No fixed prices as customers want customised packages: Funeral businesses on why they don't list prices

SINGAPORE: It is difficult to list fixed prices for funeral services as most clients want customised packages, funeral service providers said after a competition watchdog called for more price transparency in the industry.

On Nov 17, the Competition and Consumer Commission of Singapore (CCCS) released a report about practices in the funeral services industry. Among its findings was that customers often do not know the cost of funeral packages as providers generally do not make price information readily available. 

The watchdog said it has received 13 complaints against funeral businesses since 2021. 

The Association of Funeral Directors Singapore, which counts 31 members among the more than 300 funeral service providers here, issued a response criticising the study. 

Its executive director Hoo Hung Chye called the sample size of the survey "limited" and the use of anecdotal answers to stress shortcomings in funeral services "flawed". 

One of Mr Hoo's rebuttals was that it was difficult to offer fixed-price funerals as no two funerals were the same. He also took issue with the finding that consumers were uninformed, as its members had received many queries on funeral services and had seen an increase in funeral pre-planning. 

In a statement issued to CNA, the competition watchdog maintained that the results of the survey were statistically representative of Singapore’s population. 

"To ensure that the feedback from the survey was balanced, CCCS went further to ensure that the sample included a mix of respondents who either possessed or lacked experience making funeral arrangements," it added.

Among survey respondents who have made funeral arrangements for others, only 28 per cent said they had enough time to think through the options before making a decision, a spokesperson said. 

About 31 per cent had to pay more due to the addition of items that were not originally included in the funeral package. More than half of the respondents, or 53 per cent, said they were not informed upfront that the final price may be different.

This suggested that consumers who have to plan funerals may be vulnerable and unfamiliar with the costs of funeral services, CCCS said.

DIFFICULT TO FIX PRICE OF FUNERALS

Funeral directors CNA spoke to - who were not part of the association - echoed Mr Hoo's point on the diversity of client's requirements, which made it challenging to list package prices. 

Those who did list prices on their websites said that these were "standard" or "basic" packages, with extra costs likely to be incurred with add-ons. 

Funeral director Vincent Ng pointed out that funeral arrangements were "quite personalised". 

"Many times, the family of the deceased added items to the standard packages during the process which resulted in actual payment differing from website prices," the founder of funeral parlour A.LifeGrad said.

Costs may also change as the wake progresses. For example, the company provides clothes for bereaved family members. But some customers request more clothes for changing and exceed the amount provided, resulting in additional costs, Mr Ng said. 

"Drinks are also included based on a fixed number of packets. However, consumption may increase if they have a lot of visitors. All these are also chargeable. You can’t really say that the ultimate price differs from the quote as all these are additional items," he said. 

Another funeral director Eugene Tan agreed, saying: "It really is not possible to have an all-in-one inclusive package because of the customisation.

"We try to be as transparent as we can. The way I design my packages is everything that can be expected, I have already included it. But there are some things we cannot expect until we meet the client," said Mr Tan, who is the founder of Empathy Funeral Service. 

Both Empathy Funeral Service and A.LifeGrad list the prices of the packages offered on their websites, along with a catalogue of what the package includes. A.LifeGrad even goes so far as to list what is excluded. 

Passion Bereavement Care's funeral director Deborah Kang said that while she understands and agrees with the study's findings, these practices are due to the nature of the funeral industry. 

"One reason funeral service providers might be reluctant to disclose package prices in advance on websites is that services often need to be customised based on the specific needs of the client," she said. 

Instead of listing prices, she prefers talking directly to the client to give them an accurate price based on their needs. 

PROBLEMS WITH LISTING PRICES

Even with packages listed on their website, Mr Tan said some clients do not read the listing or focus only on the price. 

"Even if they do read it ... I don't think (they) understand the things that are inside," he said. "I tell you that this is a Buddhist table and set up, then you're like okay. Do you really know what it means? You don't really know." 

He cautioned customers against going for the cheapest funeral package when comparing prices between providers. These often come with additional costs that are not listed, he said.  

If the funeral director fails to inform customers of possible additional costs, that would be a red flag, Mr Tan said, as it is very likely that packages listed only include basic products. 

Basic products for a Buddhist funeral package, for example, include tentage, tables, chairs, chanting by monks and offerings, but may exclude post-cremation services. 

ENSURING TRANSPARENCY

It then falls to the funeral parlour to take the client through its packages and inform them of additional costs. 

Mr Ng said that A.LifeGrad explains in detail the items included in a package and offers customers options to upgrade. Customers will also be given detailed quotations. 

"What is stated on the website will be what the families will get. We also make an effort to show the altar display picture to the family to let them know of the design. Casket pictures are also shown to them. If they want an upgrade, we also make sure they know what is the upgraded casket," said Mr Ng.      

Additions that are not part of the package will be itemised in the final bill, said Mr Ng.

Similarly, Ms Kang provides written documentation that outlines the services and their cost.

"This documentation serves as a reference point for clients, enabling them to review and clarify any aspects of the service," she said. 

Her company also creates WhatsApp chat groups with family members involved in the planning to keep them updated during the wake. 

"If there is an add-on service, we will let client know the price first before proceeding. Only with their agreement and consent then we go ahead to deliver the services," she said. 

Mr Tan stressed that customers should not rush into deciding on a funeral package after the death of a loved one. Instead, take the next few hours to speak to funeral directors - even if it is late into the night, as funeral directors work around the clock.

He spoke of dishonest practices where companies transfer the bodies of loved ones to their office without telling customers that they will be charged for this. 

"They come and take the body ... They will give you a proper quotation, a detailed one, and then the price isn't what you (expected)," said Mr Tan. When the customer backs out, they will then be asked to pay about S$1,000 for the transferring service. 

The best way to avoid this is for customers to keep themselves informed of their options, and to pre-plan funerals where possible, he said. 

Funeral director Ang Ziqian, who is the vice president of the Association of Funeral Directors Singapore, highlighted the importance of pre-planning. 

"Investing time to meet a funeral director to discuss funeral arrangements when one is mentally sound and physically healthy reduces the chances of ending up with a funeral that does not meet your expectations.

"Our advice to the public is to appoint the funeral director only after you have the confidence and assurance that your choice delivers exactly what you want. This is no different from appointing a lawyer to act in your best interests based on the facts and situation that you are in."