In the funeral service profession, the relationship with families doesn’t end at the committal service. According to Johnson Consulting Group’s 2025 Trends and Insights report, 71% of people choose a funeral home based on previous experience or recommendation—making aftercare not just a compassionate gesture, but a critical business strategy for long-term success.
Allyson Dunn, Business Operations Manager at Johnson Consulting Group, recently shared insights on how funeral homes across the country are transforming their approach to aftercare, turning what was once considered a “nice-to-have” into an essential component of exceptional service delivery.
Most funeral homes today employ two primary aftercare strategies. First, they address immediate post-service needs such as estate settlement assistance, paperwork guidance, and grief support through educational resources or community partnerships. Second, they maintain ongoing contact through various communication channels—text messages, follow-up calls, greeting cards, and letters—to nurture long-term relationships with families.
However, significant gaps remain in many aftercare programs. “One of the biggest gaps we see is either a complete lack of aftercare or an inconsistent approach,” Dunn explains. “You have to have a clear, repeatable structure for aftercare or it becomes difficult to ensure every family is receiving the same high standard of care.”
The most common pitfall occurs when funeral homes provide exceptional service during the arrangement and funeral process, but communication suddenly stops afterward. This inconsistency, especially when combined with delays in delivering death certificates, cremated remains, or memorial merchandise, can overshadow an otherwise positive experience during a vulnerable time for families.
Through Johnson Consulting Group’s SMS Aftercare Platform, Dunn has witnessed the profound impact of meaningful, timely communication. “What families value most in aftercare is meaningful, timely communication—especially during moments when they feel most alone,” she notes.
Birthday and anniversary messages have proven particularly powerful. These touch points often arrive months after the service, when outside support has typically faded. “I’ve seen families respond with messages like, ‘You’re the only one who remembered,’ or ‘That meant more to me than you know,'” Dunn shares. “It’s incredibly moving and shows how these small, simple gestures can make a lasting emotional impact.”
Effective aftercare follows a strategic timeline that considers both emotional needs and business objectives:
- 1-2 weeks post-service: Initial compassionate check-in to ensure families are adjusting and have their immediate needs met.
- 2-4 weeks post-service: Share grief resources as families begin feeling the emotional weight more intensely when daily life resumes.
- 4-6 weeks post-service: Request feedback through surveys or testimonials, once families can better reflect on their overall experience.
- Birthday and anniversary remembrances: Acknowledge the deceased’s life and memory during meaningful milestone dates.
- Holiday outreach (November-December): Provide support during the difficult first holiday season without their loved one.
- 3-6 months post-service: Introduce pre-need planning conversations as life begins to settle into routine, ensuring the approach feels supportive rather than sales-focused.
SMS text messaging is becoming increasingly prevalent in aftercare programs, and for compelling reasons. “The average American receives over 40 pounds of junk mail each year,” Dunn points out, “much of which goes straight to the recycling bin. But ask yourself: How many unread text messages do you have right now? For most people, the answer is very few, if any.”
This shift toward digital communication aligns with generational preferences. While older generations value traditional touchpoints like handwritten cards and phone calls, millennials and Gen Z—now increasingly the decision-makers—prefer text messages, email follow-ups, online memorials, and virtual grief support resources.
The power of aftercare becomes quantifiable through post-service surveys. Currently, 48% of Johnson Consulting Group’s client funeral homes use Performance Tracker X, their integrated survey and analytics platform. The results are impressive: average response rates of 37.9%, with some funeral homes achieving 72%—dramatically higher than the 5-10% typical in other industries.
“Those response rates really speak to how unique the funeral profession is and the relationship directors form with families,” Dunn explains. The data reveals that 9.5% of all completed surveys generate actionable leads, including pre-need inquiries, grief support requests, and additional service needs.
Perhaps most importantly, satisfied families who complete positive surveys can be automatically prompted to leave online reviews, creating a direct link between private feedback and public reputation enhancement.
The most common obstacle to comprehensive aftercare isn’t lack of desire—it’s perception. “Many funeral homes view aftercare as difficult to implement due to limited resources,” Dunn notes. “For many, it can feel like ‘one more thing to manage.’ But when reframed as a supportive tool and extension of the funeral home’s existing service philosophy, aftercare becomes much easier to adopt.”
For smaller funeral homes, the key lies in efficiency, integration, and simplicity. Automated touchpoints through platforms like Performance Tracker X reduce manual work while maintaining personalized care. Clear, repeatable processes that integrate seamlessly into existing workflows ensure sustainability without overwhelming limited staff.
Looking ahead, Dunn predicts significant transformation in how funeral homes approach aftercare. “Expect to see greater use of technology in grief support—such as AI-powered check-ins, virtual memorial platforms, and online grief communities,” she explains.
The stakes are rising as local community forums become the new public square. “In my own community, there are over 10 location-specific groups on Facebook alone, each with tens of thousands of members,” Dunn observes. “If a family has a negative experience and doesn’t express it to your team, it doesn’t mean they’re staying silent. They may be sharing it in these digital spaces—instantly, and publicly.”
This reality makes proactive aftercare more critical than ever. Without actively checking in, gauging satisfaction, and working to resolve concerns, funeral homes risk reputation damage on a massive scale.
Aftercare represents far more than customer service—it’s a strategic investment in long-term relationships, reputation management, and business growth. As customer experience expert John DiJulius notes, “The gap between satisfied and exceptionally satisfied customers can make or break a business.”
For funeral homes ready to elevate their aftercare programs, the path forward involves embracing technology, establishing consistent processes, and recognizing that genuine care extends far beyond the day of service. In an profession built on trust and relationships, aftercare isn’t just about providing a service—it’s about nurturing connections that can last for generations.
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