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
intoaregularoceancontainer.Duetotheirirregu-larshape,wehadtouseanOpen-Topcontainerandcovertheover-heightsculptureswithatarptoprotectthemastheymadetheirwaywest.”
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.”
Thestudio’srequestforanOpen-TopcontainerhadLyndenstaffscramblingtolocateoneatarailyardandtransportitfromLosAngelestoPhoenixbytheloaddate.ButasTillexplains,“It’snotalways
Executive Perspective CWINGS
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LYNDEN ESTABLISHES NICHE MARKET FOR HOTEL INDUSTRY
ustomerExperienceManagementisgain- ingmomentumasamethodofimproving customerretentionandprofitability.Busi-nesses offering the best customer experienceshavelowcustomerturnover(nowcalledchurn)andmorereferrals.LyndenInternationalrecognizestheimportanceof our customer’s voice, andweareinthebeginningphaseofacompanyinitiativetoenhanceourcustomerexperiencesandtheVoiceoftheCustomer(VOC).
Customerswant tomakesure theyareget-tingthebestdealavailablefortheirtransportationdollars,butpriceisonlyonefacetoftheselectionprocess.Thecustomerexperience,frominitialcon-tacttofinaldelivery,isadrivingfactorthatdifferenti-atesoneforwarderfromanother.Notonlydopoorcustomerexperiencesdrivecustomersaway;theyalsohamperacompany’sabilitytogainnewones.
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.
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www.laf.lynden.com
destined for thewarehouse and later staging inthehotel.
Thechallengesincludedsecuring20-footpal-letpositionsonaircraftforcarpetmanufacturedinChina,andcoordinatingshipmentsofrawmaterialsfromItalyandMexicotoChinaformanufacturing.ThefinishedproductswerethenshippedfromChinatoLosAngeles.TheglobalnatureoftheprojectkeptLynden’scustomscrewandin-housebrokersbusy.
TaeftraveledfromLosAngelestothehotelsiteeveryfewweekstooverseeshipmentscomingintothewarehouseandtotroubleshootanyproblemsduringconstruction.“Wereallycandoitallforourhotelcustomers,”hesays.“Frominternationalship-ping,warehousinganddeliverytothehotelsite,weprovideavarietyofvalue-addedservices.”
This complete packageprovideshotelman-agementandconstruction teamswitheverythingneededwithouttheheadacheofdealingwithmul-tiplecontractorsandvendors.
ynden International is quickly establishing a nichemarket of helpinghotelsprepareforgrand
openingsaswellasassistingwithup-gradesandrenovations.AsitdidfortheAavaWhistlerHotelinBritishColumbia,Lyndenhasprovidedtransportationandlogisticsservicestoseveralresortsandhotelsoverthepastyear.
“From chandeliers and carpet tolamps and chairs,we canmove just
abouteverythingyoumightfindinahotel—thewholeshootingmatch,”explainsJimTaef,Lynden’sDistrictManagerinLosAngeles.
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
3
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.
■ FullserviceU.S.CustomsBrokerthatcanprovidebothCustomsclearanceandISF“10+2”filings.
■ ExpertisetobothimportersandexportersinavarietyofregulatoryissuestoensurecompliancewithU.S.tradelaws.
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.”
Lyndenoffersafullarrayofinternationaloceantransportationservices,including:
■ Full intermodal services throughout theU.S.andCanada, includingpick-upanddeliveryofimportandexportcargoes.
■ Complete ocean services for both Less-than-ContainerLoad(LCL)andFullContainerLoad(FCL)cargoesbetweentheU.S.andanypointintheworld.
■ FulloceanservicesbetweentheU.S.main-landandHawaii,PuertoRicoandAlaska.AMexicoofficewithservicesinandoutofallMexicanports.
■ ContainerFreightStation (CFS) services
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
greatestassets,butalsooneofourgreatestchal-lenges,”Shipskyreadilyadmits.“Weareasmallgroupwithintheairlineindustry,butoursizeallowsustobequick,nimbleandextremelyattentivetocustomers’needs.”
JetBluecargohasseenasteadyandrespect-able35percentgrowtheachyear,andthecargoteamisexpandingonthatgrowthbyaddingstra-tegicsalessupportinU.S.markets.“Ourgrowthwilldependonwherewefeelweareneededandwherewecanhelpourcustomersthemost.Weareexploringthatnowbysurveyingourcustomers;responsiblegrowthisparamountforus,”Shipsky
says. “We certainlywon’t build anarmyandwaitforawar.”
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
fresh-cutflowersarrivinginFortLauderdalefromSouthAmericaboundforU.S.markets.
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
JetBlue remains true blue to its customers
YOUABOVE
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areasonablerate.“Weareproudtosaythatweareentrenchedinthemarketandithasbecomeaveryimportantpartofourbusiness,”Shipskynotes.
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.
“TheCustomerBillofRightsisaprojectionofourentirecultureatJetBlue,”saysMateoLleras,ManagerofCorporateCommunications.“It’saboutbeingfairwhenweneedtobefair—withbusinesspartners,clients,customers—anddoingwhat’sright.”
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.
“Our size allows us to be quick, nimble…”
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astheeconomicdownturnminimizedthe importanceoftheCustomerExperience? InChapter 5 ofmy bookStrategy
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
ThemostrecentHarrisInteractiveCustomerExperienceImpactReportsurveyedconsumersonhowtheyengagewithcompaniesbothonlineandviaphone,whattheyfindfrustrating,andhownega-tiveandpositivecustomerexperiencesaffectthem.
Theydiscoveredthesefactsthatarestartlingtomostbusinessownerstoday:
■ 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.
So,it’sclearthatevenwhenfinancesaretight,peoplestillvaluegoodservice.
Why this study’s results are not surprising to me
Whenmoneyiseasytocomebycustomersaremorelikelytobemoreforgiving.Considerthisrestaurantdiningexample.
Whentheeconomywasboomingmanycou-plesfoundthemselvesdiningouttwiceperweekormore.Witheightto10dining-outoccasionspermonthasinglebadexperienceiseasilyforgotten.However,whenbelts tighten,monthly dining-outoccasionsmaysettlebacktojusttwoorthree.Withfeweropportunitiesto“splurge”onaneveningoutcouplesandfamiliesnowdemandthateachexperi-encejustifiestheexpenditureoflimitedfunds.Thusabadexperiencelikepoorservice,longwaittimesandcoldfoodmakesabiggerimpressionandstayswithuslonger.
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.
■ GenXers,asagroup,tendtotellthemostpeopleaboutabadexperience.
■ GenYersarethechattiestingeneral.Theyaremorelikelytotellsomeoneaboutagoodexperi-ence.Theyarealsothemostlikelytoshareabadexperience.
So,don’tyouthinkthatyoushouldfindoutrightnowexactlywhatyourcustomersaresayingaboutyourorganization’sperformanceoverthepast18months?Havetheirexperiencesdiminishedinthewakeofcorporateausterity?Aswebegintoseetherecessionbottomout,nowisthetimetoexplorethisissue;tofindnewwaysto improvethecustomerserviceexperience;toensurethatyourcustomershaveonlygoodthingstosay!
www.laf.lynden.com
IMPROVING CUSTOMER EXPERIENCES
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.
Security compliance plusLyndenhasworkedcloselywiththeTransporta-
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.”
Joe McAllisterDistribution Center Manager
Volvo Cars of North America, LLCOntario, CA
makesure theproductquality ismaintainedanddealwithseasonalpeaks.WithLynden,Idon’thavetothinktoomuchaboutit—Ijustknowitwillbetakencareof.”KendalFloralalsowonFredMeyer’sTopVendorAwardin2006.
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.
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WINGS
SYSTEM MEETING RECOGNIZES TOP PERFORMERS FOR 2010
“I twasgoodtogeteveryonetogetherto recognizeourtopperformersfor2010,” saysLyndenInternationalPresidentDaveRichardson.Theget-togetherwasLynden’sannualSystemMeeting,heldApril7and8inSeattle.Eachyearthecompanyhonorsitstopemployeeachiev-erswithavarietyofawards.
TheStanleyCup formost valuable stationwaspresentedtoPortlandforthehighestrevenuegrowth, customer satisfactionand systemopera-tionsrequirementsfor2010.Thetopinternational
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.