In this modern world, consumers are increasingly relying on online reviews to purchase products or visit a new service location. In general, there are both pros and cons to relying on the word of others in order to understand the value of a product of service. A review can reflect the good and bad things of a product or service from the consumer standpoint. However, it can also inaccurately reflect a product or service as online reviews sometimes become a person’s ranting space. Either way, because reviews are becoming such an integral part of consumer culture in the present day, it only makes sense that the funeral industry should also utilize and promote reviews as well.
It is no secret that the funeral industry is typically slow to adjust to modern-day advances and practices. While this is not necessarily a bad thing, it can be harmful when it comes to maintaining and promoting a funeral home’s online presence, as so many potential clients look to websites before visiting the funeral home. This being said, client reviews are a tricky space to navigate, especially considering that a funeral home cannot control what a client is saying about them online. For this reason, it is important for funeral homes and their clients to begin considering the ways that they should utilize online reviews for the business and client benefit. Generally, online reviews are beneficial to clients as they hold funeral homes to a higher standard of communication and transparency, and help other future clients understand the advantages and disadvantages of that specific funeral home. Online reviews can also benefit funeral homes as they build the home’s online presence and deepen relationships with families.
One of the most important ways online reviews can benefit families is by inadvertently holding funerals homes to a higher standard of communication and transparency. Firstly, if a family is reviewing a funeral home, it is important that the funeral home maintains a strong online presence. Most online review pages contain links to the company’s website, making it crucial for the funeral home to have a website with current information. Furthermore, a funeral home will be encouraged to keep updated prices online if a potential client is visiting a funeral home website. This is extremely beneficial to the client as they can quickly and efficiently access pricing options. The idea of online pricing transparency is widely encouraged, but unfortunately, funeral home are slow to adapt. Online reviews are simply another means to encourage funeral homes to keep online pricing information transparent. This creates added incentive for funeral homes to maintain their websites better. It also encourages funeral home workers to communicate with families online as they strive to answer questions and give information in response to a family’s review.
Online reviewing also serves to benefit other potential clients as they can understand the usability of the funeral home. Typically, funeral homes that serve their families in courteous, honest, and caring ways will receive a good reputation for it. Reviews are an efficient way to publicize this reputation, and funeral homes will strive to maintain that reputation. Potential clients can then discover these funeral homes in an easy and convenient way. However, a major disadvantage to online reviews for both the family and funeral home is that online reviews are not always an accurate representation of the funeral home. As previously mentioned, they can sometimes be used to rant about a bad experience in a way exaggerates the issue and hurts the reputation of the home. It is a best practice for all clients to remember to maintain tact while reviewing a home, even if it was a bad experience. It is also wise for the funeral home to respond courteously to the poor review by apologizing for grievances and suggesting solutions.
Even with the risk of a bad review, it is still beneficial for funeral homes to suggest their clients to leave reviews. Reviews are an excellent way for funeral homes to increase their online presence, which results in increased access to potential clients. Adjusting to the ever-growing needs of clients through online communication not only increases ability for a home to reach clients, but it also benefits current clients through easier communication methods. This growth in communication fosters deeper relationships with families that can help ensure future business from that family. For these reasons, funeral homes should be encouraging their families to leave reviews. This should be done in a tactful, nonintrusive way, such as waiting until a few weeks or months after the funeral, and ensuring that the family doesn’t have any additional questions or needs.
Overall, online reviews are extremely beneficial to both families and funeral homes. Reviews are a great way to encourage strong communication and deepening relationships with clients. Reviews also hold funeral homes to a higher standard of best practices, online presence, and pricing transparency. As with all things, there are some cons to the use of online reviewing, but if used wisely by both the family and the funeral home, online reviewing can be extremely beneficial for all parties involved.