There are some things in business that can be measured easily. Service is different.
For us, it is found in the quieter moments: taking time over a difficult phone call, making sure a family understands what will happen next, caring for a pet exactly as promised, and recognising that no goodbye is ever routine.
That is why we are incredibly proud to share that Dignity Pet Crematorium has been named a finalist in the Service Excellence category at the INSPIRE Business Awards 2026.
Dignity was founded in 1992 by Barry and Carole Spurgeon after they experienced standards of pet aftercare they believed needed to change. Thirty-four years later, we remain independent and family-run, now led by their son Kevin, with the same belief at the heart of Dignity: the care and respect shown to a much-loved pet should not end when their life does.
What Service Excellence means to us
Our promise has always been to care for every pet as one of our own, as though their family were beside us throughout . That means listening carefully, providing clear choices, answering questions openly and keeping the promises we make.
Our most recent client survey reflects that trust, with 91% of families rating their experience 10 out of 10 and 98% saying they would recommend Dignity to friends or family.
Those figures mean a lot to us, but behind every one of them is an individual family, an individual pet and a goodbye that mattered.
Listening to families has always helped shape the way our services develop. We continue to invest in making it easier for people to reach us, find the information they need and understand exactly what happens when a pet is entrusted to our care.
Families and veterinary professionals are also welcome to visit Dignity, meet our team, ask questions and understand how pets are identified, cared for and individually cremated. You can read more about why openness and transparency in pet aftercare matter to us here: Why Transparency Matters More Than Ever
“For us, Service Excellence is about every part of that experience — being listened to, understanding what will happen next, having choices and knowing that the promises made to you will be kept.” Kevin Spurgeon.
Care that continues beyond goodbye
Our relationship with families often continues long after a pet has returned home.
That was especially clear on Rainbow Bridge Remembrance Day in August, when families sent us around 1,500 photographs of much-loved pets to be included in one shared memorial artwork.
The finished Rainbow Bridge tribute received more than 160,000 views, but what meant the most to us were the messages from families who found their own pet among the hundreds of faces and shared what it meant to see them remembered.
The INSPIRE recognition follows another proud year for Dignity. Earlier in 2026, we won Best Customer Service at the Central South Business Awards and were also named a finalist for Pet Funeral Provider of the Year at the Good Funeral Awards.
Awards are wonderful recognition, but they ultimately bring us back to what matters most: the families who trust us and the pets we are privileged to care for.
To every family who has placed that trust in Dignity, and to every member of our team who protects it each day — thank you.
Care you can see. Promises you can trust.
