral director takes the lead in demands of consumers. Businesses must stay current with industry planning and offers traditional embalming, casket selection, viewing, changes to survive and this involves embracing technology and social memorial service, and burial options. media to expand the geographic area of service that was traditionally Many of the new requests by consumers may seem controversial to confined to a small local territory. Consumers today rely heavily on some directors and communities, while seeming perfectly acceptable technology to compare and choose services and share information on to others. It is important for the business to develop a spectrum of social media. services to meet the diverse needs of the community and reflect the Consumers are seeking innovative ways to personalize services, dynamic nature of the industry. celebrations, and memorials for themselves and their loved ones. They Some businesses may choose to undergo a “rebranding” and may look for more natural or “normalized” ways to handle, prepare, comprehensive change in services to reach a broader or different client present, and inter the body that reflects the individual personality and base. Others may choose to expand services to stay current while preferences of the deceased and their family. retaining some traditional services depending on their community, The industry has responded and successful business owners must be client base, or individual values. open-minded and adapt to consumers demands. In some cases, this This course will describe the scope of industry change in the United will require comprehensive changes in who, what, when, where, and States and provide strategies to keep pace with the evolving funeral how services will be delivered. No longer will consumers accept a, business that is clearly “Not your father’s funeral home” anymore.

Introduction The funeral industry today is challenged to meet the demands of for final disposition. Memorial gardens and landscaped or natural consumers that differ from the traditional services offered to previous green spaces where family, friends, and the community can visit are generations. Families today are influenced by technology, ecology, and replacing traditional cemeteries with granite or marble markers. economic concerns that shape the way they perceive funeral and burial Another change that signals a departure from traditional funeral services. services is the move away from religious affiliation by many families. There is great diversity in the ways that families choose to honor According to the 2017 National Funeral Director Association their loved ones after death, including more personalization with Consumer Awareness & Preferences Report, 39.5 percent of people celebrations and memorials extending into the community. reported that religion was a “very important” component of a funeral, An article in the Boston Globe (2016) points out that the industry must down from 49.5 percent five years ago (NFDA, 2017). This is reflected adapt to changing consumer demands to survive: in the request for funeral services and memorial celebrations that do Death is inevitable, but, increasingly, traditional burials are not. not follow traditional religious doctrine or require participation by From diamonds made from cremated remains to eco-friendly religious leaders. interments, the $20 billion funeral industry is being reshaped, Families today seek greener, natural, and sustainable options creating opportunities for the entrepreneurially-minded, and to embalming and final disposition. Companies that provide financial hardship for those with business models more set in biodegradable caskets, urns, shrouds, and organic flowers have stone. experienced increased demand for their products. Successful funeral businesses must find ways to incorporate services Many consumers no longer want funeral services to be sad or somber that provide personalization, are eco-friendly, and capitalize on affairs, but prefer a more positive and personalized celebration to the popularity of technology and social media while adapting their honor the person’s life. Families are increasingly seeking services and business to the changing industry. celebrations that include multi-media presentations and live streaming Cremation is more popular today than ever before due to lower that reflect the individual’s unique preferences in music, foods, clothes, costs, concerns for the environment, religious acceptance, less space art, hobbies, interests, passions, and memorabilia. Families may plan for cemeteries, especially in urban areas, and more creative options events that take place in the community, such as firework displays,

Funeral.EliteCME.com Page 9 or memorial gatherings, held in a park or other venue, that are more flowers or other remembrances, guests may be requested to donate festive and designed to have everyone share in a joyous celebration of online to the deceased person’s designated charity. the person’s life. ●● Crowdfunding websites assist the family with financial hardships The Internet and social media are dominating forces in society today to pay for funeral expenses and provides a way for the community and this is reflected in all areas of the industry. Beginning with initial to support the family. consumer contact, marketing, planning, writing obituaries, live Online counseling and grief support resources are available to assist streaming of services, video and music presentation, celebratory and family and friends. memorials events, and products for remembrances, are technology A 2016 survey conducted by Frazier Consultants found that 52% of based and shared on social media through Facebook, Twitter, YouTube, the funeral directors that responded felt their funeral home was ready Skype, Google Hangouts, and other social sites. Technology related to to meet the new changes and any challenges they might bring. About funeral services may include: 33% of the funeral directors felt they were somewhat prepared, and ●● Funeral services and multi- media memorials streamed live in real just over 14% of them felt that their funeral home needed to do more time to allow family and friends to be a part of the celebration if in order to prepare for coming changes (Frazier, 2016). they are unable to attend. ●● Individuals participate online by offering memorials and The time to change is now and each funeral business must develop a communicating with family and friends in real time online. model that is responsive and respectful of consumer preferences for ●● Many families choose to honor their loved ones through charitable personalization. The business must incorporate online strategies to donations through websites and social media posts. Rather than expand, update, and improve, to provide the highest quality of service.

Comprehensive preplanning Many people find it difficult to think about death and some do not funeral home that meets the emotional and financial needs of their until they are faced with the responsibility of handling arrangements family and reflects their wishes for a unique celebration of life (NFDA, for a loved one. Today, consumers are engaged in technology and may 2017b). find it easier and less emotionally taxing to initially gather funeral Preplanning also allows families to make decisions in a thoughtful and information online as a way to begin planning for themselves or loved organized manner without the stress of trying to make arrangements at ones. the time the death has occurred. According to the NFDA, increasing number of adults find that Preplanning does not necessarily mean prepaying though financial preparing for the inevitable is a wise decision. Planning one’s funeral concerns and information on funding sources are important in advance allows individuals to do their homework and select a components of the process.

Bill of rights for funeral preplanning An ethical and reputable NFDA, funeral home will ensure the ●● State in the contract where and how much of the funds paid will be following rights and protections (NFDA, 2017c): deposited until the funeral is provided. ●● Provide detailed price lists of goods and services. ●● Explain in the contract who will be responsible for paying taxes ●● Provide a written statement listing all of the goods and services on any income or interest generated by the preneed funds that are purchased and the price. invested. ●● Give you a written preneed funeral contract explaining, in plain ●● Inform in the contract whether, and to what extent, the funeral language, consumer rights and obligations. home will guarantee the price of goods and services purchased. ●● Guarantee in the contract that if any of the goods or services If the prices are not guaranteed, the contract will explain who is selected are not available at the time of need, goods and services of responsible for any additional amounts that may be due at the time equal or greater value will be substituted at no extra cost. of the funeral. ●● Explain in the contract the geographical boundaries of the funeral ●● Explain in the contract whether and under what circumstances home’s service area and under what circumstances the preneed consumers may cancel the preneed contract and how much of the contract can be transferred to another funeral home if the consumer funds paid will be refunded. relocates, or if the death were to occur outside of the service area.

Moving outside of the funeral home: Services and celebrations The Certified Celebrant ●● Using music and readings resources. Fewer families are including religious rites that previously set the ●● Art of ceremonial writing. tone and structure for the service. With no religious leader to guide ●● Presentation skills. the process, funeral businesses are turning to a Certified Celebrant ●● How to serve as master of ceremonies. to fill the void and meet the expectations of the deceased and their ●● Developing the Celebrant Concept in the community family. These professionals work with the funeral director to develop Life event community centers personalized services while providing a meaningful, supportive, Funerals are moving out of the funeral home and into the community. celebratory experience for family and friends. As celebrations become larger, more festive, customized, and multi- The NFDA offers workshops and seminars to train staff for this dimensional, a venue is needed to accommodate these events. Many important role (NFDA, 2017d). funeral homes are developing multi-purpose facilities that can support a variety of services for state of the art multi-media presentations, The Certified Celebrant Training seminars, hosted by NFDA, are outside activities, food and catering services, private rooms for the conducted in a creative and collaborative environment and train the family, and a number of different sized rooms to accommodate the attendees will develop skills such as: needs of the family and community. ●● Articulating the value of the funeral. ●● Facilitating family meetings. One example is the Hiers-Baxley life event center in The Villages in Florida, which is primarily a retirement community. Hiers-Baxley

Page 10 Funeral.EliteCME.com Funeral Services opened the 12,000-sq. ft., multi-purpose facility ●● Provide services to lower income families at lower cost or donate in May 2017 to provide a venue for life celebratory events for families the services. and the community in Central Florida. ●● Choose community charity and become an active volunteer or According to Senior Vice President Justin Baxley (Foundation board member. Encourage staff to volunteer as well. Partners, 2017): ●● If appropriate for multi-purpose use, rent out the facility at a The center was specifically designed with the flexibility to hold discounted rate for community events, non-profit groups, or low meetings celebrations and conferences for groups large and small. income families. In addition, it further expands Hiers-Baxley’s capability to provide ●● Contract with local providers to support local businesses for families with a venue to host all of their important milestone flowers, video services, photographers, caterers, funeral supplies, events, not just funerals. printed materials, musicians, transportation providers, hotels, and other local service providers. The center has three multi-purpose rooms with the latest in multi- ●● Start an interactive blog with articles, information and comment sensory technology including a 12 ft. by 34 ft. projection screen. Lisa sections on topics important to the community as a learning tool High, location manager states (Foundation Partners, 2017): and to build rapport. Our objective is to offer relaxed surroundings and inviting ●● Participate in community outreach and marketing activities for décor in every room of the life event center to make our guests increased visibility. as comfortable as possible when they are here for an event, commented. We want people coming back to us to hold every Crowdfunding meaningful family celebration in our facility, including weddings, This concept is not new but the increasing use of Kickstarter and parties, reunions and receptions. GoFundMe sites have brought it to the forefront to provide options funding funeral services. Building community relationships A sense of community is important to consumers today as evidenced Here are some of the crowdfunding sites frequently used for funerals by the popularity of social networking by Baby boomers, their Gen X (Usurnsonline, 2017b): children, and the younger Millennial generation as well. It will be even ●● GoFundMe – One of the most popular and familiar sites for more important as upcoming generations grow up with technology crowdfunding. Thousands of funerals and legacy funds have been and social media sharing as their primary means of communication. created through this platform. Building good community presence is important to building a thriving ●● Treasured Memories – Crowdfunding network designed funeral business. specifically for funding of funeral and memorial costs. ●● YouCaring – A platform designed for compassionate giving Beyond technology use, which will be covered in a separate section, towards worthwhile causes, YouCaring does not take a commission there are some ways to strengthen community involvement: as most other sites do. The only cost is the standard credit card ●● Support local charities that assist struggling families. processing fee, which is usually around 3%.

The rise of cremation and eco-friendly practices The Boston Globe (2016) noted that: ●● No embalming or embalming with formaldehyde-free products. Lewis Funeral Home on Nantucket closed its doors in 2013 after 135 ●● The use of sustainable biodegradable clothing, shroud or casket, years in business, citing the rise in cremation as a cause. Families and natural or green burial. who opt for cremation spend 42 cents on the dollar compared with Green funeral products those who have traditional burials, said Teresa Gyulafia, strategic The following products have been increasingly in sales to meet communications director at Batesville, a funeral product manufacturer demands for a green funeral and could be offered as a way to access in Indiana, noting that cremation was “a big economic burden to the revenue in this growing field (Usurnsonline, 2017): industry.” ●● Biodegradable water scattering urns. Maine has one of the highest cremation rates, with 73 percent of deaths ●● Biodegradable ground burial urns. resulting in cremations in 2015 and by 2030, the national cremation ●● Biodegradable memorial tree urns. rate is expected to be 71 percent (NFDA, 2107e). ●● Eco-friendly woven caskets. According to the NFDA (2017f): ●● Eco-friendly banana leaf caskets. Being green in funeral service is a natural consequence of today’s ●● Recycled “plantable” seed paper funeral invitations. American eco-consciousness. Consumer lifestyles and values, whether ●● Biodegradable dove-shaped balloons for balloon release. environmental, spiritual, philosophical or conservation oriented, are ●● Funeral flowers: Source all flowers from local grower. reflected in consumer attitudes toward products and services in the In a natural burial, the body is buried with no embalming and the final market and affect decision making. This includes attitudes toward disposal is in a natural setting with no traditional grave marker. Only death and funerals. Green funeral choices are expected to grow in items found in the natural environment, such as trees, bushes, plants, popularity in the U.S. as this eco-consciousness grows. Depending on and indigenous flat rocks can be used as markers. Any shroud or a family’s preferences, a green funeral can include any or all of the casket that is used must be biodegradable, nontoxic, and of sustainable following: material (NFDA, 2017f). ●● A small gathering in a natural setting. Increased demands from the natural burial movement impacting the ●● Use of only recycled paper products. industry with a sharp uptick in demand in 2016 for biodegradable ●● Locally-grown organic flowers and food. caskets made of recycled paper, woven banana leaves, cardboard, and ●● Carpooling. pine (Boston Globe, 2016).

Funeral.EliteCME.com Page 11 The NFDA provides the following statistics (NFDA, 2017e): Figure 1: Historic Rates of Cremation and Burial and Future Projections 2010 (final data) 2015 (final data) 2018 (projected 2020 (projected 2025 (projected 2030 (projected data) data) data) data) Burial (%) 53.3 45.2 40.6 37.8 30.3 22.7 Cremation (%) 40.4 47.9 53.3 56.2 63.8 71.3

This page is based on the latest available government, industry, available. The data on this page was last updated on July 18, and research reports; data is updated as new information becomes 2017(NFDA, 2017e).

Alternatives to traditional embalming Eco-balming without formaldehyde These products are effective to slow decomposition and after injection/ The toxic nature of formaldehyde is well-documented, with extensive infusion/application are sufficient for 3-5 day preservation, and warnings being issued by the Center for Disease Control and sometimes last as long as a week when combined with refrigeration. Prevention and the Occupational Safety and Health Administration The intent of eco-balming chemicals is to temporarily delay but not (CDC, 2016; OSHA, 2011). stop or inhibit natural decay processes for the natural and inevitable Eco-balming alternatives are plant oil-based chemical products that return to the elements of human remains (Bedino, 2016).There are are certified by the Green Burial Council as natural and eco-friendly. four products that can be used from arterial to topical application, These non-toxic alternatives to formaldehyde are supplied by major depending on the desired type of post-mortem preparation. funeral supply companies.

Other alternatives to embalming The following methods are often used in home and/or green and Other components of alternatives to embalming natural funerals. Though they typically do not involve the funeral This information is included because it is a summary of the types of home, they can have financial benefits to the funeral business that additional services families may need when following an alternative commits to working with families to assist or guide them through these path to embalming the body. processes. Refrigeration A funeral professional has a wealth of knowledge to share with This method is probably the most eco-friendly and economical way to families dealing with a myriad of issues surrounding a death of a loved provide a few days of preservation prior to direct cremation or burial. one. By developing a program to offer affordable assistance for home, The body must be kept at a temperature below 40°F to sufficiently green, or natural funerals, the business can provide services in these delay decomposition and may use refrigeration, dry ice, or gel packs areas that are growing in popularity. (Everplans, 2017). The funeral home may provide refrigeration Funeral businesses may offer assistance and services in the following capacity needed by the family. areas: Dry ice (carbon dioxide ice) ●● Develop a manual with helpful information and resources for the The body can be preserved for a brief period of time on dry ice and home funeral. is this method is commonly used for preserving the body in a home ●● Collaborate with providers of recommended supplies and products funeral. It can be placed around the body but will cause freezing on needed for these types of funerals and share these with the contact from the -96°F temperature. The ice must be changed every family. A referral fee or commission can be contracted with these 24 hours to achieve optimal effects. The following information is companies in advance. provided on the use of dry ice for preservation (SevenPonds, 2017): ●● Meet with the family to assist in planning. As dry ice evaporates, it emits carbon dioxide, so the lid on the ●● Assist with obtaining transportation of the body using the company container must be left slightly open. An average-sized body hearse for example. requires 30 pounds of dry ice to start and about 10-20 pounds ●● Provide interns or trainees to help which will give them experience a day after that. Have the dry ice vendor cut the ice into one- and provide low-cost assistance to the family. inch thick sheets, about the length and width of an average size ●● The Certified Celebrant may assist in planning the celebration. paperback book. If this is not possible, the ice may be shattered ●● Provide a reception area, space, or garden that could be needed for with a hammer. Wrap the pieces in cloth or plastic sheeting. a memorial celebrations or family gatherings. Replenish your supply daily as the dry ice evaporates. Frozen gel ●● Direct support can be offered to help with transportation, lodging, packs may be sufficient as well, especially for a diminutive person food service, local arrangement, grief counseling, and other or a small child to avoid any freezing of the body. assistance needed by the family, friends, or community. ●● Assistance with announcements, social media, obituaries, direct The funeral home can assist in providing and delivering the dry ice, streaming, crowdfunding, online memorials, and charitable and other materials and supplies, and placing it to correctly preserve donations may be offered. the body. Though the income gained from this assistance may be small in Direct cremation comparison to other funeral services, it will help the business expand Direct cremation is the term to describe cremation of the body directly into new areas, reach a new clientele, and strengthen their reputation after death. There is no need to preserve or embalm the body with this as a compassionate provider in the community. method. The body is taken directly to the crematorium after death. The funeral home can assist in transportation and cremation arrangements Keeping that approach in mind, professional guidance and assistance and the selection of innovative products for disposition of the ashes. from funeral personnel could be provided on the following alternatives to embalming and funeral services often used in home, green and Immediate burial natural funerals. This burial occurs immediately after death and does not involve any preservation of any kind. Funeral homes can assist in obtaining the

Page 12 Funeral.EliteCME.com vessel or material to hold the body, as well as with transportation, With careful thought, planning, and creativity, a comprehensive funeral burial, celebratory processes, memorial products and other services. business can include any type of funeral service consumers prefer.

Incorporating technology Technology: Reaching a broader market and meeting client needs ●● Shares resources on support groups that are available to assist with If the business has an effective technology platform the consumer can specific areas of grief, such as support groups for parents. access information, compare services, and contact the business twenty ●● Provides information on transportation, lodging, and other four hours a day. Regardless of location, work schedule, or time resources for local arrangements. restraints, the consumer has a wealth of information they can instantly ●● Provides information on setting up meal services for the family review online at their leisure in the comfort of their home. It is still using sites such as meal train. important to meet face-to-face, but technology can provide an initial ●● Testimonials can be included, but to add validity, it would be best contact that, if done effectively, can lead to developing a relationship to use a third-party service to post these, such as Google reviews with the family. or TrustPilot. The NFDA agrees (NFDA, 2017f) ●● If the website includes a section regarding service costs, be sure In order to enhance service to families and community, most funeral the costs are fair and align with the local market. Present the homes now have websites which enables funeral homes to easily quality of the service that justifies the cost. The website should go display their products and services, and, in turn, offer consumers the beyond generic pricing to help the consumer understand the value freedom to conduct research at-will. of the services. ●● The site should engage consumers and make an impression so they Many funeral homes can help families create memorial videos which will select the business over others. include photographs accompanied by music. These videos can be ●● Provide a section to ask questions and if contacted, respond as shown at visitation or funeral service and are a special keepsake to soon as possible. treasure forever. Technology is critical to keep pace with the current death care industry, Because visitation and memorial services often take place shortly but can also be intimidating to those unfamiliar with the vast array of after a person’s death, it may be impossible for all family members options. and friends, especially those living far away, to attend these functions. Some funeral homes have begun to accommodate those distant loved In 2016, there was an increased focus on mobile offerings, videos ones by providing a live online broadcast of the funeral service. These became an important marketing tool and overall, funeral directors broadcasts can be archived on the funeral home’s website for viewing seemed to take a much greater interest in technology, software and at a later date or made into a DVD the family can keep. marketing options (Meawasige, 2017). Technology and social media add transparency to the industry by Technology use that is specific to the funeral industry is changing the allowing the process of shopping and comparing funeral services from way directors reach and interact with families, promote their services, many providers. Technology allows consumers to better understand track data, and perform every aspect of their business. costs and access a variety of choices for services as opposed to the past Traditionally, local funeral homes served the community within certain where the consumer was limited to what the local provider offered. geographic boundaries for generations but those boundaries are being Of course, a professional, engaging, online presence is the key to dissolved by the Internet. marketing and there are many factors to be considered to ensure the Price, quality, and options for customization are the major concerns website is effective. It may include the following components to of individuals shopping for services today. The Internet makes these highlight the unique qualities of the business to set it apart from others: initial comparisons easy and accessible at all times, wherever there is ●● Designed in an attractive, modern, engaging style. Many cellular service, without a trip to the funeral home. consumers say that they will actually an outdated website at the Competitors are just a click away, making quality Internet and social first glance. media presentations even more critical for every business. ●● User-friendly and easy to navigate. ●● Connected to social media. Search engine marketing (SEM) can be optimized to help consumers ●● Utilizes search engine optimization so that users can easily and quickly find the exact information they need. It maximizes direct quickly find information. exposure to consumers that would not be reached through traditional ●● Presents a consistent style and professional image throughout the marketing. According to Webopedia (2017): website. SEM is a type of Internet marketing associated with the ●● Mobile-friendly. researching, submitting and positioning of a website within search ●● Uses state of the art graphics and sound. engines to achieve maximum visibility and increase the share of ●● Provides the ability to present information in the languages of the paid and/or organic traffic referrals from search engines. targeted area. Optimizing the SEM is explained as follows (Webopedia, 2017) ●● Uses vocabulary and readability levels appropriate to the targeted SEO is short for search engine optimization. Search engine population. optimization is a methodology of strategies, techniques and tactics ●● Provides preplanning information. used to increase the amount of visitors to a website by obtaining a ●● Highlights creative and innovative celebratory and memorial ideas high-ranking placement in the search results page of a search engine and products. (SERP), including Google, Bing, Yahoo and other search engines. ●● Includes inspirational, motivational, and spiritual quotations. ●● Provides current information, articles, or checklists that would be Analytics is the review and study of data that can help the business helpful for comparing services online. learn important information about types of consumers visiting the ●● Provides articles and resources on dealing with grief. websites, type of information they are seeking, what priorities they ●● Highlights community involvement of the business. have, and whether they responded to the website by seeking further ●● Includes funding, crowdsourcing, and information on strategies to information (Meawasige, 2017). Every time a consumer visits a lower funeral costs. website or social media site, there is more valuable data to analyze that can yield important information and feedback on consumer interests.

Funeral.EliteCME.com Page 13 Programs such as Facebook Insights or Google Analytics can be set Technology firms specialize in developing professional online up at no cost and professional consultants can help the business set up platforms and marketing strategies specific to the funeral industry. programs that will help them track and interpret this important data. These firms should be consulted to develop these critical tools that can streamline data and records management to increase efficiency and allow personnel to focus more time on clients.

Generational factors and technology According to Millward Brown Digital, 60% of Gen Xers use a to reach multiple audiences, in multiple locations. If you think smartphone on a daily basis, while 67% use a laptop or PC on a daily outside the box, you can make a video, write a blog, design an basis, representing two-thirds of all Gen Xers, a generation made up infographic, tweet and create a targeted Facebook ad around one of nearly 65 million people (Frazier, 2016b). In 2016, nearly 50% of message. online shoppers were between the ages of 35 and 54, representing half Again, there are technology consulting and design services that can of all online shoppers. assist in setting up these resources. Frazier (2016b) notes the importance of reaching these potential Apps for funeral service clients: Mobile applications, apps, are increasingly more popular and can be Eighty-nine percent of families want to do online research before designed to coordinate with the business website. Technopedia (2017) making a decision of selecting a business. Gen Xers do a lot of explains: research online before they spend money on anything, and that A mobile application, commonly referred to as an app, is a type of includes funeral expenses. Many savvy funeral directors already application software designed to run on a mobile device, such as have a website and have taken a step in the right direction. a smartphone or tablet computer. Mobile applications frequently Each subsequent generation is more immersed in technology that is serve to provide users with similar services to those accessed on becoming increasingly more mobile, accessible and sophisticated. The PCs. Apps are generally small, individual software units with Pew Research Center provides the following data (Fry, 2016): limited function. This use of software has been popularized by Millennials have surpassed Baby Boomers as the nation’s largest Apple Inc. and its App Store, which sells thousands of applications living generation, according to population estimates released in for the iPhone, iPad and iPod Touch. A mobile application also 2016 by the U.S. Census Bureau. Millennials, whom we define as may be known as an app, Web app, online app, iPhone app or those ages 18-34 in 2015, now number 75.4 million, surpassing the smartphone app. 74.9 million Baby Boomers (ages 51-69). And Generation X (ages Single entry technology solutions 35-50 in 2015) is projected to pass the Boomers in population by Many funeral businesses need a system to minimize paperwork, 2028. organize, and store data in one software program. These single entry The Baby Boomer generation is decreasing in number and may be the systems move the business through the transition from paper records to last holdouts for traditional funeral services, along with those aged a computer system that saves time and minimizes error. 70 and above. However, Boomers’ and Gen Xers’ technology usage Meawasige (2017) explains: cannot be discounted, since they reflect the greatest rate of growth One major change to funeral home software simplifies the way in Facebook accounts. Many Boomers grew up during the advent funeral homes manage and monitor all aspects of their business. of “Earth Day” and the beginning of organic and environmental The single-entry logic captures all of the data in one central system consciousness of the 60s and 70s. This may influence them to move and then distributes it instantly to all other integrated components toward the green or natural funeral. in the system. It can work in tandem with that data as it interacts According to Foundation Partners (2017b): with staff, family, and your expanded markets to provide the Seventy percent of Baby Boomers don’t want the same funeral business decision tools to dramatically increase market share. experience that their parents had, yet 90 percent of funeral In order to assist families that may not realize, or are simply to homes are offering that same, traditional experience. “We see the stressed to remember, the social media accounts of the deceased opportunity as providing what people want going forward. That’s a are still important and must be addressed in some manner. Each customized, personalized experience, “Do a celebration of my life company has a policy and these will be summarized. For further and tell my life story in a unique way.’” information, contact the sites directly. In terms of technology, the Gen Xers, who heavily use technology, Facebook will be planning, or assisting with, the funerals for their Baby Boomers To date, the largest social networking site, with over a billion users, is parents. Facebook. The millennial group that grew up with technology and are heavily This raises the question, “What happens when a Facebook users is dependent on it will rely on data to shop and plan for the funerals of deceased?” their parents and themselves. Facebook (2017) provides the following information: “How do I Looking to the future, it is inevitable that the main source of access report a deceased person or an account on Facebook that needs to be to funeral information will be through technology online and social memorialized?” media will replace the traditional “word of mouth” advertising that was crucial in days past. Memorializing the account: Memorialized accounts are a place for friends and family to gather Using technology and social media to reach new consumers and share memories after a person has passed away. Memorializing According to Meawasige (2017): an account also helps keep it secure by preventing anyone from In order to engage audiences, you need to reach them where they logging on .If Facebook is notified that a person has passed away, spend their time. This means, social media, forums, YouTube, it’s our policy to memorialize the account. blogs and countless other content resources. Think about the Cremation Services page on your website, for example. There are You can tell us in advance whether you’d like to have your account many different ways that you can repurpose that same content memorialized or permanently deleted from Facebook.

Page 14 Funeral.EliteCME.com Memorialized accounts have the following key features: Note: Twitter is unable to provide account access to anyone regardless ●● The word remembering will be shown next to the person’s name of their relationship to the deceased. on their profile. Google (2017) ●● Depending on the privacy settings of the account, friends can share People expect Google to keep their information safe, even in the event memories on the memorialized timeline. of their death. Make plans for your account. ●● Content the person shared (example: photos, posts) stays on Facebook and is visible to the audience it was shared with. Inactive account manager is the best way for you to let us know who ●● No one can log into a memorialized account and no new friends should have access to your information, and whether you want your can be added. account to be deleted. ●● Memorialized accounts that don’t have a legacy contact can’t be About inactive account manager changed. Using inactive account manager is a way for users to share parts of ●● Pages with a sole admin whose account was memorialized will be their account data or notify someone if they have been inactive for removed from Facebook if we receive a valid request. a certain period of time. To set it up, go to your inactive account Deleting your account (Facebook, 2017) manager page and click setup. You can choose to have your account permanently deleted should you -How do we detect activity? pass away. To do this: We look at several signals to understand whether you are still using ●● From the top right of Facebook, click arrow and select settings. your Google account. These include your last sign-ins, your recent ●● From the left menu, click security. activity in my activity, usage of Gmail (e.g., the Gmail app on your ●● Click legacy contact. phone), and Android check-ins. ●● Click request account deletion and follow the on-screen instructions. -What happens when your account gets deleted? Deleting your Google account will affect all products associated with For friends and family that account (e.g., Blogger, AdSense, Gmail), and affect each product If you’d like to create an additional place for people on Facebook to differently. You can review the data associated with your account on share memories of your loved one, we suggest creating a group. Learn the Google dashboard. If you use Gmail with your account, you’ll no how to request the memorialization of an account or how to request the longer be able to access that email. You’ll also be unable to reuse your removal of a deceased person’s account from Facebook. Gmail username. Please keep in mind that we can’t provide login information for -Why do I need to provide a phone number for a trusted contact? someone else’s account even under these circumstances. It’s always We’ll use the phone number for the sole purpose of ensuring that against Facebook’s policies to log into another person’s account. To only the trusted contact can actually download your data. Verifying report a profile to be memorialized, please contact us. the identity using a mobile phone number prevents data access from Removing the account unauthorized people who might get hold of the email we send to your Verified immediate family members may request the removal of a trusted contact. loved one’s account from Facebook. Once certain criteria are met, -What will trusted contacts receive? Facebook will set up a user’s profile as a memorial. And after the page Contacts will only receive notification once your account has been has been memorialized: inactive for the specified amount of time– they will not receive any ●● Anyone can send private messages to the deceased person. notification during setup. If you chose to only notify your contacts of ●● Content the deceased person shared (ex: photos, posts) remains on your inactive account, they’ll receive an email with a subject line and Facebook and is visible to the audience it was shared with. content that you wrote during setup. We’ll add a footer to that email, ●● Memorialized timelines don’t appear in people you may know and explaining that you’ve instructed Google to send an email on your other suggestions (via Facebook). behalf after you’ve stopped using your account. If you have a friend or family member who has a Facebook profile that If you chose to share data with your trusted contact, the email will needs to be memorialized, you can contact Facebook. additionally contain a list of the data you have chosen to share with Twitter (Facebook, 2017) them, and a link they can follow to download the data. Twitter user profiles are similarly protected in a similar way to Make a request for a deceased person’s account (Google, 2017) Facebook profiles. No one will be granted access to the deceased’s We recognize that many people pass away without leaving clear account. Once the request has been submitted and processed, the instructions about how to manage their online accounts. We can account can be either deleted or archived on Twitters servers. When an work with immediate family members and representatives to close account is archived, it will no longer be able to be tweeted from, but the account of a deceased person where appropriate. In certain all past public tweets will be view-able to the public. circumstances, we may provide content from a deceased user’s Contact Twitter about a deceased persons account for more account. In all of these cases, our primary responsibility is to keep information. people’s information secure, safe, and private. We cannot provide passwords or other login details. Any decision to satisfy a request Twitter policy for deceased users (Twitter, 2017) about a deceased user will be made only after a careful review. Deceased user In the event of the death of a Twitter user, we can work with a person There are many social network sites including LinkedIn, Instagram, authorized to act on behalf of the estate, or with a verified immediate Tumblr, and many others used by teens. Contact the site to get family member of the deceased to have an account deactivated. Use information about their policy for deceased or inactive users. this form to request the removal of a deceased user›s account. After Online music subscriptions you submit your request, we will email you with instructions for Music-streaming services provide an unlimited catalog of music for providing more details, including information about the deceased, a a small monthly fee. For about ten dollars a month, music can be copy of your ID, and a copy of the deceased’s death certificate. This streamed on the Internet, by using a mobile device, or an audio system, is a necessary step to prevent false and/or unauthorized reports. Be depending on the music service chosen. assured that this information will remain confidential and will be deleted once we›ve reviewed it. Some services have music storage capability to manually upload files to create playlists. After the music library is uploaded, those files can

Funeral.EliteCME.com Page 15 be played in addition to the streaming function. Some music services Unique funeral services are offered today that reflect the hobbies, allow users to make playlists from music files that can be streamed and passions, interests, affiliations, and accomplishments of the deceased. downloaded to the device for offline streaming when not connected to The NFDA recommends the following (NFDA, 2017f): the Internet. Encourage all funeral service consumers to discuss their ideas with The right music is important when personalizing a service or the funeral director to ensure an individualized ceremony fitting celebration or to set the tone. A subscription for music service, such of the person who died. Funeral directors can offer ideas on how as Spotify, Google Play, Amazon Music, or Apple Music, is an easy families can personalize their loved one’s funeral and should be way to access a wide variety of music (Usurnsonline, 2017b). Music open to family suggestions and creativity. is essential for customized multi-media memorial presentations and Baby boomers are making funeral choices based on values that are to meet unique requests and the right music can elevate the mood of different than previous generations and see funerals as a valuable family and guests. part of the grieving process, seeking ways to make them meaningful Funeral live streaming (NFDA, 2017f). Live streaming is the transmission of live video and audio using Frazier Consultants (2016) explains: the internet. Smart phone users from any location may experience The number of consumers seeking personalization is only going to the event using their favorite mobile device with a standard internet increase as Baby Boomers and Gen Xers, born between 1960s to browser without any specialized software. Most areas will have the early 1980s, making them somewhere between their early 30s professional providers available that can live stream an event for a and their early 50s, start thinking about their funerals. Eventually, seamless presentation. Millennials will also start thinking about their funerals. It’s not Family and guests that are unable to attend may experience all aspects crazy to think that 15 to 20 years from now, almost 90% of people of the service in real time. will want a highly-personalized memorial service. Yet currently, an estimated 90% of funeral homes only offer the same traditional Facebook Live, Periscope, and Google Hangouts are examples experiences. Of course, traditional services are still desired and it’s of systems that are being used, in combination with high quality understandable there will be families that want a religious service smartphone cameras, to live stream funerals and memorial services or traditional burials. through social media today. The “selfie,” Instagram, and virtual reality craze is evident across all Online reviews generations today and indicates the individual’s need to document After providing quality services to consumers using technology, that they are uniquely present, and involved in even the smallest personalization, assistance and guidance to meet their needs for experiences. This carries through to the funeral experience as the a meaningful service for their loved one, it can be assumed that desire to exert their unique personality even in death. Some may they will share their satisfaction with others. Traditionally, funeral see this as narcissism, but whatever the motivation, it is prevalent in providers relied on word of mouth and community presence to serve as throughout the U.S. today. primary sources of marketing to expand their business and reach new consumers. A Boston Globe (2016) article provides some examples of the personalization trend that is gaining in popularity and reshaping the Today, the Internet and social media have replaced traditional word of industry: mouth information sharing and can reach unlimited numbers of friends At Rockland Golf Course a few years ago, a kayaker paddled to and family in an instant. the middle of a pond with the cremated remains of a golfer who Developing a section of the business website or social media page for had hit many an errant ball into the water. As the rower released reviews or star ratings is a way to encourage reviews and feedback that the biodegradable container and the ashes dispersed, a bagpiper can be used for marketing and critiquing the quality of service. played “Amazing Grace” and 75 members of the man’s golf league chipped shots into the water. A well-designed, professional website or business Facebook page can engage consumers to share information and reviews to reach Other examples from the Globe article show how businesses are individuals that are comparison shopping on line. Facebook provides adapting: the options for “liking, “sharing,” and commenting that can provide To counter a drop in domestic sales, Dodge Co. in Billerica, the maximum marketing benefits at minimal cost. world’s largest supplier of embalming fluid, has been selling more sports-themed urns and video tributes. New England Casket Co. in Another benefit of using Facebook is that the star ratings are averaged East Boston, founded by an Italian cabinet maker in the 1930s and to give users a visual image of star ratings that is quick and easy to now run his grandson, makes a casket with a camouflage lining interpret. and a rifle holder, among other unique offerings, and has started It is not advisable to contact the family directly for a review or rating, making more oversized caskets for an increasingly larger clientele. unless they have indicated that is acceptable. If given permission for At Magoun-Biggins Funeral Home in Rockland, owner Bob contact, it is best to do so via email, though it is acceptable to include Biggins offers concierge services: making arrangements with social media contact information in the email. caterers, helping plan dinners at country clubs, and arranging Remember, the key is to ensure that professionalism is the foundation bereavement rates at hotels for out-of-town guests. He also put of everything the consumer can see on the website of social media together a funeral procession for an ice cream man led by his page. Take time and carefully consider everything posted on your iconic truck, complete with popsicles for guests at the grave site, social media pages to make sure it presents a consistent view of the and had a body shop paint a casket to look like a school bus for a quality service and professionalism the business has to offer. local driver. “You have to adapt to meet what your clients’ needs are,” Biggins said, “and it’s not the old-fashioned cookie-cutter Personalization funeral.” Individuals and families are seeking funeral services that reflect individuality and the unique characteristics of the deceased when they The NFDA offers advice to consumers who are planning a plan a service to honor them. This movement toward customization personalized service and if the family is including religion in the means that the industry must be ready, willing, and able to provide service they suggest they consult their religious leader when planning services to meet these demands to survive. personalized services to help them coordinate the tributes. The

Page 16 Funeral.EliteCME.com NFDA addresses other considerations when the family is planning a Personalization and quality service personalized service (NFDA, 2017b): Brad Rex, President and CEO of Foundation Partners Group, a Regardless of the type of service you select, it should be a national corporation that owns funeral homes and cemeteries in 14 reflection of your loved one’s life that makes an emotional states across the country, believes that assisting families to personalize connection with all those in attendance. services for their loved one is part providing the highest level of To help begin the process of planning a unique tribute, think of quality service possible. answers to the following questions: The former Disney Executive applied the business model concepts ●● What could your loved one do better than anyone else? used by Disney and shared the philosophy to build a framework for the ●● When you think of your loved one, what do you think of? funeral homes to judge their level of service. Rex believes that funeral ●● What were your loved one’s hobbies or special interests? directors need to focus on storytelling and creating unique, meaningful ●● What were some of your fondest memories of your loved experiences to celebrate those who have passed (Foundation Partners, one? 2017b). ●● What was your loved one passionate about? The concepts Rex shared for providing world class service to clients These questions can help the family prioritize the areas to highlight will be summarized below, including the power of storytelling and organize their ideas before consulting the funeral director. (Foundation Partners, 2017b): Frazier Consultants (2014) also offers suggestions for assisting Helping families tell meaningful stories families in planning personalized services with the following steps: For us, that is our big opportunity to tell the story of a person’s ●● Meeting with family members in their homes, rather than the life. Our company purpose is to capture, acknowledge, and share office, in order to build a more casual rapport. life’s purpose. We consider it a great honor to be able to do that, ●● Dressing down to avoid being perceived as too stuffy or staid. and want to share a life story in a very unique or creative way, ●● Presenting a slideshow of past personalized services in order to and not only tell stories, but create an entire experience around tailor family expectations about what memorialization can entail. them. Funeral professionals are crafting a credible, meaningful and ●● Asking the family to pull together five items that best represent the memorable experience that tells the story of someone’s life. deceased as a reference point for your personalization effort. The director and family can work together to develop their story ●● Going through a series of questions regarding the readings, music, based on the hobbies, passions, interests and unique characteristics styles and more that suit the former tastes of the deceased, making of the deceased. This process would be different for each family and sure the family is aware that they aren’t limited to traditional the director must be ready to offer creative options to tell the story. selections in any way. This is why a variety of venues, multi-media resources, creative ideas ●● Assisting family members with displaying their own personalized for memorial and celebratory events should be developed, ready for decorations during their services. presentation and easily accessible to meet client requests .

Changing the service & the healing process This is the next concept proposed by Rex as an integral part of are deeply impacted and tell us that is the kind of service they want for delivering quality, personalized service for industry success today: their funeral” (Foundation Partners, 2017b). For example, if you go to a traditional funeral, it may be three In addition to providing a personalized service, Rex believes the hymns, a scripture reading, and, a pastor or someone who didn’t healing process may be an integral part of all phases of contact with know the person who provides a generic message and not talk the family and guests. He believes that healing begins at pre-arrival about the loved one’s life. It is not unique and has little technology. and continues through every phase of the experience that should be We create a very personalized and themed experience. If the examined to determine how the staff can assist in the healing process. person being honored was a big football fan, that could be the core These phases include pre arrival, welcoming, the service, the farewell, theme. We would project the stadium in the background in a multi- a take away memento and the director will want to optimize the sensory experience room, have memorabilia from their favorite service provided in each phase (Foundation Partners, 2017b). football team, talk about their love of the football games, and share memorable experiences they had. Then afterwards, we would have Finally, Rex feels that it is important to provide a final catered a tailgate reception in their honor. reception afterward where the family and guests can relax, share stories, and exchange fond memories of the deceased. This, of Rex explains that through technology any and every theme can be course, can follow the personalized theme and there may be photos developed, such as at a golf course, on the beach, on a mountain, or memorabilia for guests and family to enjoy. “These personalized or on a military jet flyover for Veterans, to name a few (Foundation funeral experiences tell wonderful life stories and make magical Partners, 2017b). He feels that these types of powerful multi-sensory memories of the loved one. I hope everyone in our profession has that experiences will change perceptions of the profession and the services goal” (Foundation Partners, 2017b). that can be provided. Rex states, “The guests who attend the service

The next step in personalization: Lifelike presentation The personalization of funeral services in some cases can be taken to embalming process to prepare the body to be placed or posed in extremes causing controversy and to some borders on the macabre. lifelike settings. The body would be viewed with props, background Others find comfort and feel closer to their loves ones when they see and foreground displays that recreate how the person looked in life as them as they were in life. that participated in a favored activity or major accomplishment. Sometimes referred to as “extreme embalming,” these presentations This type of presentation has received attention from all forms of began in Puerto Rico in 2008 and have grown in popularity there. media including the Internet and major television and print media. This technique is slowly gaining ground in limited areas in the U.S. The settings are quite detailed, elaborate, and provide a realistic including Ohio and Louisiana. depiction of the person as they were in life. Some family members This type of funeral presentation takes personalization, customization, report this final viewing is more comforting to them compared to and themed funerals to new heights because it involves a special seeing their loved one displayed unnaturally lying in a casket. The

Funeral.EliteCME.com Page 17 families who practice this tradition explain they prefer to see their cosmetic surgery improvements to be done after death to ensure they loved one as they did in life, enjoying the activities that were important look their best at their final viewing. to them. It takes skill, time, and effort to achieve a realistic display of the Some of the presentations are as follows: body participating in the activity and the specific types of embalming ●● A boxer in a boxing ring. chemicals and procedures used to achieve this presentation have not ●● A motorcyclist in full riding gear on a cycle then transported on been disclosed. the cycle in a Plexiglas box and buried on the cycle. Though it may not be for everyone, funeral directors may need to ●● A grandmother playing cards. decide how far they will go with this concept of personalization if they ●● A grandmother in her garden. accept the challenge. It is still rarely done, but the funeral homes in ●● A rapper DJ at the turn table. Puerto Rico and Louisiana that offer these services seem to have found ●● An elderly socialite in a party with a pink boa and a glass of a niche and are remaining open to all potential requests, as long as they champagne. are not lewd or immoral according to local law (Robertson & Robles, In addition to the lifelike presentation, restorative artists that work 2014). in the funeral business have noted that some consumers pre-plan

Women directors take the lead The concept of “Your father’s funeral home” is quickly becoming Frazier Consultants (2016c) believes that the rising number of women outdated and today, 43% of funeral directors are women; in fact, one funeral directors is a direct result of the equality in the workplace program at Milwaukee Technical College notes that nearly 75% of movement and feel women have made a positive impact on the their funeral science students are women (Phaneuf, 2017). industry that will continue in the future. They cite the following The NFDA provides the following information on the changes in reasons why women are successful in this career (Frazier Consultants, funeral home ownership and the new face of the industry that is 2016c): increasingly female (NFDA, 2017f): ●● Women tend to have great communication skills, which allow Funeral service has traditionally been a male-dominated them to discern what their client families want for their loved ones. profession. It also has been a “family” profession, with firms being ●● Women are very compassionate and empathetic, and can help talk passed down from one generation to the next. Today, people who families through one of the most difficult times in their lives. didn’t traditionally choose funeral service as a career are joining ●● Many women entering the funeral service profession later in life the profession and finding it very rewarding. In fact, many of have held previous positions in social work, counseling, and event today’s mortuary school graduates do not have family members planning, which gives them a unique and useful set of skills. working in funeral service and have decided to join the profession ●● Women typically are the ones who plan their loved ones’ funerals, as a second career. and therefore, having another woman to talk to can feel more comfortable. Today, more than 60% of mortuary science students in the United ●● Many women are very detail-oriented, which is a great skill to States are women. Many of these women have discovered and have when every detail has to be perfect for client families. are attracted to the skills and traits needed as a funeral director, ●● Women are typically very organized and have great memories, including communication skills, compassion, a desire to comfort which is a great strength to have in a funeral home where there is those coping with a death, as well as organizational and event- always something going on and one day is never the same as the planning skills. next.

The publicly-owned corporation model vs. the private family business Another indication that the industry is “Not your father’s funeral At this point, the majority of funeral homes are still privately-owned, home” is the growing presence of the corporate-owned funeral even though sales are down for traditional products. As mentioned business, which is replacing the traditional family run business in throughout this course, the local funeral industry is losing profits due some aspects. to the rise of cremation, less casket sales, more natural funerals, less A number of large, publicly-traded corporations, including Walmart monument sales, and corporate e-commerce competition. and Amazon, control the majority of casket, granite monument and Statistics from the NFDA show the following (NFDA, 2017e): other memorial supplies sales and many of them own cemeteries, ●● Approximately 86% of funeral homes in the United States are mausoleums, crypts and columbarium. privately owned by families or individuals. The funeral industry has been reshaped by the sale of products online ●● The remaining 14% are owned by publicly-traded corporations. with Wal-Mart, for example, selling caskets on their website at a ●● Service Corporation International (SCI) owns approximately 12%. discount, sometimes for as little as two-thirds of their retail prices This company has funeral homes in 45 states, eight Canadian (Wall Street, 2017). These online sales are impacting the profit margins provinces, Germany and Puerto Rico. of local funeral businesses that previously provided everything the ●● Carriage Services Inc. and StoneMor Partners own approximately family needed from caskets and funeral urns to flowers, invitations and 1% each. announcements. Those markets are being undercut by mass production Corporations with locations across the nation are able to save money by large manufacturers and distributors and local providers cannot by cutting overhead costs because they can pool resources to fund compete. supplies, marketing, equipment, buildings, vehicles and administrative Smaller privately owned firms throughout the country are having a staff. These corporations are publicly traded so shareholders benefit difficulty competing with public corporations using e-commerce and from the savings not the consumer. Average costs for a funeral at discount pricing and many are closing after generations as a family a franchised business are higher than a privately-owned business, owned business. sometimes as much as 42% higher in price (Forbes, 2017).

Page 18 Funeral.EliteCME.com For the local industry to survive, it needs to strengthen the ability to customer service. In addition, they will need to increase their online offer what the major corporations cannot provide, including diversity presence and marketing strategies to have a chance against the in products, customization, creativity, personalization, and excellent e-commerce giants.

Beyond scattering ashes: Innovative memorial products There are many innovative products on the market that are replacing ●● Art glass made from ashes that can be shaped into sculptures, the tradition of holding cremated remains in an urn or scattering them pendants, ornaments or other keepsakes. If the body is not in a favorite place. These products can reflect the interests and hobbies cremated, soil or sand from a favorite place can be incorporated of the deceased. into the glass. Some of the latest options being offered today are: ●● Ashes incased in firework shells for a celebration with family and ●● Quilts made from photos or memorabilia with ashes sewn in friends. packets within the quilt. These are made to be displayed as ●● Ammunition shells containing ashes in a way that will not harm artwork. the firearm. ●● Eternal reefs made by combining ashes with environmentally safe ●● Beads made from ashes or flowers from the funeral. cast concrete. ●● Ashes placed in an hourglass. ●● Ashes turned into diamonds of any color and made into memorial ●● Tattoos ink can be made to include ashes. jewelry of all types. ●● Ashes sent into orbit in space. ●● Ashes painted into artwork or a portrait. ●● Ashes can be placed in seed pods or the root base of a sapling and ●● Ashes combined into vinyl records. planted in a favorite place, memorial garden, or family home.

Conclusion The industry is changing but the outlook is positive for those At the other end of the spectrum, many consumers want a simpler, businesses willing to adapt to meet consumer demands for greener, more natural eco-friendly way to honor their loved ones so the personalization and innovations that are available at all phases of responsive yet comprehensive business will need to be competent to funeral and final disposition. provide those services as well. Embracing technology can provide significant benefits in marketing The traditional form of funeral services provided by “Your father’s and customer service. Professional firms are available to assist the funeral home” may still be requested by some, but the majority of director in moving into the digital age to provide state of the art multi- consumers are looking for a unique, customized way to honor their media and multi- sensory experiences for consumers of the younger loved ones in a way that truly reflects who they were in life. They want generation growing up with technology. their story told and new ways to memorialize them that will live on in the future. References ŠŠ Bedino, J.H. (2016). Ecobalming With Enigma: The Champion Guide to Green ŠŠ Meawasige, B. (2017). 6 Funeral Home Technology Trends That Will Change Embalming Practices and Postmortem Preparation of Bodies for Natural/Green Burial The Game In 2017. Retrieved from http://blog.frontrunnerpro.com/funeral-home- and Eco cremation/Disposition. Retrieved from http://www.thechampioncompany. technology-2017/. com/product-catalog/enigma-ecobalming.html. 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Submit A Request Regarding a Deceased User’s Account. Retrieved ŠŠ Usurnsonline. (2017). Funeral Trends.Retrieved from http://www.usurnsonline.com/ from https://support.google.com/accounts/troubleshooter/6357590?hl=en creative-ideas/2017-funeral-trends/.

Funeral.EliteCME.com Page 19 ŠŠ Usurnonline. (2017b). Death and Social Networking Accounts. Retrieved from http:// ŠŠ Webopedia. (2017). SEO-Search Engine Optimization. Retrieved from http://www. www.usurnsonline.com/funeral-resources/death-and-social-networking/. webopedia.com/TERM/S/SEO.html. ŠŠ Wall Street 24/7. (2017). Ten Companies that Control the Death Industry. Retrieved from http://247wallst.com/investing/2011/01/13/the-ten-companies-that-control-the- death-industry/.

it’s not your father’s funeral home Final Examination Questions Select the best answer for each question and mark your answers online at Funeral.EliteCME.com.

1. A Certified Celebrant is a professional who works with the 12. Eighty- nine percent of families want to do online research before funeral director to develop personalized services while providing making a decision of selecting a business. a meaningful, supportive, celebratory experience for family and ¨¨ True  False friends. 13. The mobile app captures all of the data in one central system and ¨¨ True  False then distributes it instantly to all other integrated components in 2. Many funeral homes are developing multi-purpose facilities that the system. can support a variety of services for state of the art multi-media ¨¨ True  False presentations. 14. Baby Boomers are making funeral choices based on values that ¨¨ True  False are different than previous generations and see funerals as a 3. Today, a sense of community is more important to consumers from valuable part of the grieving process, seeking ways to make them the younger Millennial generation than to consumers from other meaningful. generations. ¨¨ True  False ¨¨ True  False 15. The director and family can work together to develop their story 4. According to NFDA Statistics, cremation rates are declining. based on the hobbies, passions, interests and unique characteristics of the deceased. ¨¨ True  False ¨¨ True  False 5. The toxic nature of formaldehyde is well-documented. 16. The healing process may be an integral part of all phases of ¨¨ True  False contact with the family and guests. 6. There are no eco-embalming chemicals that are sufficient for a 3-5 ¨¨ True  False day preservation. 17. Today, 43% of mortuary science students in the United States are ¨¨ True  False women. 7. The body must be kept at a temperature below 32°F to sufficiently ¨¨ True  False delay decomposition. 18. At this point, the majority of funeral homes are still privately- ¨¨ True  False owned, even though sales are down for traditional products. 8. An average-sized body requires 30 pounds of dry ice to start and ¨¨ True  False about 10-20 pounds a day after that. 19. The local funeral industry is losing profits due to the rise of ¨¨ True  False cremation, less casket sales, more natural funerals, less monument 9. If the business has an effective technology platform, the consumer sales, and corporate e- commerce competition. can access information, compare services, and contact the business ¨¨ True  False twenty four hours a day. 20. There are many innovative products on the market but they are not ¨¨ True  False replacing the tradition of holding cremated remains in an urn or 10. In 2016, there was a decreased focus on mobile offerings, and scattering them in a favorite place. videos became an important marketing tool; overall, funeral ¨¨ True  False directors seemed to take less interest in technology. ¨¨ True  False 11. Search engine marketing (SEM) can be optimized to help consumers quickly find the exact information they need. ¨¨ True  False

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