[Ethical Principles of Funeral Home CRM]

Principle 1: "After-sales support should be designed as 'empathy' rather than 'sales'."
The bereaved family is in deep sorrow.
Offering guidance on memorial services, suggesting Buddhist altars, and providing information on gravestones as a form of "sales pitch"
Delivering it would destroy trust.
"What can we do to support this person during this time?"
The design is based on this idea.

Principle 2: "Adjust to the pace, culture, and religion of the bereaved family."
The timing of memorial services varies depending on religion, sect, and local customs.
The format and required items differ.
Instead of a uniform "memorial service invitation,"
Design communication tailored to the specific context of this family.

Principle 3: "Long-term trust leads to final repeat business"
Your own funeral, the funeral of your next family member, the funeral of a relative—
Once you have had the experience of "I trusted this funeral home"
This can lead to repeat business 10 or 20 years later.
Design your CRM with this long-term perspective in mind.

[Four types of stakeholders that a funeral home's CRM should manage]

① Bereaved families with a proven track record (most important):
The chief mourner and bereaved family who assisted with the funeral.
Memorial services, Buddhist altars, gravestones, inheritance, sorting through belongings of the deceased, etc.
The starting point of a long-term relationship.

② Those who have consulted in advance/members (next important):
Those who have consulted with us or joined us before the funeral.
To be chosen "in times of need"
Maintaining relationships is important.
Proactive contact is necessary to prevent the information from being leaked to other companies.

③ Implementation referrer (network manager):
Hospitals, nursing homes, Buddhist priests, social welfare organizations, etc.
Organizations that can provide funeral service referrals.
Designed for B2B relationship management.

④ Customers of wedding venues and weddings (in the case of the funeral and wedding services industry):
Customers who have weddings, receptions, or commemorative ceremonies.
Following up on anniversaries and being there for family milestones is important.

[Field design for bereaved family records]

■ Basic enforcement information

• Name and contact information of the chief mourner (phone number and email address)
Address (area)
• Date of execution (date of funeral/memorial service) ← Starting point for calculating all memorial service dates
Name of the deceased and relationship to the deceased
• Religion/Sect (selectable):
Buddhism (Jodo-shu/Jodo Shinshu/Soto-shu/Rinzai-shu/Tendai-shu/Shingon-shu/Nichiren-shu/Others)
Shintoism / Christianity / Non-religious/Free funeral / Other
• Local customs and special notes (text):
Example: "The way of counting memorial services differs from other Buddhist sects because we belong to the Jodo Shinshu sect."
Example: "According to family custom, memorial services are held at home until the seventh anniversary of death."

■ Memorial service schedule management (automatic calculation trigger)

Memorial service schedule to be automatically calculated from the date of implementation:
• Recommended timing for the 49th-day memorial service (date of service + 49 days)
- The year of the first Obon (the Obon period following the date of implementation)
• Recommended timing for the first anniversary of death (approximately one year after the date of the memorial service)
• Recommended timing for the third anniversary of death (approximately 2 years after the date of the service)
• Recommended timing for the seventh anniversary of death (approximately 6 years after the date of implementation)
- Recommended timing for the 13th anniversary of death (approximately 12 years after the date of implementation)

Regarding each memorial service:
- Confirmation of memorial service implementation (selectable): Already assisted by our company / Assisted by another company / Home only / Not implemented / Not confirmed
• Type of memorial service to be held next (text)
• Recommended date for the next memorial service ← Trigger for the alert

■ Managing relationships with bereaved families

• Emotional temperature (warmth of relationship with bereaved family):
Deep trust (expressing gratitude, making introductions) /
Good (We are in regular contact) /
Standard (contact only once a year) /
Becoming estranged (difficult to contact) /
Special consideration required (there are special circumstances)

• Current situation of the bereaved family (text):
Example: "Three months have passed since the ceremony. We hear that Mr. Tanaka, the chief mourner, has returned to work."
He said that he was still considering the matter of the grave."

• Staff in charge (Installation staff / After-sales service staff)

■ Status of after-sales products

- Buddhist altar (selectable): Already purchased (by our company) / Another company / Existing / Under consideration / Not needed
• Grave/burial site (selectable):
Arranged by our company / Existing grave / Under consideration for a cemetery / Scattering of ashes planned / Undecided
- Condolence gift return (selectable): Arranged by our company / Arranged by another company / Done / Not handled
- Estate cleanup (optional): Already referred by our company / Another company / Do it ourselves / Not yet considered
• Inheritance consultation (selectable): Already referred / Under consideration / Not needed

■ Introduction and word-of-mouth information

- Referral source (how you were introduced):
Example text: "Referred by Ms. Yamada from the Welfare Counseling Office at Tanaka Hospital."
- Thank you to the person who made the referral (selectable): Done / Not done / Not needed
• The number of cases (numerical value) referred by this bereaved family member.

■ Risk of changes in assigned staff

- When the assigned staff member changes (multiple choice):
Transfer complete / Transfer in progress / Not yet processed
・Special notes regarding implementation (handover memo to the next person in charge) (text)

[Field design for pre-consultation participants and member records]

Name, contact information, date of birth
• Membership number (if applicable) • Date of joining
・Consultation details and desired funeral style (text)
Family structure and relationships (text)
• Emotional temperature (relationship with members):
Proactive (highly interested in and participates in events)
Good (accepting annual contact) /
Normal (DM only) /
Distant (difficult to contact)
・Last contact date
• Next action date and content

Competitive measures:
• Whether you are a member of another company (Yes / No / Unknown)
• Risk of customer loss to competitors (high / medium / low)

[Workflow design aligned with the timeline of the memorial service]

■ Immediately after implementation (period of deep grief care)

"Three days after the enforcement date":
→ Task: "Thank you for the service, Mr./Ms. XX, and confirmation of the first seven days of mourning."
Content: "Confirmation that the funeral has been completed without incident and"
Thank you for contacting us.
After the first seven days (or the accelerated first seven days),
Once things have calmed down a bit
I'd like to offer a kind word.
"How are you feeling now?"
It starts with genuine consideration.
"We don't talk about after-sales products at all."

"Two weeks after the effective date":
→ Task: "Confirmation of sending of thank-you letter to Mr./Ms. ○○"
Content: "Check to see if a polite thank-you letter has been received."
It would be even better if there was a handwritten note attached.
This touchpoint
This will form the foundation for long-term relationships that follow.

■ Around the 49th day (the first important milestone)

"35 days after the enforcement date (2 weeks before the 49th day memorial service)":
→ Task: "Assisting with preparations for the 49th-day memorial service for Mr./Ms. XX"
Content: "After confirming the sect/religion,
Things needed on the 49th day
I will convey this in a way that is not pushy.
Regarding the venue, gifts, and food for the memorial service
I will let you know if there is anything I can do to help.
You are not necessarily required to use our services.
"If you have any problems, this can serve as a consultation service."

■ First Obon (the first Obon festival after a death in the family)

"One month before the first Obon (the month before the first Obon after the service)":
→ Task: "Information regarding preparations for the first Obon festival for Mr./Ms. ○○"
Content: "The first Obon (new Obon) is a milestone with special significance."
Regarding the format of Bon lanterns, offerings, and memorial services.
In accordance with the religious sect and local customs of the bereaved family.
We will convey the information carefully.
"If you have any questions, please feel free to ask anytime."
"We will put forward a supportive attitude."

■ First anniversary of death (the most important memorial service)

"10 months after the enforcement date (2 month before the first anniversary of death)":
→ Task: "Help with preparations for the first anniversary of Mr./Ms. XX's passing."
Content: "The first anniversary of death is a gathering of family and relatives."
The first major milestone.
Venue, food, and gifts for the memorial service.
Offerings, souvenirs, etc.
A time when there is a lot to prepare.
A message sent two months in advance is most appreciated.
It's almost the first anniversary of his death.
Is there anything I can do to help?
"Starting from such a natural entry point."

"11 months after the enforcement date (1 month before the first anniversary of death)":
→ Task: "Confirming the status of preparations for the first anniversary of Mr./Ms. XX's passing."
Content: "If you have responded to the message from two months ago"
Follow-up based on that information.
If there is no response, please provide more specific information.
I propose bringing the proposal materials with me.

■ Third, seventh, and thirteenth anniversaries of death (long-term companionship)

"22 months after the enforcement date (2 months before the third anniversary of death)":
→ Task: "Information regarding preparations for the third anniversary of Mr./Ms. XX's death"

"70 months after the enforcement date (2 months before the seventh anniversary of death)":
→ Task: "Notice of the 7th anniversary of Mr./Ms. XX's passing"
Content: "Around the time of the seventh anniversary of death,
The grief of the bereaved family has subsided somewhat.
Contact at this time
It creates a touching feeling of "They remembered me."
If you haven't decided on a grave or burial place yet
We accept consultations in a natural way.

■ The anniversary of the deceased's death, Obon (Buddhist festival), and Higan (annual milestones)

"The anniversary of the deceased's death (set annually based on the date of the service)":
→ Task: "To Mr./Ms. XX, a message regarding the anniversary of Mr./Ms. XX's passing"
Content: "On the anniversary of the death, I said, 'It's the anniversary of Mr./Ms. △△'s death.'"
"Please rest in peace."
A warm, short message (postcard, LINE, etc.).
This is what creates the most memorable experience.
No hard selling whatsoever.

"Spring equinox (every March) and autumn equinox (every September)":
→ Task: "Send a greeting for the Obon festival to the bereaved family whose memorial service is being held this month."
Content: "A warm word for the season of visiting graves."
"An opportunity to naturally receive consultations regarding graves."

[A special interpretation of emotional temperature for funeral homes]

Immediately after implementation to 3 months later (a period of deep sorrow):
Rather than evaluating emotional temperature, "designing the frequency and quality of contact" is more important.
During this time, do not force "warmth" upon others.
The greatest form of support is letting people know that you are "there."
→ Contact is less than once a month. No sales pitches whatsoever.

3 months to 1 year (the period when grief begins to subside):
Little by little, everyday life is returning.
Preparations for memorial services, consultations regarding graves, etc.
This is the time when we can accept practical consultations.
→ Our main focus is on providing support for preparations for the 49th day memorial service, the first Obon festival, and the first anniversary of a death.

After one year (the period for building long-term relationships):
The deep sorrow continues,
"I trust this funeral home" in my daily life.
This kind of relationship is formed.
→ From here, the emotional temperature can be "Deep trust / Good / Normal / Distant"
This would result in a typical CRM-style evaluation.
→ The bereaved families, who have a "deep trust" of the family, become the source of word-of-mouth referrals.

A special flag indicating "requires special consideration":
- Individuals who may be experiencing prolonged grief
- When the relationships among the bereaved family members are complicated
• People experiencing financial difficulties
• Individuals who require special psychological support
→ Completely cease all commercial contact,
To a specialized organization (grief support, etc.)
Considering an introduction

[Dashboard design for funeral homes]

■ Monthly Review View (Monthly Review - Most Important)

"List of bereaved families whose memorial services are scheduled this month":
This month, the 49th day memorial service, the first Obon festival, the first anniversary of death, the third anniversary of death, and the seventh anniversary of death will be held.
List of bereaved families
→ The staff member in charge will check at the beginning of the month.
Make a plan for this month's support activities.

"List of bereaved families whose death anniversary is this month":
→ Plan to send a warm message around the anniversary of their death.

"Checking the status of after-sales products":
Buddhist altars / graves / condolence gift return gifts remain "unavailable".
List of bereaved families, more than 3 months after the implementation
→ A suggestion for those who feel it's "about time to consult"

■ Weekly Review View

"This week's follow-up schedule before the memorial service":
List of bereaved families with tasks assigned this week
→ Staff member in charge will check the preparation status.

"Emotional temperature: Distant × Within 1 year of implementation"
→ The relationship is starting to weaken.
Are there still people who may be able to help with the memorial service?

■ Monthly Review View (for Management)

"Emotional temperature distribution of those who consulted beforehand/members":
Number of cases categorized as: Positive / Good / Normal / Distant / Requires special consideration
→ If the members are predominantly "estranged"
We are considering strengthening content and events for members.

"Post-implementation economic effects":
Sales via after-sales service this month (Buddhist altars, gravestones, memorial services, etc.)
→ "Support" leads to economic results
Check if it's connected.

"Number of implementations by referral source":
Hospitals, nursing homes, Buddhist monks, local residents, etc.
Number of implementations by referral source
→ To the most important connector
Prioritize gratitude and maintaining relationships.

[Designing the handover process when the person in charge changes]

Things to record in the narrative memo of the implementation record:

① "Special events at the time of implementation":
"Mr. Tanaka, the eldest son, felt a great sense of responsibility following his mother's passing."
By successfully mediating the disagreement with my younger brother
"We received deep gratitude from Mr. Tanaka."
→ The new person in charge will be able to understand "why this bereaved family has such deep trust in them."

② "Proper etiquette for contacting the bereaved family":
"Mr. Tanaka dislikes sales-oriented language."
From "Our Products..."
"After hearing about Mr. Tanaka's circumstances..."
"Speaking with good posture deepens trust."

③ "Special notes regarding the family":
"Mr. Tanaka, the chief mourner, will have his eldest son (grandson) come of age next year."
We have received such reports before."
→ This makes it possible to recreate the experience of "they remembered me."

A handover message:
"Mr. Tanaka, the person in charge has changed,
From the previous person in charge, Sato, I learned about Mr./Ms. XX.
We have taken over the responsibilities properly.
Thank you for your continued support.
→ This comment comes after reading EMOROCO's narrative.
Delivering the experience of "records coming to life"

[Designing anniversary follow-up strategies for bridal clients]

Field added:
• Wedding date (starting point for anniversary follow-up)
• Staff member in charge on the wedding day
• Wedding reception venue and plan
• Notes (text) on "Special memories of the wedding ceremony":
Example: "The groom's father's tearful speech moved everyone in the venue."
"The most memorable scene of the day"
• Presence of social media posts and reviews
- Birth of a child (if confirmed)

Anniversary follow-up workflow:

"One year after the wedding date (the previous month)":
→ Task: "A congratulatory message for Mr./Ms. XX's 1st wedding anniversary"
Content: "A wonderful moment from the wedding ceremony is included as a memento."
Messages for the 1st anniversary (postcards and social media).
"I always fondly remember that day."
Add these kind words.
No sales pitch. Just a pure celebration."

"The month before the 5th or 10th anniversary (milestone anniversary) of the wedding":
→ Task: "A special celebration for Mr./Ms. ○○'s ○th wedding anniversary"
Content: "A special message for milestone years,
If you wish, we can arrange commemorative photos, a commemorative dinner, etc.
We will include a brief explanation.

"When the birth of a child is confirmed":
→ Task: "Congratulations on Mr./Ms. ○○'s birthday"
Message: "Congratulations on the birth of your child."
Naming ceremony, first meal ceremony, shrine visit, etc.
This will increase opportunities to be there for people at important milestones in their lives.
"Not as a salesperson, but as a companion on your life."

Field design:
□ Is the "Implementation Date" field (the starting point for calculating all legal fees) set?
□ Is the religion/denominational field set?
□ Is there a "Confirmation of Implementation" field for each type of memorial service?
□ Is the "Recommended timing for the next memorial service" field set?
□ Is an emotional temperature field (deep trust to needing consideration) set?
□ Is there a handover narrative memo when the assigned staff member changes?
□ Is there a field for after-sales products (e.g., Buddhist altars, gravestones)?
□ Is the referrer field set?

Workflow design:
□ Will tasks be automatically generated two weeks before the 2th day memorial service?
□ Will tasks be automatically generated for 2 months and 1 month before the first anniversary of death?
□ Will tasks be automatically generated two months before the third and seventh anniversary of death?
□ Will a message task be generated every year before the anniversary of the deceased's death?
□ Will initial follow-up tasks be generated 3 days and 2 weeks after the implementation date?

Dashboard design:
□ Will a list of bereaved families whose memorial services are scheduled for this month be displayed at the beginning of the month?
□ Will the list of bereaved families whose deaths are this month be displayed?
□ Can the "Special Need Flag" be checked separately?
□ Is it possible to check the number of implementations by referral source on a monthly basis?

Ethical design verification:
□ Does the follow-up period of three months immediately following implementation include any sales pitches?
□ Has commercial contact with bereaved families who require special consideration been stopped?
□ Is the design tailored to individual needs, taking into account differences in religion and sect?