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Meet Your Board Member
A Q&A with ICFA Board Member Andrea Vittum
President & CEO
White Haven Memorial Park
Pittsford, New York
Why did you choose to work in the cemetery and funeral service industry?
Like many people in our industry, I had a family connection. My father, who was president of White Haven from 1975 to 1993, offered me a job as sales manager in 1985. Since I had recently married and acquired two young children in the process, I accepted, and left my 9-to-whenever job in advertising for a 9-to-5 job at the cemetery.
It was a major culture shock for me and I wasn't sure I would ever get used to the steady stream of funeral processions creeping past my window. I thought about leaving many times during the first few years. Eventually, I became excited by the process of cemetery development and touched by the amazing revelation that we could actually make a difference to those struggling with a loss. Somewhere along the way, I came to love my job and, 16 years later, I'm still here.
What is the best experience you've ever had in your job?
I don't know that I can single out any one in particular, but the moments that are the most satisfying to me are the times we hear positive feedback from our customers. Every time I have it confirmed that we are doing things well and that our efforts are deeply appreciated by those we serve, my whole being smiles.
What is the worst, and what did you learn from it?
Knowing the answer to the last question, it won't surprise you that hearing negative feedback from our customers has created some of the worst experiences for me. Dealing with angry, emotional people is always challenging, but when there is also the threat of litigation, challenging can be an understatement.
It's taken me many years to develop a proper response, but I finally have a formula that works. Instead of trying to defend our actions or point out that the blame actually belongs elsewhere, I simply apologize for whatever went wrong and ask what I can do to help. The sooner I do both of those things, the better. Knowing I have a strategy that works, I am more confident facing the next problem.
What advice would you give to young people just starting out in this industry?
Realize this is a people business above all else. Put your relationships with your customers and your coworkers first. Do whatever you can to earn their trust and respect, and everything else will fall into place.
What do you see as the biggest benefits of ICFA membership?
Three things stand out to me. First, having the opportunity to meet and learn from other cemeterians across the country and even around the world. Second, benefiting from the increased effectiveness of legislative and public relations efforts conducted by an effective international organization as opposed to an individual operator. Third, the availability of a wide range of quality educational programs and materials at group rates. Wow! What more could you ask for?
What is the biggest challenge facing the industry, and how is ICFA addressing it?
I think our biggest challenge right now is faltering public confidence in the trustworthiness of our industry. The last few years have seen some incredibly damaging news stories about a few neglectful operators who have betrayed the public's trust. Consumer groups have hopped on the bandwagon and even attacked one of the most beneficial services we provide, which is the preneed sale of funeral and burial services and products.
I believe that our future success will depend heavily on our ability to restore the public's confidence in us and rebuild the perception of value in what we do. The ICFA can address this issue by continuing its aggressive public relations efforts and by stressing the importance of ethical operations and quality customer service in its educational programs and materials. These are initiatives I plan to pursue as a board member.
What are your outside interests?
I love the outdoors, especially when it's warm and sunny. That doesn't happen much here in the Northeast, so I also enjoy traveling to any place that is warm and sunny. My husband and I both play golf, so the places we go usually feature beautiful golf courses.
We spend a lot of time at our home away from home in Bonita Springs, Florida, and we also look forward to visiting other great golfing venues like Torrey Pines near San Diego, the site of the 2001 ICFA Fall Management Conference. What a wonderful opportunity to mingle with the industry's leading managers and suppliers, hear speakers on a variety of timely topics and enjoy the spectacular scenery of the Pacific coast, all in one trip. And if that sounds like a commercial, it is. Hope to see you there!
Copyright ICFA 2001
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