Lennox | Optimizing the Voice of the Customer Process
Boris Todtenhaupt
Product Manager
User Researcher
Low-Code/No-Code
Azure DevOps
Microsoft Excel
Microsoft Power Automate
Quick Facts
The Company: Lennox International
The Industry/Domain: Manufacturing | E-commerce | Product Management
My Role: E-commerce Product Manager
The Goal: Improve Voice of the Customer process to create a streamlined, automated process to capture structured, actionable feedback
The Outcome: Reduced process inefficiencies by 75% and enabled the collection of high-quality, structured qualitative and quantitative feedback.
The Challenge
Lennox International, a global leader in heating, ventilation, and air conditioning (HVAC) systems, faced inefficiencies in its Voice of the Customer (VoC) process. Feedback was collected manually or provided to PMs in a fragmented, unstructured fashion. This led to delays, inconsistent data quality, lost opportunities and misalignment between user needs and product backlog priorities. The organization needed a streamlined, automated process to capture structured, actionable feedback and align it with strategic goals.
My Approach
As Product Manager, I led the optimization of the VoC process, ensuring alignment with strategic priorities while improving efficiency. Key steps included:
Process Automation
Designed and implemented an automated feedback process using Microsoft Power Automate, eliminating manual input and delays.
Integrated Microsoft Forms to gather user feedback through well-structured, non-leading questions tailored to specific goals (e.g., feature validation, usability concerns).
Structured Feedback Collection
Separated feedback into qualitative and quantitative streams, allowing for targeted insights.
Automated the extraction of quantitative data into Excel for advanced analysis and reporting.
Backlog Integration
Created a system where new user feedback automatically triggered the creation of user stories.
Product Managers were notified instantly for approval and prioritization in the product backlog, ensuring alignment with strategic objectives.
Iterative Optimization
Conducted stakeholder reviews and analyzed survey performance to refine questions and workflows for optimal data accuracy and usability.
The Impact
Efficiency Gains: Reduced process inefficiencies by 75%, streamlining user feedback collection and processing.
Data-Driven Decisions: Enabled the collection of high-quality, structured qualitative and quantitative feedback, improving product backlog prioritization.
Increased Alignment: Ensured user needs were consistently tied to strategic goals, enhancing the relevance of backlog priorities.
Time Savings: Eliminated manual effort, allowing teams to focus on actionable insights and product improvements.
Key Challenges Addressed
Manual Processes: Replaced time-consuming, error-prone manual steps with automated workflows.
Data Quality: Ensured feedback consistency through well-designed forms and automated data extraction.
Strategic Alignment: Aligned real user feedback with backlog prioritization to deliver value-driven product decisions.
Key Learnings/Highlights
Automating feedback workflows significantly improves efficiency and decision-making.
Tailoring survey questions to avoid bias ensures high-quality, actionable user feedback.
Integrating structured feedback directly into backlog management strengthens strategic focus and product impact.
