Trust is not just a buzzword – it’s a fundamental principle guiding every funeral sector
decision – Steve Game-Blackmoor
Trust is everything in the funeral sector. It’s not just about providing a service; it’s about
being there for people during one of the most challenging times in their lives. Trust builds
relationships and creates loyalty, and in an industry as sensitive as funerals, trust is
essential.
First and foremost, trust is essential because it allows grieving families to feel confident,
that they will be cared for with dignity and respect. When a loved one dies, a family wants
to know that they are in good hands – that the funeral home will handle all the
arrangements with care and compassion.
Trust is necessary for families to feel confident about the process, avoiding unnecessary
stress to an already highly emotional time. Trust also plays a crucial role in ensuring
transparency and honesty. Unfortunately, there have been instances where funeral
homes have taken advantage of grieving families. I’m especially mindful of the families
from Hull and East Riding who have been expressing their concerns recently over what
may have happened to their relatives’ bodies at a funeral service there. As alarming and
deeply distressing as this may be for all concerned, I do feel heartened by the police
response to it.
I’m equally concerned by those services that charge exorbitant fees or pressure families
into purchasing unnecessary add-ons.
Trust is essential for fostering long-term relationships. It’s a no-brainer. When families
have a positive experience with a funeral home – when they feel supported and cared
for during their time of need – they are more likely to return in the future or recommend
the business to others. This word-of-mouth advertising is invaluable in an industry where
reputation is everything.
In addition to benefiting clients, trust also positively impacts employees within the funeral
sector. When staff members feel trusted by their employers and valued for their
contributions, they are likelier to be engaged in their work and provide exceptional
service to clients. Trust creates a positive work environment where everyone feels
respected and appreciated, leading to higher job satisfaction and lower turnover rates.
Ultimately, trust sets reputable funeral homes apart from those prioritising profit over
people; by prioritising transparency, honesty, and compassion in all client interactions,
funeral homes can build lasting relationships based on mutual respect and
understanding. Trust is not just a buzzword – it’s a fundamental principle guiding every
industry decision.
Funeral homes can build strong relationships based on mutual respect and
understanding by prioritising integrity and empathy in all aspects of their work. This isn’t
just important – it’s essential for ensuring that grieving families receive the support they
need when saying goodbye to a loved one.
I’m now in my 25th year of officiating funeral ceremonies. Over the years, I have worked
alongside many funeral directors and services. The good news is that I seldom meet
anyone within the sector who does not wholeheartedly commit to caring for families and
their loved ones.
It’s a travesty that some bring such an important profession into disrepute. The
investigation in Hull is not a reflection of the funeral sector at all. People are calling for
tougher reassurances. Safeguards are already in place. Funeral Directors who are
members of NAFD, SAIF, or indeed both offer some reassurance to the public that their
service meets certain standards in care and attention to detail.
As a grief specialist and funeral officiant, I have also insisted on meeting a set of standards
to reassure families in my care that they are in safe hands. Recently being elected a fellow
member of the Society of Bereavement Practitioners and a Senior Member of the ACCPH
is testimony to that endeavour. I take supporting a family through such a difficult time
very seriously.
For many years, I have taken to heart Albert Einstein’s words: ‘Whoever is careless with
the truth in small matters cannot be trusted with important matters.’
My work is crucially based on taking care of the small and seemingly insignificant details
and working from the bottom up. I recently had a conversation with a very respected
funeral director, which sums up my point. I was admiring their latest addition to their
fleet, a brand-new Bentley Flying Spur hearse—a real head-turner! But it was the funeral
director’s response that I think says it all. “We can have all the high-quality things on offer
that people see, but unless that quality happens behind the scenes, it means nothing.”
What we see matters less than what we don’t see. For this funeral director, honesty and
integrity are vital in building trust and credibility. I couldn’t agree more.
Trust is the cornerstone and basis of every human relationship, interaction,
communication, and initiative. It is essential. Without it, there is nothing.
