Our latest Johnson Consulting Conversation, we featured Taylor Clifford, Program Manager for Client Engagement at J3Tech Solutions, to decode the 2025 Trends and Insights Report. What emerged was a masterclass in understanding not just what families are saying through surveys, but what they’re not saying, and how funeral professionals can use both to transform their businesses.
Taylor’s journey to funeral service is uniquely qualified for the work she does today. After years in luxury hospitality at the JW Marriott Camelback Inn, she brought a crucial understanding to deathcare: families in crisis need the same level of care and attention as guests at a five-star resort, but with infinitely higher stakes. Since joining J3Tech Solutions in 2021, she’s achieved remarkable results of increasing client retention from 45% to 96% and satisfaction scores from 2.7 to 4.7 in just six months.
“In hospitality, we learned that every touchpoint matters,” Taylor explained. “In funeral service, that principle is even more critical because families are experiencing one of the worst days of their lives. There’s no room for error, and there’s tremendous opportunity to create meaningful experiences that families remember.”
One of the most interesting insights from our conversation centered on what Taylor calls “silent detractors”. These are families who had negative experiences but never vocalize their concerns. And if you tuned into Tea Time with Taylor last month you may recall silent detractors being a hot topic. What we know about silent detractors is that unlike vocal complainers who give funeral homes a chance to make things right, silent detractors simply disappear, taking their negative opinions straight to online review sites and word-of-mouth conversations.
“The data helps us identify patterns,” Taylor noted. “When we see families who complete surveys but score low on specific metrics without leaving comments, or when we notice drop-offs in response rates at certain stages, those are red flags. These families are telling us something went wrong, but they’re not comfortable saying it directly.”
This is particularly dangerous in an profession where reputation is everything and referrals account for 26-48% of new business depending on service type. A single silent detractor can influence dozens of potential families without the funeral home ever knowing there was a problem to fix.
Perhaps the most striking pattern in the 2025 data is this: overall performance scores consistently outpace perceived value scores across all case types. In other words, families are satisfied with the service they received, but they’re not convinced they got good value for their money.
“Families are essentially saying, ‘You did a good job, but I’m not sure it was worth what I paid,'” Taylor explained. “This is the definition of secretly disappointed customers—they won’t badmouth you, but they won’t enthusiastically recommend you either.”
The solution isn’t necessarily lowering prices. Rather, funeral homes need to better communicate the value they provide. This means educating families about what goes into each service, the expertise required, the care taken with their loved one, and the emotional support provided throughout the process. When families understand the “why” behind the cost, perceived value scores improve dramatically.
Here’s something that may surprise some: cremation with memorial services scores higher in customer satisfaction (NPS of 90.2) than traditional burial services (87.3). Yet direct cremation, the most affordable option dominates at 69.7% of all cremations.
Taylor explained that families who choose cremation with memorial services often feel more empowered in the decision-making process. They’ve considered their options, weighed the emotional benefits against the cost, and made an intentional choice. Traditional burial families, particularly those fulfilling pre-arranged plans, may feel they’re simply following a prescribed path.
“The lesson for traditional service providers is clear,” Taylor said. “Give families choices. Help them understand the emotional value of gathering, ceremony, and ritual. When families actively choose services rather than passively accept them, satisfaction scores soar.”
One of the most concerning findings in the report concerns pre-need fulfillment. Despite having time to plan and prepare, pre-need families report significantly lower satisfaction (NPS of 81.2) compared to at-need families (87.8) for burial services.
Taylor attributes this to several factors: expectations that have built up over years, changes in staff or ownership since the original contract, price increases that feel jarring even when contractually justified, and sometimes a sense that the funeral home is less attentive because “everything’s already paid for.”
“Pre-need families deserve exceptional service,” Taylor emphasized. “They trusted you years in advance. That should earn them VIP treatment, not complacency.”
With survey fatigue affecting many industries, I was curious how Performance Tracker X maintains a 36.7% response rate which is well above industry standards. Taylor’s answer was enlightening: timing, personalization, and multi-channel delivery.
“We’ve learned that the survey needs to arrive at exactly the right moment—not too soon when grief is raw, but not so late that the details have faded,” she explained. The platform uses SMS (28.7% of completions) for families who prefer quick, mobile-friendly responses, while email captures the majority at 55.7%.
But here’s the key: 9.5% of surveys generate leads. That means nearly one in ten families who complete a survey express interest in pre-planning, grief support, or other services. The survey isn’t just feedback. It’s a business development tool that identifies families who need additional support.
Google review conversion rates tell an encouraging story: they’ve climbed from 15.8% in January to 22.1% in December 2024. Families are increasingly willing to share their experiences publicly, but only if asked at the right time and in the right way.
Taylor emphasized that funeral homes should make it easy for satisfied families to leave reviews, while also creating private feedback channels for those who may have concerns. “The goal isn’t to manipulate your online reputation,” she said. “It’s to give every family a voice and respond appropriately to what they tell you.”
As we wrapped up our conversation, Taylor shared insights about emerging trends: the continued decline in price sensitivity (down from 11.9% in 2021 to 8.1% in 2024), the growing importance of grief support as a lead generator, and the surprising effectiveness of non-traditional marketing channels like seminars and community events, which generate the highest NPS scores.
The insights Taylor shared demonstrate that customer surveys are far more than report cards—they’re strategic intelligence that can transform how funeral homes serve families and grow their businesses. For Performance Tracker X clients, Taylor hosts monthly “Tea Time with Taylor” virtual sessions where she dives deeper into data interpretation and answers specific questions about improving performance metrics. Performance Tracker X Clients check your inbox for details on the next Tea Time with Taylor.
Join us for our next Johnson Consulting Conversation on December 10th at 2:00 PM EST featuring Rich Darby, founder of Operation Honor Guard, for a powerful discussion about serving our nation’s veterans with the honor and dignity they deserve.
Until then, take a close look at your own survey data. Those numbers are telling you a story about your business. Always make sure you’re reading between the lines.
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