Last April, Troy Daland curiously clicked on the rocketship icon in the top right corner of his ServiceTitan homepage, which said his TitanAdvisor (TAD) score was 98.
A 98. Was that good? Bad?
Daland was confused.
“What the hell does this Titan score thing even mean?” he asked Kristina Celata, the company’s office manager. But Celata also had no clue.
It’d been six years since Air Zero Air Conditioning, a commercial and residential HVAC shop in St. Petersburg, Florida, first started using ServiceTitan. Daland bought the business in 2021, with a vision to transform the eight-person shop into an industry heavyweight.
He knew he needed to build a solid foundation to reach this goal—but he didn’t realize TitanAdvisor was the perfect tool to achieve it.
TAD is a guide that helps companies get the most out of ServiceTitan. Users follow prompts that teach them how to best utilize the software, earning points for every feature and function a shop uses.
Celata learned all about TAD through EmberSessions and LadyTitans—a ServiceTitan networking group for women in the trades. By improving their score, she could help Air Zero run more efficiently—and boost their revenue.
“We're just under $1 million in revenue,” Daland said. “Obviously (moving forward), that's something that we want to go ahead and switch up.”
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Score brownie points
Six weeks after following TAD’s suggestions for their shop, Air Zero’s score shot up to 220. Customers might not care about the score —but they certainly benefit from it.
In fact, Celata said customer communication was the “No. 1” area that improved with the shop’s TAD score. It also made her life easier.
Now, customers receive a reminder text message 24 hours before their appointment, and another when the tech is on their way. These texts are automated, giving Celata time back in her day without compromising on customer service.
“There's tons of companies out there that can fix equipment,” Daland said. “But what's the customer experience like?”
Through TAD, Celata also learned that they could improve the shop’s maintenance membership program. Nobody wanted to see memberships lapse, but it was difficult for the front office to know when to reach out to renew contracts or schedule service.
“A big thing is the recurring events and getting your membership set up right (...) so that the customer service representative can reach out to them and schedule their renewals,” Celata said. “It really helps.”
Another benefit? Celata never needs to wonder if a work order was completed. She’s now “able to assign the technician or a CSR a job based on a specific work order,” Celata said. “It's tied to that work order, and I get a notification when it's closed out.”
More than a TAD of ambition
This year, Celata learned that ServiceTitan keeps a leaderboard of companies with the highest TAD scores. Getting on that board “immediately became the goal,” Celata said with a laugh.
Each week, she carved out time to raise the shop’s score, but there are some points even she can’t get—yet.
“There's a lot of features that need a technician in the field to get the points, or a dispatcher,” Celata said. “We don't currently have a dispatcher, so we've not gained those points.”
But when it comes time to hire one, Celata will be ready.
“We at least know where to go and how to build (processes) based on the information that's in (TAD),” Celata said.
With a solid foundation set, Daland is confident Air Zero won’t be a small shop for long.
“There's nothing that's going to slow us down,” Daland said. “(...We’ve) got most of the processes in place, now it's just bringing on the talent. It's bringing on the customer base.”
“We're big believers in getting all (of our) processes set up now while we are smaller, so that when we are a $100 million company, it's already in place,” Celata said.
