In the 8-Step Customer Value Journey, the Advocate phase (Step 7) is where your customers stop being passive recipients of your service and start becoming active participants in your brand’s growth.
Up until now, you have done all the heavy lifting. In the Advocacy phase, you capitalize on the “Goodwill Bank” you’ve built during the Excite and Ascend phases to generate the social proof that fuels your Awareness (Step 1) for future customers.
The Synopsis: “Harnessing the Power of Social Proof”
The goal of Advocacy is to get your happy clients to go “on the record” about their experience with Hexagon Air & Heat. This isn’t just about a “thank you”; it’s about creating a library of evidence that proves you are the best HVAC choice in Houston.
1. The Automated Review Engine
Most customers want to help, but they are busy. Advocacy is about making it effortless for them to say something great.
Google Review Generation: Sending an automated text link the moment the technician closes the job.
Video Testimonials: Capturing a 15-second clip of a homeowner standing next to their new, quiet variable-speed unit.
The “Review-Us” QR Code: Having a permanent, scannable link on your service stickers and invoices.
2. Field Proof & Project Showcases
Advocacy isn’t just what the customer says; it’s what they allow you to show.
Before & After Gallery: Using those “Checklist Photos” we discussed to show a transformation from a rusted 1990s unit to a modern Hexagon installation.
Case Studies: A brief write-up (e.g., “How we lowered the Miller family’s electric bill by 40% in Sugar Land”) that uses the customer’s story to sell your expertise.
Social Tagging: Encouraging customers to tag @HexagonHVAC when they post about their “New AC Day” on Facebook or Nextdoor.
3. Passive vs. Active Advocacy
Passive: They leave a review and forget about it. This helps your SEO and “Google Guaranteed” status.
Active: They actively defend your brand. When someone asks for an AC recommendation on a neighborhood forum, an Active Advocate is the first to reply with your name.
Advocacy Success Metrics for Hexagon
| Metric | What it Tells You |
| Review Velocity | How many new reviews are you getting per month? |
| Review Diversity | Are you getting reviews across Google, Facebook, and Yelp? |
| User-Generated Content | How many photos or videos are customers uploading to your profile? |
TO DO LIST:
CRITICAL
Automated Review Engine:
I am working on the design of Google review business cards that have a QR-Code and quick-link to give the customer post-project during or after final onsite walk-through.
CRITICAL
Automated Review Engine (Extended):
Hexagon Air + Heat will also generate a Post-Project email with a statement of being Grateful as a company for the opportunity, a procedure for registering the equipment and asking for a positive review.
ONGOING
Video Testimonials:
Hexagon Air + Heat has not yet setup a YouTube channel to capture video testimonials.
ONGOING
Project Showcase:
Hexagon Air + Heat needs to setup a procedure to capture before and after photos of all projects for use in advertising.
