Lennox | Digital Return Process | E-commerce, B2B
Boris Todtenhaupt
Quick Facts
The Company: Lennox International
The Industry/Domain: Manufacturing | E-commerce | B2B
My Role: E-commerce Product Manager
The Goal: Create a digital return process that improves customer experience and increases digital revenue
The Outcome: $4m annual, digital revenue increase; 2 point NPS increase
The Challenge
Lennox International, a global leader in heating, ventilation, and air conditioning (HVAC) systems, faced a significant challenge in its e-commerce operations. The company’s existing product return process was cumbersome and disconnected, leading to customer dissatisfaction, increased return costs, and missed opportunities to engage customers digitally.
To maintain its competitive edge, Lennox sought to create a seamless, user-friendly digital returns process that would:
Improve the customer experience and satisfaction.
Streamline return operations to reduce inefficiencies.
Increase digital revenue by retaining and upselling customers during the return journey.
My Approach
My Approach
As the E-commerce Product Manager, I led a cross-functional team of 18 members (Development, UX Design, Business Analysis, Quality Assurance, SEO, and data analysts) through the 10-month journey from discovery to release. Key steps included:
Customer-Centric Discovery
Conducted workshops and interviews with customers and stakeholders to identify pain points in the existing return process.
Mapped out the customer journey to uncover friction points and inefficiencies.
Streamlined Workflow Design
Designed an intuitive, fully digital return process that included automated return authorization, dynamic return labels, and status tracking.
Introduced a recommendation engine to surface upsell opportunities during the return process.
Agile Development & Delivery
Implemented SCRUM practices, with bi-weekly sprints and daily stand-ups, to deliver iterative improvements.
Leveraged the SAFe framework for scaling collaboration across the development and business teams.
Testing and Optimization
Conducted A/B testing to validate the impact of new features on customer satisfaction and retention.
Partnered with data analysts to monitor key performance indicators (KPIs) post-launch and iterate as needed.
The Impact
Revenue Growth
Achieved a $4M annual increase in digital revenue, driven by higher digital adoption and improved upsell opportunities during the return journey.
Customer Experience
Boosted the Net Promoter Score (NPS) by 2 points, reflecting improved customer satisfaction with the seamless and intuitive return process.
Efficiency Gains
Reduced manual intervention in the return process, freeing up internal resources for higher-value activities.
Timely Delivery
Delivered the solution in just 10 months from conception to roll out, by effectively aligning an 18-member cross-functional team and leveraging SCRUM and SAFe methodologies.
Key Learnings/Highlights
The importance of aligning technical teams and business stakeholders around customer-centric goals to drive impactful results.
Leveraging agile practices (SCRUM and SAFe) to manage complexity, maintain team and stakeholder alignment and deliver within tight timelines.
Demonstrating measurable business value through data-driven design and iterative improvements.
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Posted Dec 17, 2024
Developed a digital returns process for Lennox, boosting annual revenue by $4M and NPS by 2 points. Delivered in 10 months using SCRUM/SAFe.
