Mapping out the Customer Journey of a Commercial and Industrial HVAC/R company
About the client
Lennox EMEA, now part of LFB Group, is a prominent leader in the European, Middle Eastern, and African commercial and industrial HVAC and refrigeration markets. With a legacy of innovation through brands like Friga-Bohn, HK Refrigeration, and Lennox, they serve diverse industries and a wide range of customers, from large project consultants to maintenance contractors.
The Scenario
As Lennox EMEA expanded across multiple countries, its digital infrastructure remained decentralized—each market operated its own web assets, communication tools, and marketing workflows. This fragmentation limited visibility, slowed campaign execution, and created inconsistencies in branding and customer experience. To stay competitive and scale effectively, Lennox EMEA needed a unified digital strategy that could align its teams, support multilingual operations, and enable faster go-to-market execution across the region.
The Problem
Lennox EMEA recognized that their existing website experience wasn't fully meeting the evolving needs of their diverse customer base.
They faced several key challenges stemming from a lack of deep user understanding:
- Disjointed Digital Experience: Information was difficult to find, leading to customers and sales teams relying on emails for technical documents, which were often too large to send.
- Missing Critical Content: The website lacked essential resources like 3D images, exploded views, case studies, electrical/mechanical drawings, and BIM/Revit files, which are crucial for engineering offices and contractors.
- Language Inconsistencies: The website suffered from language inconsistencies, creating confusion for users in different countries.
- Inefficient Product Selection: There was no easy-to-use online selection software for product selection , making it challenging for customers to find the right solutions for thermal load calculations.
- Poor Accessibility for Key Information: Legacy product information, installation manuals, warranty documents, and spare parts details were not easily accessible.
- Competitor Lag: A competitive analysis revealed that key competitors offered features like robust customer portals, easily accessible spare parts catalogs, and sophisticated product finders that Lennox was missing.
Ultimately, these pain points meant lost opportunities for customer self-service, increased burden on internal sales teams, and a less competitive online presence.
The Solution
Ayruz partnered with Lennox EMEA to conduct a comprehensive
Website Revamp Research and Findings program aimed at thoroughly understanding user needs and pain points to inform a data-driven website strategy. Our methodology involved extensive
group research and detailed interviews with a wide array of stakeholders.
Our approach included:
- Voice of Sales (VOS) Interviews: We conducted in-depth interviews with sales representatives across different countries and product lines (HVAC and Refrigeration).
- Voice of Customer (VOC) Interviews: We engaged directly with customers and distributors across various countries and products to gather their insights. Targeted external stakeholders included contractors, project consultants, and wholesalers.
- Structured Interview Process: Interviews were structured to understand customer profiles, how they discover information, their user behavior, current website actions, and their vision for an ideal website.
- Needs Matrix Development: Based on the extensive survey and interview inputs, we prepared a "Need Matrix" highlighting the core requirements of all stakeholders.
- End-to-End Customer Journey Mapping: We meticulously mapped the customer journey for both HVAC and Refrigeration users, identifying key pain points and touchpoints across stages like project tendering, design, installation, inspection, and maintenance. This mapping revealed critical needs such as the availability of technical documents, drawings (BIM, Revit, AutoCAD), case studies, online selection software, and quick access to product data and specifications.
- Competitor Analysis: We conducted a detailed analysis of competitor websites to identify salient features and best practices in terms of product catalogs, customer portals, and content presentation.
- Strategic Recommendations: Based on all gathered insights, we provided a comprehensive set of recommendations for the new website, focusing on improved technical information accessibility, relatable case studies, accurate language translation, preselection tools, a robust product catalog, and improved customer support integration. This included recommendations for a product catalog allowing filtering by application, load size, and refrigerants.
Key Results
Enhance Information Accessibility
Improve User Experience
Strengthen Customer Engagement
Ensure Brand Consistency & Localization
Guide Future Digital Development
Hear From Those Who Worked With Us.
"Ayruz helped us focus on the best paths to market for increasing our social media presence and we were able to measure our programs and quantify revenue opportunity and sales realized. They are one of the best in the industry and I have utilized them and every company that I have worked at. A hidden gem and worth the investment."
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"Ayruz's understanding of user behavior and targeting precision helped us drive real conversions, not just traffic. The $7 acquisition cost was a breakthrough for us."
"Sanil and his team make a difference in our daily job. They are always available, with practical and consistent solutions and orientations. It is undeniable the expertise and professionalism of the team."
"Great experience with Ayruz’s team. Challenging projects developed in a very short time with high quality level. Indeed one of the best companies in the market."
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