Lennox | Optimizing the Voice of the Customer Process by Boris Todtenhaupt

Lennox | Optimizing the Voice of the Customer Process

Boris Todtenhaupt

Product Manager

User Researcher

Low-Code/No-Code Developer

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.

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Posted Dec 17, 2024

Optimized the Voice of the Customer process, reducing inefficiencies by 75% and aligning user feedback with product backlog priorities through automation.

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