WINGS The resource magazine for cargo professionals Summer 2011 Vol. 19, Issue 1 D THE FINE ART OF SHIPPING ART Strange Creatures sail to France via Lynden Continued on page 3 ave Coles squints into the Arizona sun as he watches a crane operator attach straps to a 40-foot Hapag-Lloyd container. With a whine, the crane’s boom slowly lifts the 18,000-pound box off the ground, pivots and carefully places it onto a waiting lowboy trailer. Visible just above the container’s rim are the undu- lating shapes of “Warrior” and “Octopus.” Part of the Strange Creatures collection created by internation- ally known artist Rotraut, the oversized aluminum sculptures are two of seven bound for the port of Los Angeles where they will be loaded onto a ship sailing for Fos Sur Mer, France. Coles double-checks the container as it is secured for the 375-mile truck trip from Paradise Valley, AZ to the California coast. It’s been six hours of precise loading — sculptures into container and then container onto trailer. Finally, the truck driver pulls away from the parking lot into the residential neighborhood and disappears around the corner. “These moves are always nerve-wracking due to the irreplaceable nature of the cargo,” he explains. Coles manages Lynden International’s Phoenix office and he says this project took eight weeks of advance planning. “We knew it would be challenging when we went to the studio to measure the sculptures and realized they wouldn’t fit neatly into a regular ocean container. Due to their irregu- lar shape, we had to use an Open-Top container and cover the over-height sculptures with a tarp to protect them as they made their way west.” The one-of-a-kind sculptures (pictured above) are just some of the many types of art Lynden International moves for Arizona art studio Tete A Tete. The studio and its Director Manuel Luiz count on Lynden’s care and attention to detail. “We have worked with Lynden for more than 10 years,” Luiz says. “They have done very well and given us peace of mind in shipping our art all over the world.” With art moves, the standards are high — and exacting. “The artists want what they want. The sculptures and paintings are their babies, and we must treat them accordingly,” says Phoenix Sales Manager Paul Till. “The ocean shipment of the sculptures could’ve been handled in a variety of ways, including loading the pieces onto a flatbed and containerizing them at the LA port, but they wanted to load the pieces into the container them- selves at precisely 8 a.m. at the studio.” The studio’s request for an Open-Top container had Lynden staff scrambling to locate one at a rail yard and transport it from Los Angeles to Phoenix by the load date. But as Till explains, “It’s not always
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WINGS
The resource magazine
for cargo professionals
Summer 2011
Vol. 19, Issue 1
DTHE FINE ART OF SHIPPING ART
Strange Creatures sail to France via Lynden
Continued on page 3
ave Coles squints into theArizona sun as he watches a crane operator attach straps to a40-footHapag-Lloydcontainer.Withawhine,thecrane’sboomslowlylifts the18,000-poundboxoff theground,pivotsandcarefullyplacesitontoawaitinglowboytrailer.Visiblejustabovethecontainer’srimaretheundu-latingshapesof“Warrior”and“Octopus.”PartoftheStrangeCreaturescollectioncreatedbyinternation-allyknownartistRotraut,theoversizedaluminumsculpturesaretwoofsevenboundfortheportofLosAngeleswheretheywillbeloadedontoashipsailingforFosSurMer,France.
Coles double-checks the container as it issecuredforthe375-miletrucktripfromParadiseValley,AZtotheCaliforniacoast.It’sbeensixhoursofpreciseloading—sculpturesintocontainerandthencontainerontotrailer.Finally,thetruckdriverpullsawayfromtheparkinglotintotheresidentialneighborhoodanddisappearsaroundthecorner.
“Thesemoves are always nerve-wrackingdue to the irreplaceablenatureof thecargo,”heexplains.Colesmanages Lynden International’sPhoenixofficeandhesaysthisprojecttookeightweeksofadvanceplanning.“Weknewitwouldbechallengingwhenwewenttothestudiotomeasurethesculpturesandrealizedtheywouldn’tfitneatly
Theone-of-a-kindsculptures(picturedabove)are just some of themany types of art LyndenInternationalmoves forArizonaartstudioTeteATete.ThestudioanditsDirectorManuelLuizcountonLynden’scareandattentiontodetail.“WehaveworkedwithLyndenformorethan10years,”Luizsays.“Theyhavedoneverywellandgivenuspeaceofmindinshippingourartallovertheworld.”
Withartmoves,thestandardsarehigh—andexacting. “Theartistswantwhat theywant.Thesculpturesandpaintingsaretheirbabies,andwemusttreatthemaccordingly,”saysPhoenixSalesManagerPaulTill. “The ocean shipment of thesculptures could’vebeenhandled ina varietyofways,includingloadingthepiecesontoaflatbedandcontainerizing themat theLAport, but theywantedtoloadthepiecesintothecontainerthem-selvesatprecisely8a.m.atthestudio.”
Today,most customers use online tools ormobiledevicestopurchasecargotransportation,sogettinganaccurateviewofthecustomerexperi-enceisnotasimpletask.TheVOCisnotthesame
asanannualsatisfactionsurvey—itisabouttrulyengaging the customer at the timeof a specificinteractionatthepointtheexperiencetakesplace.Thismethodincreasesresponseratesanddataac-curacysodecisionsforimprovementcanbebasedonsolidinformation.
By using the VOC to drive our customerenhancements, Lynden International creates abusinessmodel that differentiates us from thecompetition.Wewantourcurrentcustomerstohavesuchapositiveexperiencethattheyreferustooth-ers.Referralsindicatecustomerloyaltyandresult inbottom-lineresults.We are very excitedabout the upcoming changesand encourage our customersto“voice”theirexperienceswithLynden.Itonlymakesusbetter.
L
www.laf.lynden.com
destined for thewarehouse and later staging inthehotel.
For one customer, Lyndenbrought air ship-mentsintoitsLosAngelesstationfromTurkeyandChinaandarranged full truckload transport to a100,000-square-footwarehousenearthebuildingsite. It alsohandledgrounddomestic shipmentsfromGeorgia,NewYork andNew Jersey—all
Laura Sanders
Vice President,
Operations
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includingcrating,packingandpalletizing, loadingcontainers andblocking/bracingof export cargo,and receiving, unloading and delivery of importcargo.
■ Ability to handle over-dimensional cargo,flatracksandOpen-Topcontainers,breakbulkandprojectcargo.
■ All import and export documentation tomeettherequirementsofU.S.Customsandothergovernmentauthorities,LettersofCredit,etc.
TeteATeteisn’tLynden’sonlyoceancustomer,but theart studiocertainlyputs thestaff throughits paces and provides a unique showcase forthemulti-modal transportation capabilities of thecompany.“Theythrowalotofchallengesourway;alotofoutside-the-boxstuff,butweactuallylookforwardtoit,”Colessays.“Sometimesitrequiresfindingnewresourcesthatwearen’tusedto,butwestarttalkingtopeopleandbeatingthebushes,andwealwaysmanagetomakeitwork.Isn’tthatLynden’smotto?Wemaketheimpossiblepossible.”
Continued from page 1aboutwhat’seasiestorthemostexpeditious.It’saboutlisteningtothecustomerandmakingitworkforthem.”
The paintings and sculptures Lynden shipstoFrance,SwitzerlandandotherlocalesforTeteATeteareoftenvaluedfrom$50,000to$200,000eachand the shipments require detailed knowl-edgeof customs rulesand regulations. “Wearetrueexpertsatexportandimportdocumentation,”Colessays.“OnoccasionwehaveshippedartonatemporarybasisforexhibitionandarrangedforthestudiotoavoidpayingdutytaxwhentheartcomesbackintotheU.S.Thosechargescansometimesbe asmuch as $2,000, so our knowledge andexperienceisanaddedvalueforourcustomers.”
Whenitcomestochoosingoceanorair,manyart studios andartists select ocean for shippingheavy,oversizedsculpturesormulti-mediawork.And in the past few years,more customers areexploringocean transport foreconomic reasons.Lyndenoffersspecializedserviceandassistancefor those new and returning ocean customers.“Theycandependonustotakecareofit—wewillwalkthemthroughitandexplaineverything,”Colesexplains.“Wetakealotofstepsandprecautionstoanticipatethingsthatmayhappen,andweusecarriersweknowandtrust.”
The container is hoisted and placed onto a waiting lowboy trailer at the art studio in Arizona.
Shrink-wrapped sculptures ready for shipping.
“It’s about listening to the customer and making it work for them.”
WINGS
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www.laf.lynden.com
ounded 11 years ago as a customer servicecompanythatjusthappenstofly airplanes, JetBlueAirways has stayedtruetoitsorigins.“FounderDavidNeelemangotusoffontherightfootandPresidentandCEODaveBargercontinues to instill the ‘humanity’ factor inourairtravelandcargobusinesstoday,”explainsCarlShipsky,ManagerofSystemCargoSalesatJetBlueheadquartersinNewYork.
JetBlue’sfocusisonsimplicityandfun.Whimsi-caltoucheslikenamingtheAirbusA320s“OleBlueEyes,”“BlueSuedeShoes”and“SacreBleu!”attractcustomersandkeepthemcomingback.Withafleetof163jetsserving64citieswithmorethan700dailyflights,JetBluemaynotbethebiggestpassengeror cargoairline, but it offers a uniquely personalexperiencetoitscustomers.“Oursizeisoneofour
JetBlue’s lift options are alsogrowing.NewdirectroutesfromLongBeachtoAnchorage,TampatoSanJuan andNewark to Bostonwereadded in May.Alaska customerswill enjoy direct flights toSouthernCalifornia,whichareusuallylimited.Flying intoLongBeachgivescargocustomersadditionaloptions.
JetBlue’s cargo hubs are inBoston,NewYork (JFK),Orlando,Fort Lauderdale, LongBeach andSanJuan,andperishablesmakeupalargeportionoftheairline’scargobusiness.Thousands of pounds ofseafoodmove inandoutofBostonandSeattle eachmonthaswell as
Butit’sJetBlue’ssensitivehandlingofaveryprecious type of cargo that sets it apart. “Ourcompany isbasedonfivevalues:safety,caring,integrity,funandpassion,”Shipskysays.“Safety,caringandintegritycomeintoplaywhenwetalkabout human remains.You are facilitating thetransportationofsomeonewhoisveryspecialtosomeoneelse.Apersonisnotanairbillnumber.Itisthemosthands-ontypeofbusinesswedoandwetakeitveryseriously.”
JetBlue’s commitment to compassion anddignityinthiscargosectorhasgrownthebusiness,andtheairline ishighlyregardedamongfuneralhomesaround the country.A seasoned teamofsalesprofessionalshandleseachcallandensures
The personal aspect of JetBlue’s businessisalsoevidentintheawardsitreceives.Itiscon-sistently rankedhighest in customer satisfactionamonglow-costcarriersinNorthAmericaand,inFebruary,JetBluereceivedthehighestrankingincustomerserviceintheairlineindustryfromJ.D.Power andAssociates for the sixth consecutiveyear. It is the first and onlyU.S. airline to offeritsownCustomerBill ofRightswhichspellsoutspecific compensation for customers if they areinconveniencedduetoadelayorcancellationthatiswithinJetBlue’scontrol.
Andpossiblykeepingthebusinessmodelassimpleaspossible.ForJetBlueCargo,thatmeansproviding“allin”rates.Otherairlinesmayprovidean initial rate then add a fuel surcharge plus asecurity surcharge. JetBlue ratescontainnoad-ditionalcharges.“Ourratesandourcommitmenttoourcustomersandtheircargoare‘allin,’”saysShipsky.“Wearetryingtosimplifythispartofthecargobusinessandbeastransparentaspossible.Ithinkcustomersappreciatethat.”
Alongwithrates,JetBlueisreviewingtheentirecargoexperienceforitscustomers.“Whenadriverpulls up to one of our facilities, is itwell-lit andclean?Arethepeoplefriendly?”Shipskyasks.“Wewanttoknowifourcargofacilitiesandofficesareplacesthatcustomersknowtheywillbewelltakencareof.”Over thenext severalmonths, JetBluewillbegatheringdataandsurveyingcustomerstohelppinpointareasforimprovementandpossibleexpansion.Aspartofthateffort,anewiCargosys-temwentliveApril1tostreamlineonlineshipmenttrackingandtracing.
AsJetBluemovesintoitsseconddecade,bothShipskyandLlerasagreethatabitoffine-tuningis in order. “What got us herewon’t necessarilygetus there,”notesShipsky. “Weneed toadaptto today’seconomicclimate,customerbaseandtypeofcargo.”
For Lleras, thebiggest challenge is keepingtheuniqueJetBlueculturealive.“Wehavealwaysknownthatleatherseatswithmorelegroomsetsusapartonthecustomerside,butthosethingscanbereplicated.Thehumanfactoriswhatwillcontinueto set us apart both on the customer and cargoside,”hesays.
Activation: How to Turn Your Vision into Market-place Success,Italkabouthowimportantitistoimproveyourholisticcustomerexperiencetodif-ferentiateyourcompanyfromyourcompetitors.Asproductsandservicescontinuedowntheinexorablepathtowardcommodificationitistheongoingcus-tomerexperiencethatdrivescustomerstochooseonevendoroveranother.
However, in thepast twoyears,as theeco-nomicdownturnhasforcedsignificantchangesincustomerbehavior,manyhavequestionedtheim-portanceoftheoverarchingcustomerexperience.Thesenaysayersclaimthatintoughtimespriceistheonlythingthatmatters.Customers,theysay,aremorelikelytoacceptabadexperienceaslongastheyaregettingagooddeal.Thisperspective,however,isnotconfirmedbythedata.
When money is tight, customers expect an even greater customer experience
■ 87 percent of the surveyed consumersstoppeddoing businesswith an organization orcompanybecauseofanegativecustomerexperi-ence.That’supfrom68percentreportedjusttwoyearsago.
■ Even during tough economic times, thesignificance of customer experiences does notdwindle.Morethanhalf(58percent)ofconsumerspolledsaidtheywillpaymoreforabettercustomerexperienceduringadowneconomy.
■ Consumersstatedthatthemostimportantthingcompaniescoulddo toencourage them tospendmore is to improve the overall customerexperience.
Onceyouhaveabadcustomerexperience,youmaywaitmonthsbeforeyouvisitthatrestaurantagain—andthat’sifyouevergoback.Plus,you’llprobably tell your family and friends about yourexperience.Thiswillmakethemthinktwicebeforetheyvisitthatrestaurant.
Real proof that bad customer experience news travels far
A recentlypublishedForresterResearch re-port “HowCustomerExperienceDrivesWordofMouth”cites:
■ Consumers tend to discuss bad experi-enceswithmorepeople than theydiscussgoodones.
Strategy Execution Consultant Scott Glatstein, President of Imperatives LLC, turns market opportunities into record- breaking profits even in a recession. Now, with his new book, Strategy Activation: How to Turn Your Vision into Marketplace Success, Glatstein unveils his groundbreaking plan for improved customer experiences and high strategic profits. Get your free sneak preview at www.strategyactivation.com.
H“...when finances are tight, people still value good service.”
Inside InformationNews briefs fromaround the LyndenInternational system
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New JFK location bigger and betterLynden’sNewYorkcustomersandemployees
areenjoyinganewofficelocationrightacrossthestreetfromJFKInternationalAirport.“Wecanac-tuallyseetherunwaysandplanestakingoffandlanding,”saysWilliamYi,InternationalOperationsManager.But therealplus is the40,000-square-footwarehouse thatwillallowLyndenstaff to in-creaseproductivity,betterservecustomersandhelpposition theofficeasagateway toEurope. “Thehugewarehouse is rightnext toourofficewhichgivesusimmediateaccesstocustomers’freight,”Yi explains. “It’s truly a state-of-the-art complexwith tight security.”The newoffice is located at230-79InternationalAirportCenterBlvd.,Suite105,Jamaica,NY11413.Thephonenumber remainsthesame:(718)632-8710.
tionSecurityAdministration(TSA)toensureminimaldisruption of service related to the 100 percentcargoscreeningrequirementforpassengeraircraftthatwentintoeffectAug.1,2010.SeveralLyndenlocationshavenotonlymetbutexceededthere-quirementsbyofferingcustomersCertifiedCargoScreeningProgram(CCSP)facilitiesequippedwithstate-of-the-art scanningmachines. InPortland,LyndenistheonlyforwarderwiththesophisticatedX-rayequipmentatthePDXairport.Themachine’swide opening allows for cargo screening at theskidleveltokeepfreightmovingandontoitsfinaldestination.Other Lynden locationswithCCSPfacilitiesincludeChicago,LosAngeles,Anchorage,BaltimoreandWashingtonD.C.
A shout-out from Kendal Floral Contributingtothesuccessofcustomersisone
ofLynden’songoinggoals.Thiswinter,customerKendalFloralreceivedFredMeyer’sTopVendorof2010Award.LyndenhelpsthePortland,ORfloristsend300casesoffreshcutflowerseachweekto11FredMeyerstoresinAlaska.AccordingtoAc-countManagerMattLeonard,Lynden’sserviceisavitalpartofthecompany’sabilitytoshipitsdelicatecargoallthewayfromtheLower48toAlaska.“It’sagreatpartnership,”Leonardexplains.“Whenyouship thousands of temperature-sensitive flowersnortheachweekyoucanhaveissues.Wehaveto
The Inside ScoopWhat customers are sayingabout Lynden International
“Lynden does a great job for us. Keep up the first-class service.”
Above: The new JFK office is right across the street from the airport. Note the control tower reflection in the windows. Right: The JFK staff.From left to right, William Yi, Debbie Diaz, Andy Walters, Jennie Cronin, John McCann and Jayson Wu.
service centerwas LosAngeles.TheHonolulu,Dallas,SeattleandLosAngelesstationwereeachrecognized forOperational Excellence, and theLynden International LogisticsCo. (LILCO)Op-erationalExcellenceAwardwaspresentedtotheCalgaryoffice.
“I can honestly say my job is never boring.”— Kirk Schweikart
TopGunServiceCenterswere recognizedforoutstandingsalesperformance.TheyincludedSeattle,Portland,BaltimoreandNewYork(JFK).MattWetherbeeofthePortlandstationtookhometheRainmakerAward for an individual or ownerwhomeetsgrowthgoals,isprofitableanddelightscustomers.Seattle’sDistrictOperationsManagerKirkSchweikartwon theHallofFameAward forproviding long-termsuccess in thecompanyandindustry.
“Inacompanywithsomanytalentedpeople,itisanhonortobesingledout,”Schweikartsays.“EventhoughIhavebeeninmypositionformanyyears,Icanhonestlysaymyjobisneverboring.MycareerattheSeattleServiceCenterhastakenme through positions in thewarehouse, office,customer service andmanagement.”SchweikartbeganworkingforLyndenin1984.