When you buy something, is your purchase the extent of your relationship with that seller?

More often than not, the answer to that question is no. You’ve likely seen a commercial or two from them before this point, or you’ve checked out their website, or you’ve followed them on social media, among other things.

These interactions make up the relationship between buyer and seller called the customer experience, or CX. It includes the customer’s attraction, awareness, discovery, cultivation, advocacy, purchase, and use of a service or product.

The phenomenon of CX can make or break a seller’s ability not only to make a sale, but to continue a profitable relationship with their customer or even advocacy on their behalf to the customer’s close friends and family.

In short, CX matters, even to funeral homes. And your funeral home should be making sure every customer’s experience is positive throughout the whole process.

Here are a few ways that you can provide the best CX for your current and future client families:

Outstanding Service

This one might be the most obvious, but it’s also the most important. If you want your CX to be at its best, it starts with going above and beyond for your customers when it comes to giving their loved ones the funeral they deserve.

Social Media

Social media is a great way to reach families and build your presence in the community. Engage with your social media followers by sharing relevant information and responding to comments and messages in a respectful, timely manner.

Community Outreach

Believe it or not, being a known presence in your community is another part of the customer experience that can help with the attraction, awareness, and discovery aspects of CX. There are a ton of different ways to get involved, as well as a lot of benefits outside of CX.

Aftercare

Once a family has come to you to take care of their loved ones, what do you do after that? If you aren’t doing anything at all, you’re missing out on a key component of CX.

Try hosting an event like a holiday remembrance program, sending letters of support during difficult times, or some other form of outreach to your families after their services are over. This is especially important for the first year after a family loses someone they love.

Website

If your website is outdated or hard to use, it might have a negative effect on your CX. Families want to be able to find what they’re looking for on your website quickly, no matter what device they use to access it.

Families also want a website with a modern design and all the modern features they’ve come to expect in this day and age.