Moving From An Analog To A Digital Funeral Director
Have you ever been left something that you thought was of great value, but later found out it was worthless? Devastating!
On BBC TV in England is a popular show called Antiques Roadshow. Members of the public are invited to turn up to an event and have their prized heirloom valued. They start unwrapping treasured dusty items, stored in the corner of the loft for years. Expectation and anticipation are on eager faces. Perhaps they own something of great value inherited from the past? With a specialists eye and proficient knowledge, the appraisers turn and twist the items.
"I'm sorry to tell you, in its day it was high valued and practical. It was once worth something. Now there is no market and there is little of value left in the item."
What was once thriving is now redundant. Their faces change and they walk away crushed.
Do You Want To Pass On A Funeral Business Of Value?
I expect, after reading some other posts, that you think I'm going to say the same about some funeral businesses today? That a second or third generation Independent family Funeral Directors were handed down something of value. They were passed on something with goodwill, but today it is of little value because of digital disruption to the industry by the Internet.
Well, you are wrong.
It's not going to happen today.
But, if many Funeral Directors do not change their models of doing business today, in 18 months, 2 years or 5 years from now it will. When they try to pass on the firm to the next generation they won't have an "heirloom" to pass on that is of the same value as it is today.
Today, Funeral Directors need a strategy to take their business to a digital level where they can pass on a flourishing business tomorrow.
Funeral Directors need to change to adapt digitally to the growing demands of customers. I visit many families as a Funeral Celebrant in Bromsgrove and Redditch. More often than not, they have already Googled poems, eulogies, and songs for funerals. I get asked about having family meetings with someone from Australia joining the call by Skype as if it's just normal. It is the same with searching out information about a Funeral Directors. Most people before they contact a Funeral Director will have searched something about funerals on the web. Consumers are knowledgeable more than ever before. They are informed, they know what they want, and how much it should cost.
From An Analogue To A Digital Funeral Director
So how does a Funeral Director move from Analogue to Digital? It takes a step at a time. We need new models of business for a new generation of consumers. The "what" we do of a Funeral Directors hasn't changed. A family wants to be helped to say goodbye to the remains of someone they have loved and lost. How that process is communicated and the service sold, however, has changed forever. We need a new model for a digital Funeral Director. How then to you move from point A to point B?
Here is a 7 step process to change.
Here are 7 levels that any Funeral business needs to go through to move from "business as usual" to being a digitally relevant business for the next generation.
- Allocate resources
- Home Base - Review Your Website
- Digitise Your Customer Experience
- Build Customer Focused Platforms
- Create Content
- Engage With Consumers
In the next blog posts, I will take each step in turn and look at how you can implement a process of change that will help:
- Maintain The Family Legacy
- Stay Relevant
- Pass On A Flourishing Business.
I would love to hear from you how you are changing business processes to adapt to a digital first approach. Please contact me and let me know.