"We were thinking in terms of educating families as well as simplifying the process," says Pete Eicher, Family Services Manager for Hamilton's Funeral Homes. "We've always been impressed with Aurora, and how innovative the company is, especially since Family Advisor came out."

Hamilton's turned to Aurora for ideas to address a major shift in the industry: the growing trend toward cremation. At about the same time Hamilton's was building their new funeral home, Aurora was introducing the Journey Cremation System, a concept that perfectly answered their need.

"Journey is a strategic, self-contained system that emphasizes the value of service and of the funeral director," explains Steve Jones, President of Meierjohan-Wengler, an Aurora subsidiary and manufacturer of cremation urns, keepsakes, and memorials.

Jones is in agreement with Eicher that education is paramount – especially in light of the fact that families don't always understand the choices available to them.

"There are many ways to sell," says Jones, "One very good way is to educate to the facts and choices so families can make a value–based decision."

Jones explains that Journey is a strategic system that communicates directly to the family, enabling them to understand several things without any conversation with the funeral director. He believes it is the first cremation system that really emphasizes the value of service over products.

The Journey display presents the different choices in a logical fashion that makes it easy for families to select the style and price point that is exactly right for them. It simplifies the decision-making process, and has been well-received. Eicher reports the families Hamilton's serves have also been surprised at the large selection of urns and the variety of choices available with cremation in general.

Jones has seen the same positive response that Hamilton's has experienced in dozens of other funeral homes around the country.

"The response has been strongly positive because it speaks to the consumer," he believes. "The Journey Cremation System is simple, comfortable, relaxed, and educational."


Eicher and Jones both point out that cremation opens up new possibilities for families and funeral homes.

"Cremation doesn't limit you," says Eicher. "In fact, the case is just the opposite. From the service standpoint, we can offer more choices."


Eicher offers many examples of how cremation opens up choices. His funeral home has had the experience of families wanting to have final disposition in a special place, or needing to delay a service for some reason – options not always feasible with
traditional burial. A family might wait for an upcoming family reunion to have the committal service at the cemetery. That option is easy to accomplish with cremation. Or, a family might choose to have final disposition at Dad's hunting lodge, conduct a ceremony at the club, or plan a service at the community lake. All these preferences, and more, can be achieved when cremation is chosen.

"Embrace the cremation trend," advises Eicher. "Listen to your consumers – what are they telling you? What are they wanting? Funeral homes that will be viable in the future will have vision, will be innovative…and will have the courage to provide services families are demanding."

For many years, funeral directors avoided cremation – but they are now very much interested in educating families about cremation.

"It's important to build credibility, to build a relationship," says Jones. "Success will follow when you put your customers' needs ahead of your own."

For more information on Journey or to install a system in your funeral home, contact your Aurora sales representative or Aurora Answers at 800.457.1111.