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After working in client success for several years, one of the most common things we hear from customers is that they spend a lot of time clarifying things on the phone. One thing that can help with that is to use simple language. Sometimes, when our Customer Success Team reviews packages, we see that funeral homes use a lot of language from their General Price Lists. However, that’s not always plain enough language for your clients to quickly understand.
For example, consider the term “equipment and staff for funeral service.” To a family unfamiliar with the industry, “equipment” for a funeral service might not convey a clear image. They might have no idea what that entails. This ambiguity can lead to confusion and a barrage of follow-up questions.
Understanding the Role of Plain Language
Plain language involves using clear, straightforward expressions instead of complex terminology. In the context of funeral services, this means replacing technical terms with words that are easily understood by everyone. For example, instead of saying “disposition authorization,” we can say “permission to handle remains.” Rather than “cremated remains,” we can say “ashes.” This shift in language helps demystify the process and makes it more accessible.
Why Funeral Homes Use Industry Jargon
One reason funeral homes might rely on industry jargon is out of fear of misunderstanding what they are presenting and what is required on their General Price List (GPL). The FTC Funeral Rule mandates that funeral providers give consumers accurate, itemized price information and various disclosures about funeral goods and services. This rule aims to ensure transparency and allow consumers to make informed decisions without being misled by deceptive practices (Federal Industry Practices Rule). However, the Rule does not require the use of specific industry jargon. Instead, it emphasizes the need for clear and comprehensive information.
Benefits to Families
When families understand the terms and processes involved in funeral planning, they feel more empowered and in control. This empowerment is crucial during a time when they might otherwise feel overwhelmed and vulnerable. Clear communication reduces stress and anxiety, allowing families to focus on making decisions that are best for their loved ones.
Enhancing Trust and Transparency
Transparency is a cornerstone of building trust between funeral homes and the families they serve. When we communicate in plain language, we demonstrate our commitment to openness and honesty. Families appreciate when we take the time to explain things in a way that they can understand, which fosters a stronger relationship and a sense of trust.
Reducing Misunderstandings and Improving Efficiency
One of the significant impacts of not using plain language is the potential for misunderstandings. Families may find themselves confused and needing to ask numerous follow-up questions, leading to increased time on the phone and more back-and-forth communication. This not only adds to their stress but also takes up valuable time for funeral home staff, reducing overall efficiency.
Impact on Customers Shopping for Services
When customers are shopping for funeral services, clear and simple communication can make a significant difference in their decision-making process. Consumers often compare services from multiple providers to find the best fit for their needs and budget. If a funeral home’s website and materials are filled with jargon and complex terms, potential customers may feel overwhelmed and frustrated, leading them to choose a competitor who communicates more clearly.
Using plain language in service descriptions, pricing information, and FAQs helps consumers understand what is being offered without the need for constant clarification. This transparency not only builds trust but also makes it easier for customers to make informed choices quickly. In a time of grief, simplicity and clarity are valued more than ever.
Are You Losing Time and Potential Cases?
Failing to use plain language can have significant repercussions for both families and funeral homes. Families may find themselves with numerous questions and uncertainties, leading to an increased number of follow-ups and extended time on the phone seeking clarifications. This not only adds to their stress but also takes up valuable time for funeral home staff. By not communicating clearly, funeral homes may inadvertently create a cycle of confusion and frustration, ultimately impacting the quality of service provided and the overall experience for families. More critically, this could lead to losing potential cases to competitors who provide clearer, more understandable information.
A Call to Action for Funeral Homes
Funeral homes should regularly review their communication materials to ensure they are written in plain language. This practice includes everything from brochures and websites to the way staff speak with families. Providing training for staff on clear communication techniques can significantly improve the experience for families.
Empowering consumers to ask questions and seek clarification helps them feel more confident and informed. It is our responsibility to make the funeral planning process as seamless and supportive as possible, and using plain language is a key component of that effort.
Final Thoughts
The use of plain language in funeral services is not just about simplifying communication—it’s about showing compassion and understanding for the families we serve. By making information accessible and easy to understand, we can help alleviate some of the burdens they face during a difficult time. Clear and simple communication fosters trust, reduces stress, and ultimately leads to a more positive experience for everyone involved.
Let’s commit to making funeral planning less daunting and more supportive by embracing the power of plain language.