Innovative Listening at DELA: From Stories to Insights
DELA, a cooperative with over 3 million members, strives to offer the most hospitable funeral experience for everyone. But how do you ensure that a funeral is truly meaningful for all attendees?
Measuring Guest Experience through AI and Behavioral Psychology
Instead of relying on traditional NPS methods, DELA has started listening differently. Through qualitative, associative techniques, insights were gained into the unconscious motivations of guests. This was followed by innovative experience research. Supported by AI, the stories of guests are translated into valuable data. As a result, the emotions and needs of guests can be better understood and analyzed. Every day, DELA and its location managers receive new guest stories, which continuously lead to refinements in service delivery. This helps DELA ensure that each funeral is not only a dignified farewell but also a source of comfort and meaning for all attendees, helping them move forward in their grieving process.
“Forum really thinks along, understands what you as a customer want, and their communication is very approachable. The employees are highly proactive and have the expertise to uncover the true guest experience.”
