Understanding customer behaviour with Speech Analytics: Funerals with Grace’s success story

Funerals with Grace, a regulated funeral plan provider, is dedicated to providing compassionate and personal support during life’s most sensitive moments. But with an ambitious goal to double funeral plan sales in just one year, they needed a clear picture of their marketing performance to ensure their strategy was on the right track.

Sam Roberts, the Head of Marketing, understood that phone calls were vital to building trust and forming connections with their audience. Yet, without the right data, understanding what was driving these conversations – and ultimately, sales – was proving to be a challenge. That’s when Funerals with Grace turned to Mediahawk call tracking software to bridge the gaps.

Gaining deeper customer insights with Speech Insights

For Sam and his team, Mediahawk’s Speech Analytics solution, with it’s AI-powered Speech Insights features, gave them a clearer window into customer behaviour and decision-making processes.

The insight allowed them to adapt their marketing efforts to align with what their customers truly needed.

A recent mailer campaign highlighted just how valuable Speech Analytics could be. The team used it to:

• Measure how well their messaging resonated with their audience. This revealed if their tone, language, and information matched what customers were looking for.
• Analyse different customer journeys, identifying the factors that led some to make quick decisions while others required more time and reassurance before committing.
• Refine key messaging, such as explaining ‘direct cremation’, to ensure clarity and understanding. This not only increased customer confidence but also strengthened trust – a vital factor in such personal decisions.

Sam summarised the benefits simply: “Speech Analytics helped us drill down into conversations and really understand the nuances of our customers’ journeys. It’s been invaluable.”

This level of understanding has enabled Funerals with Grace to create a more targeted and empathetic approach to their marketing. By tailoring their messaging to meet the specific needs of their audience, they’ve been able to connect with customers on a deeper, more meaningful level.

“Speech Analytics helped us drill down into conversations and really understand the nuances of our customers’ journeys. It’s been invaluable.”
– Sam Roberts, Head of Marketing, Funerals with Grace

Closing data gaps with call tracking

While Speech Analytics provided critical insights, Mediahawk’s call tracking complemented it by closing the data gaps that had previously hindered Funerals with Grace’s marketing efforts.

Before using Mediahawk, nearly half of their leads were being categorised as ‘offline sources’ in their CRM, leaving the team unable to attribute enquiries to specific campaigns or channels.

By integrating Mediahawk into their processes, the team gained full visibility of which campaigns – whether PPC, mailers, social media, or other activities – were driving calls. This newfound clarity allowed them to allocate their marketing budget more effectively and focus on the channels delivering the best results.

Turning data into results

For Funerals with Grace, the combination of Speech Analytics and call tracking has completely transformed how they approach marketing. With actionable insights and accurate attribution, the team now has the confidence to make data-driven decisions that align with their ambitious growth goals.

Sam explained, “We can now say exactly what our spend generated. That level of clarity gives us the confidence to double down on what’s working. Mediahawk has changed the game for us.”

“We can now say exactly what our spend generated. That level of clarity gives us the confidence to double down on what’s working. Mediahawk has changed the game for us.”
– Sam Roberts, Head of Marketing, Funerals with Grace

Why Speech Analytics matters for marketers

Funerals with Grace’s journey demonstrates the value of truly understanding customer behaviour. Using Speech Analytics has unlocked insights that go beyond the surface, helping them:

• Refine their marketing messaging
• Improve campaign performance and results, and
• Build stronger relationships with their target audience.

Their story is a powerful example of how the right tools can not only solve marketing challenges but also open up new opportunities for growth and success.

For businesses looking to gain a competitive edge, Speech Analytics offers a clear path to deeper understanding and better results.