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GFC's accreditation 'helps firm stand out'

“We believe that good funeral directors are characterised by their kindness, respect, empathy and professionalism,” says CEO Fran Hall (pictured).

“And we have found a way to measure this, enabling us to list only the best companies.

“We know what we’re talking about and we are fair. We are uniquely qualified to offer third-party endorsement of funeral directors’ work. And we want to be able to celebrate the companies who are worthy of praise.”

The GFG was founded in 2008 by Charles Cowling as a not-for-profit information resource and has become a trusted source for consumers.

It has never been developed as a vehicle for commercial gain and has been a pioneering – and often controversial – voice in the funeral world.

Around 1000 people a day view the website, with funeral directors listings being among the most visited pages.

Companies who want to apply for accreditation can complete the online self-assessment form. Fran will then be in touch to make arrangements for a visit.

Assessors visit each company to meet staff and see the premises and can then state on the GFG certificate that they have done so.

The assessor’s review will appear on the company’s own page within the GFG website, and window stickers and logos will be sent out, along with a press release that can be tailored to let the local community know.

Besides being a useful way for consumers to distinguish between funeral directors’ services, says Fran, GFG accreditation can also be a big benefit to funeral companies:

“If marketed properly, it enables a funeral director to stand out from competitors, generates favourable publicity, brings in clients, raises staff morale and improves the bottom line,” she explains.

Companies that have already achieved GFC accreditation say it works, with many citing the number of click-throughs they get from the GFG's  website to their own.

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