Customer Value Journey (CVJ) — AutoCore Customs

Version: 1.0 — 2026-04-23

Framework: 8-stage Digital Marketer CVJ model

Purpose: Map what IS happening end-to-end across each stage of the customer journey. Identify where the journey is strong vs broken vs absent.

Stage 1 — AWARE

What's working

• Google Ads generating quality-intent PPF and fleet inquiries
• Meta Ads generating higher-volume, varying-intent leads
• Google Business Profile pulls local-intent search
• Instagram serves as portfolio-proof for enthusiasts who hear about AutoCore
• Word-of-mouth + referral from 1,200+ existing customer base

What's broken / weak

• Creative refresh cadence lags (content bottleneck B4)
• YouTube / TikTok underutilized for long-form discovery
• SEO / blog content near-nonexistent (organic reach capped at brand + GBP)

What's absent

• Fleet-specific ad targeting (strategic 2026 project)
• Dealership partnership program beyond Mark Motors
• No content-marketing / thought-leadership positioning for Alex or Kevin

Stage 2 — ENGAGE

What's working

• Paid-traffic LPs on .ca subdomain convert at measurable rates (fed 218 conversations in 90 days)
• Instagram DMs personally responded to by Kevin
• Main .com website carries trust stack (7+ years, 1,200+ customers, 5-star, @Autocore613 link, Mark Motors references, "Masters of our Craft")

What's broken / weak

• Paid-traffic LPs don't carry the .com trust stack (customers who land on .ca see thinner credibility than .com visitors)
• Warranty says "1-year" on LPs — actual is 10+2, massively understated trust signal (B6)
• Thank-you page is generic — same /carwrapsquote-thankyou for PPF, wraps, tint, fleet submissions
• No Colored PPF content surface (26 conv mentions, zero dedicated LP/page)

What's absent

• Fleet LP (active 2026 project)
• Motorcycle LP (Harley convs happening without entry)
• Case study pages (Mark Motors, specific premium closes)
• Colored PPF dedicated content (the flagship 2026 differentiator)

Stage 3 — SUBSCRIBE

What's working

• LP quote form captures name + vehicle + service interest cleanly
• GHL contact creation automated on form submission
• Signature SMS opener fires within minutes (54% of convs use it)
• Email confirmation + welcome series triggered on submission

What's broken / weak

• Duplicate service-interest fields in GHL (B1) — leads fragment across 2 fields
• No fleet-specific intake form — fleet buyers forced into consumer flow
• No email-only capture — no path for top-of-funnel interest without quote intent

What's absent

• Lead-magnet content as separate capture mechanism (guide, quiz, calculator)
• Warranty PDF download that captures email

Stage 4 — CONVERT

What's working

• Sales framework (1 Call Close + SMS Playbook + Recovery) — battle-tested, drove Kevin's 2025→2026 evolution
• Kevin's execution — 2026 close rates show real improvement over 2025 baseline
• Speed to lead — minutes, not hours
• In-person shop visit — highest-close-rate mechanic (S1 [validated])
• Mockup delivery — emerging Feb-Mar 2026 as a major close accelerator (S4 [hypothesis])
• 10+2 warranty stack (when deployed — 6% of convs)

What's broken / weak

• Nurture one-size-fits-all — Hammer Them backfires on comparison-shoppers (B9, Marius case)
• Mockup delivery not systematized — ad-hoc, depends on designer availability
• In-person pivot not a formal pipeline stage — tactic-only
• Warranty language inconsistency across framework vs emails vs LPs
• Framework v2 drift (O8) — colored PPF absent, pricing partially stale, service mix not reflected

What's absent

• Fleet sales playbook (major gap)
• Motorcycle sales sub-section
• Formal scheduling workflow for in-person consults
• Case-study library for avatar-specific convert content

Stage 5 — EXCITE (Deliver)

What's working

• Shop aesthetic — clean, organized, visible projects (a real asset)
• SunTek certified installation process
• 10+2 warranty documentation on delivery
• Google Review request automation (1 hour post-purchase)

What's broken / weak

• Pre-install comms inconsistent — some customers get detailed expectations, others don't
• During-install updates inconsistent — customer visibility into progress varies
• No structured reveal process — customers pick up their vehicle but there's no "ta-da" moment staged

What's absent

• Before/after photo album delivered to customer (both for them and for marketing)
• Vehicle-specific care guide at handoff (how to wash, what to avoid, maintenance schedule)
• Video walkthrough of the completed install + care instructions
• Branded thank-you kit (premium touch for Profit Maximizer-tier customers)

Stage 6 — ASCEND

What's working

• Ascension pipeline exists in GHL (8 stages — review request, 2-week check-in, 3-month check-in, follow-up)
• 2-week post-install inspection is part of the AutoCore warranty service

What's broken / weak

• Ascend pipeline is under-triggered — not all customers flow through it consistently
• No systematic upsell at the 3-month check-in (e.g., "Add ceramic now that you've had PPF for 3 months")
• No annual anniversary touch (e.g., "It's been a year since your install — how's it holding up?")

What's absent

• Loyalty / repeat-customer program
• Service-subscription / annual-refresh model
• Upsell campaigns tied to lifecycle milestones
• Customer segmentation for targeted ascend campaigns (PPF customers get ceramic pitch; wrap customers get refresh pitch)

Stage 7 — ADVOCATE

What's working

• Google Review automation — the primary advocate mechanism. Likely drives the 5-star reputation.
• Social media reshare — customers sometimes post their install; AutoCore reposts (ad-hoc)

What's broken / weak

• No systematic video testimonial collection despite framework recommendation
• No advocate identification in the CRM — high-referral customers aren't flagged or rewarded

What's absent

• Referral incentive program (no "refer a friend, get $X off" mechanic)
• Case study production process
• Structured advocate tier in ascension pipeline

Stage 8 — PROMOTE

What's working

• Mark Motors Porsche partnership — proved the B2B referral/partnership model works

What's broken / weak

• Nothing else at this stage is structured

What's absent

• Formal referral program
• Dealership partnership program (beyond Mark Motors one-off)
• Influencer / affiliate partnerships with Ottawa auto content creators
• "Brought in by a friend" workflow (referrer tracking + reward in GHL)

Overall CVJ Health

Strong stages

1. Convert — framework + Kevin's execution + shop as conversion asset
2. Aware — paid media + organic + GBP working
3. Engage — LPs convert at measurable rates (with room to tighten)

Weak stages

1. Advocate — only Google reviews; no testimonial system
2. Promote — essentially structural gap
3. Ascend — pipeline exists but triggers inconsistently

The 80/20 lift

If AutoCore invested in ONE stage's improvement, Ascend + Promote (currently the weakest) have the highest leverage for a mature business with 1,200+ customers and 3 years of paid media. A proper referral program + annual-refresh subscription could compound monthly revenue without adding ad spend.

What to map in the Growth Engine Map

The CVJ reveals where the journey exists; the Growth Engine Map (next file) shows the specific decision flow and how customers move between stages.