Tom Ryan
Analyst · Bank of America. Please go ahead
Hi, Joanna, that’s a good question. We'll deal with the funeral like Eric said, we’ve got a process. We want to be a good part of the industry to talk about what’s great for the consumer, but between you and me, we want to do what’s right for our consumer with or without the Federal Trade Commission, this ruling, because we feel like transparency is important and for us the definition to transparency isn’t fully related to price. And as Eric said, I think pointed out to you guys, we survey our customer, we get a lot of feedback, sometimes price is very important.As an example, this simple cremation consumer, price is very, very important. And if you look at a lot of our particularly SCI Direct and others we have pricing already available online because very important to that consumer. Our concerns – and we are starting our pricing I think now at 300 going to 500 Dignity locations. But our concern is, what are you conveying to the consumer that finds value and reputation, the quality of facility, if you're not providing now along with price then are you really educating the consumer to the level or are you going to confuse the consumer more if you're not doing that.So, I think our strategy is, how do we convey in a transparent way all the attributes that are important for the consumer, and that’s what we’re beginning to do and try to do, you know one of the things that we’re really emphasizing now that we talk about is, you know reputation, and our online reputation and you’re seeing now, I think our ratings are up to 4.7 stars, which is pretty impressive and that wasn’t a focus until about a year and a half ago when Jamie Pierce came and got us to focus on that. And I think it’s been tremendous feedback.We get – we have instances where people are saying, I selected you because you’ve a lot of reviews and you’re 4.7 stars you're 4.0 stars, whatever the case may be. So, these little things as time goes on, people are going to utilize these tools more, we’re going to be in a place to capture that, particularly as it relates to our competition. So, those are the little things that continue to add up to last compete more effectively.