In the 8-Step Customer Value Journey, the Excite phase (Step 5) is the most critical “make-or-break” moment for an HVAC company.
While Convert got you into the driveway, Excite is what gets you invited back for the $15,000 system replacement later. It is the transition from a “transaction” to an “experience.” For Hexagon Air & Heat, this phase is about proving that your premium branding isn’t just a logo—it’s a superior level of service.
The Synopsis: “The Professional Differentiator”
The goal of the Excite phase is to provide an “Aha!” moment where the customer realizes, “Wow, these guys are different from the last AC company I used.” You are providing immediate, tangible value that exceeds the small price they paid in the Convert step.
1. The “Red Carpet” Treatment (Professionalism)
The experience starts before the wrench touches the unit. This is about removing the “stranger danger” and anxiety associated with home service.
Communication: An automated text with the technician’s photo and bio when they are in route.
Respect for Property: The “Booties & Mats” rule. Putting on floor protectors and laying down tool mats shows you value their home as much as they do.
Identity: A clean uniform and a clearly branded Hexagon vehicle.
2. Transparency Through Technology (The Health Report)
In the HVAC industry, customers often feel “blind” to what the tech is doing. Excite removes that blindness.
Digital Inspection: Providing a “System Health Report” with photos of their actual components (e.g., a photo of their rusted drain pan vs. what a clean one looks like).
The “No-Pressure” Education: Explaining the why behind a reading (like subcooling or static pressure) without immediately jumping into a sales pitch.
Immediate Small Wins: Clearing a secondary drain line for free or wiping down the outdoor cabinet—small acts that show pride in workmanship.
3. The “Post-Service WOW” (The Setup for Ascension)
The Excite phase doesn’t end when the truck leaves the driveway.
The Satisfaction Loop: A follow-up call or text 24 hours later to ensure the house is cooling perfectly.
The “Member-for-a-Day” Experience: Giving them a taste of what your Haven Preferred membership feels like (e.g., “Since we’re here, I did a quick safety check on your furnace as well, at no charge”).
Excite Success Metrics for Hexagon
| Metric | What it Tells You |
| Review Velocity | Are customers so “Exited” they feel compelled to leave a 5-star Google review? |
| Membership Conversion | What % of tune-ups turn into long-term maintenance agreements on the spot? |
| Technician Lead Turn | How often does an “Excite” visit result in a request for a replacement quote (Ascend)? |
TO DO LIST:
CRITICAL
Professionalism:
Hexagon Air + Heat is working to target the more affluent customer as it continues to build it’s business identity, including the vans, business cards, door-hangers, yard signs and website imagery. Of course, this also includes the “White-Glove” customer exprience.
ONGOING
Health Report:
Hexagon Air + Heat is working on creating a Customer dashboard that would not only provide invoices (paid, un-paid) but information about the HVAC system, it’s age, repairs and maintenance history.
ONGOING
Immediate Value:
Hexagon Air + Heat would offer the potential customer a Free branded Smart Thermostat, UV Light or Media Filter as upgrades to close the sale.
ONGOING
Post-Service:
Hexagon Air + Heat is working on creating a Customer Post-Service checklist that includes either hiring or creating an automation for Customer-Success. This includes project satisfaction, asking for a Google review and adding the customer to future email and mailers.
ONGOING
Post-Service (Extended):
The company would also like to design and implement an (Extended) Post-Service service marketing campaign that would maybe send a Hexagon branded coffee cup with a $25 Starbucks gift-card, or maybe a tumbler if the customer meets pre-determined goals (referrals, etc.).
