I have never seen a monument erected to a pessimist. Paul Harvey, radio commentator

Emotions play a big part in practically all consumer purchases and decisions and can dramatically affect (at need and pre need) burial-cremation-funeral planning.

In an attempt to assuage grief, some funeral arrangers (especially inexperienced arrangers) make promises to client families that can set the stage for disappointment. One sure way to upset a grieving family and destroy customer loyalty is to over promise and then under deliver. Just as you become angry when promises aren’t kept, so will the grieving client family.

Ways to avoid over promising include:

Even though you may have the best of intentions, promises made only with "hope" are the ones most frequently broken – telling the customer what they want to hear or working in a company with inefficient processes that increases the likelihood something will go wrong or be done poorly.

Rx: Don’t make promises backed up with "hope" only. Disclose factual and reliable information, regardless of the situation. Follow one of my Commandments:

Following through on your promise is a cornerstone of customer loyalty and a sure way of having simply satisfied customers become your loyal advocates who will help build your business.

Do you send out a survey to recently served families? Make your survey a powerful tool instead of a "that’s nice" exercise. Visit my website and go to POWER SURVEY QUESTIONS for a list of questions to include in your survey. Answers you receive from these questions will tell you what you need to know and help guide you to greater customer loyalty.

Feel free to forward the Kubasak Line to a colleague or friend. Kubasak Associates is the premiere expert in enhanced services for funeral professionals. We provide: individual coaching, workshops, presentations and consulting services. For additional information or to order publications, tapes, reprints, or books, go to: www.Kubasak.com