By Thomas A. Parmalee
With 2025 now in full swing, FuneralVision.com recently reached out to Courtney Gould Miller, president of commercial markets at Tribute Technology, to get her thoughts on the year we just finished – as well as her insights on what funeral homes, crematories and cemeteries need to do in the year ahead to outpace competitors and boost family satisfaction.
Is there anything that surprised you in 2024 as it relates to death care?
I’m surprised that aquamation and other alternatives to burial or cremation seem to be having a moment. I wonder if the consumer will be more active and opinionated about disposition than we’ve seen in the past.
What is something that you think is an overlooked occurrence – something that people may have heard about but aren’t thinking about enough?
Obituary piracy is something I don’t think is talked about enough. We know it’s happening — we see obituary information scraped and the traffic and audience taken away from the funeral home’s control, but nothing has been done yet to stop it. There needs to be more understanding of what’s happening and how funeral homes can make simple changes that address it in their process, such as posting on their website with a death notice earlier.
What are three things that every funeral home owner or senior executive should do to start off this year right?
- Embrace Technology: Invest in digital tools to streamline operations and enhance customer engagement.
- Staff Training: Provide ongoing education to ensure staff are equipped to meet evolving client needs.
- Community Engagement: Strengthen relationships within the community to build trust and awareness of your services.
We are still waiting for the Federal Trade Commission to make a final decision regarding whether to update the Funeral Rule. What changes are you expecting, if any, and do you think most firms are prepared?
We anticipate that the FTC may update the Funeral Rule to require greater price transparency, particularly on funeral home and cremation websites. Many firms may not be fully prepared for these changes, especially those that have not yet embraced the full capabilities of their websites. It’s crucial for funeral homes to proactively update their pricing disclosures and online presence to comply with these potential new regulations. Tribute Technology websites are particularly poised to help funeral homes navigate this potential change. We are in constant communication with legal experts to ensure our clients meet the legal requirements.
Would you like to share any predictions related to funeral service for the year ahead?
We will see more consolidation, more pricing online, and more technology in funeral arrangements — whether we like it or not!
How has the changing interest rate over the past year affected funeral homes, and if they continue to creep down, how do you anticipate interest rates impacting funeral service over the next 12 months?
Fluctuating interest rates have affected funeral homes’ financing costs and investment returns. If rates continue to decrease, borrowing may become more affordable, potentially encouraging expansions or renovations. However, lower interest rates can also reduce returns on preneed trust funds, impacting long-term financial planning.
Is the pull-forward effect that many firms saw as a result of the COVID-19 pandemic over? What do you anticipate as far as the death rate moving forward?
I believe the pull-forward effect observed during the COVID-19 pandemic has largely subsided. We anticipate that death rates will stabilize and return to pre-pandemic projections, barring unforeseen public health crises.
What is the No. 1 thing that you think funeral homes are struggling with right now – and what can solve the problem?
Funeral homes often miss opportunities to nurture relationships with families after services. Regular touchpoints, such as checking in on anniversaries, holidays, or milestones, can build lasting loyalty. A customer relationship management system can help automate these follow-ups via text or email, ensuring no family feels forgotten.
What do you expect to see in the mergers and acquisition area in the next year – both on the funeral home and cemetery level as well as on the supplier side?
With interest rates dropping, we are already seeing more M&A activity. That should continue with the change in administration as well. I think it will be a very active year for both funeral homes and suppliers with M&A after a pretty dry spell.
Where do you see the biggest untapped opportunity for the profession and why?
The biggest untapped opportunity is creating workplaces that appeal to Gen Z professionals. This generation prioritizes purpose-driven careers and work-life balance, making it essential for funeral homes to showcase how their roles contribute meaningfully to families and communities. Gen Z also values inclusivity and technological fluency, so offering training in advanced software, opportunities for creative input in memorial planning, and a strong emphasis on mental health support can position funeral homes as desirable employers. By fostering a mission-focused work environment, the profession can attract and retain this next wave of talent.
How can the profession encourage more people to enter its ranks?
To encourage Gen Z to join the profession, the narrative must shift from tradition to innovation. Funeral homes can emphasize career pathways that allow for personal growth and skills development in areas like grief counseling, event planning and technology. Social media and digital campaigns can be leveraged to highlight stories from younger professionals who find fulfillment in the work they do. Additionally, offering internships, mentorship programs, and scholarships tailored to students interested in death care can create clear and attractive entry points for this generation. By showing that funeral service is not just a job but a purpose-driven, dynamic career, Gen Z is more likely to see it as a viable and rewarding choice.
What would you like to see the national death-care associations do that they currently are not doing, or what need do you see that they can do better?
Associations could take a more active role in educating the public about the value of funeral service. This could include PSA-style campaigns to demystify funeral planning, emphasize the emotional and psychological importance of memorialization, and combat misconceptions about the profession. By elevating the public’s understanding, associations can foster greater appreciation for the work funeral professionals do.
What book would you recommend that funeral professionals read as soon as possible and why?
I’m currently reading David Brooks’s How to Know a Person. It’s helpful to learn how to connect better with others, especially those we disagree with. This is an all-around great read for cultivating better relationships with staff and consumers who challenge us.
What website, resource, app, or other tool would you suggest funeral professionals look into?
This one seems obvious, but I’m still amazed by how few funeral professionals are leveraging the power of AI. Just download the ChatGPT app onto your phone. It takes less than five minutes to make an account, and you will use it much more if it is on your phone. I throw any question I’m wondering about in there and use it to analyze data, make itineraries, draft copy, write emails … you name it!
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