Case: Monuta

Towards a demand-driven organization with ZMET® research

More and more people want to be in charge of their own funeral. Funeral insurer and undertaker Monuta tries to respond to these developments as effectively as possible by developing new products but also by questioning the role of the funeral director and redefining it where necessary. For these activities Monuta wanted to take the actual customer experience as a starting point (ZMET®).

What did Monuta want to find out?

What are the current consumer's deeper motivations for properly arranging the funeral?

Target group

Consumers with funeral insurance, in particular consumers who recently had to arrange a funeral for a loved one. A number of funeral directors are also involved in the research to test the consumer experience with the funeral director's experience.

Insights

The research showed that in the short period between death and funeral or cremation, family members of the deceased primarily need an expert and a producer and facilitator: A funeral director as a professional who determines the content and course of the funeral together with the family. It also turned out that many insured parties would like to be offered more opportunities to give the funeral a more personal touch. However, they felt restricted in this by funeral directors who believed that some personal wishes could take on extreme forms.

Elaboration

The ZMET® research led to Monuta growing from a more or less supply-driven to a demand-driven organization. The company's own training institute, the Monuta Academy, plays an important role in this cultural shift. Supported by the input coming from professionals throughout the country, a program is being developed to improve the listening skills of Monuta funeral directors. In addition, Monuta is working on expanding the service package, aimed at the funeral itself.