MARKETING/ CUSTOMER SPECIAL.......The LEGO - Apple - Nordstrom Expert Path To Customer Loyalty:

The LEGO - Apple - Nordstrom Expert Path To Customer Loyalty: 

Consulting How Great Brands Build Customer Service Engagement
 

LEGO retail store greeter, Copenhagen © Micah Solomon micah@micahsolomon.com

Customer loyalty has a dubious relationship to customer loyalty programs, customer loyalty cards, customer loyalty rewards. Dubious at best.

Programs and rewards deserve consideration in your marketing mix, but it’s a novel, even cynical use of the English language for a consultant to tell a merchant that when a customer hands you a card to scan at the register it’s somehow akin to having created a loyal customer.

Take 23 seconds to think about it. Apple customers are famously loyal. Nordstrom customers are famously loyal. Southwest Airlines customers are famously loyal.

Yet there’s not a single shopper I’ve ever surveyed who’s responded “I’m loyal to Nordstrom because of their rewards program.”

(Instead, loyal Nordstrom customers I survey say it’s because “I like my personal shopper”/”They delivered my shoes to me at home when I was on crutches”/”They take back my returns, no questions asked”/”I feel they have my back when something goes wrong.”)

And I’ve never heard: “I’m loyal to Apple because of their [nonexistent] rewards program.”

(In my own case, my longtime — since 1981 — Apple loyalty was reinforced this year by the genius at the store at Suburban Square who was able to resolve an issue with my beloved MB Pro Retina within hours. )

And I haven’t ever heard:

“I’m loyal to Southwest Airlines because of Rapid Rewards.”

So what does create a loyal customer?  Well, I think you can see a theme in my examples above: Sometimes, it takes having something go wrong–and handling it correctly, rising to the occasion in a way that cements your customer’s attachment to your brand.

What does “handled correctly” mean?  It means that your customer service problem-resolution process successfully serves the emotional needs of your customers.

This means, in part, teaching your staff to apologize and empathize immediately with the customer’s version of the story, sincerely and without hesitation or equivocation, saving the idea of ‘‘right and wrong’’ for another time.

This can feel uncomfortable, but it’s worth it:  A response like this can make a customer more loyal than if things hadn’t gone wrong in the first place.

I know this sounds a tad like pollyannish hooey, so let me give you an example, featuring one of the truly great brands of our time: the Danish company, LEGO.  Then I’ll explain the methodology behind the approach.

LEGO knows that every once in a while some of its plastic bricks will fail to make it into one of its kits, or that one of LEGO’s youthful customers will lose a few specific bricks and become frustrated partway through a challenging project. Where the problem originates doesn’t matter; either way, LEGO realizes that it’s a problem for the company. I became aware of this when my ten-year-old was three quarters of the way through a challenging LEGO kit modeled on Fallingwater, Frank Lloyd Wright’s architectural masterpiece.

(LEGO kits are of an order of magnitude more intricate than what was available when I was a kid,when yellow, blue, and red were the primary — get it? — options available.)

‘‘Hey Dad, there are two bricks missing.’’ Forgetting that my daughter’s twice
as smart as me, I cluelessly asked, ‘‘Are you sure?’’ ‘‘Yes, Dad, I’m sure,’’ she responded impatiently, and, of course, she proved to be right.

We looked on the web together and discovered that LEGO had a convenient way to order missing pieces, gratis. Super. But what was really super was the letter that came with the replacement bricks. Some highlights from their letter:

Thanks for getting in touch with us. I’m sorry there were item(s) missing from your new LEGO set. We try really hard to make sure all LEGO toys are perfect, but sometimes a faulty one sneaks through. Actually—controlling the quality of the toys that leave our factory is a big job (about seven LEGO sets are sold every second!) . . . and we have a whole department of experts (and machines) who test every LEGO set before it leaves us—they even weigh every box to make sure there’s nothing missing. We’d like to get even better at catching any faulty LEGO sets, though, so I’m passing your comments on to the team in charge of testing. It’ll help them make sure this doesn’t happen again. [Emphasis mine.]

A response like this can make things better–bring the customer closer to, more engaged with, and ultimately more loyal to your brand than if things hadn’t gone wrong in the first place, through its well-thought-out, customer-involving approach.

How can that be?  Because it brings a customer closer to the company: now the customer has gone through this event with your company, has come out the other side, and feels that they’re both on the same team.

Note, especially, how the LEGO letter makes a point of including my daughter in the process of improving things at LEGO.

****

Expect things to go wrong. Plan for this eventuality, keeping the
emotional needs of your customer central.

http://www.forbes.com/sites/micahsolomon/2013/12/14/legos-expert-path-to-customer-loyalty-consulting-their-brick-by-brick-approach/

HEALTH / KIDS SPECIAL................................ OBESITY IN KIDS ON THE RISE IN MUMBAI

OBESITY IN KIDS ON THE RISE IN MUMBAI  In the last couple of years, the city has witnessed a steady increase in obesity among children. Here is all you should know about this potentially life-threatening condition...      ‘Cute’ is an adjective that is often used to describe chubby, plump and fat kids. The tendency, unfortunately, is to overlook the fact that the child in question might actually be heading towards morbid obesity. And, experts warn, obese children often slip into clinical depression. Says senior bariatric surgeon Dr Ramen Goel, “A marked reticence in going to school is also seen, especially in the 10-13 age group.” Often, parents wake up to the problem only after the child is diagnosed with a disease like diabetes.     Bariatric surgeon Manish Motwani says, “Living with morbid obesity is extremely difficult for any individual, especially an adolescent.” ON THE RISE According to Dr Goel, Mumbai has a high incidence of obese children in the age-group of 0-14 years. Says he, “Excessive consumption of caloriedense food, frequent eating out and lack of physical activity are the main reasons for severe obesity in young children.”     Dr Motwani agrees. “In fact, almost one in five children and adolescents are overweight; and the numbers are increasing,” he adds. Today, more children are being diagnosed with diabetes, hypertension and other co-morbid conditions associated with obesity - - similar to those seen in obese adults.     According to the National Diabetes, Obesity and Cholesterol Foundation, the prevalence of overweight/obesity among teenagers in Mumbai’s private schools is 33.9%. And, in public schools, it’s 8.4%.     Dr Goel explains, “Using past studies by the Indian Journal of Medical Research as a base, there’s an average 2.5% increase in childhood obesity in India, over a two-year period. Childhood obesity is more prevalent in the higher socio-economic strata. Obesity clearly demonstrates a familial tendency. A recent study demonstrated that the odds of children aged seven becoming obese if the father, mother or both had obesity were 2.93%, 4.66% and 11.75%, respectively.”     Pediatrician Dr Jayesh Sheth says that a simple thing like watching TV during meals can be harmful, “Most kids eat while watching TV, and so don’t realise that they are overeating,” he says. HOME REMEDY Ayurvedic physician Dr Smita Naram says, “Dried Garcinia fruit (available easily in Kerala stores; is called Kudampuli) or 3 pieces of Kokum are to be soaked in half a glass of water for ½ hour. Squeeze the kokum and filter the water. Add Cumin powder ½ tsp, Ajwain powder ½ tsp, Asafoetida one pinch and Fennel powder one tsp. Mix all well in the kokum water and drink. Drink this freshly made mixture twice daily. This improves metabolism remarkably and burns fat.” CAUSES Sedentary lifestyle Faulty food habits Loss of family meal concept Genetic factors TREATMENT Weight management programme includes changes in diet plan, limiting the time kids watch television and engaging them in physical activities like outdoor sports. Dr Goel says, “However, these work only temporarily; weight regain is seen in over 90% cases. Bariatric surgery is an option to sustain weight loss, but selection criterion for candidates is strict. The child’s understanding of the surgery and its implications are also important.” Dr Motwani says bariatric surgery may help avoid death when conventional treatment options have failed. Let’s take a look at conventional treatment plan. DIET THERAPY Dietitians can help children understand healthy eating habits and how to implement them in their long-term diet. They are taught how to identify healthy food, reduce portions, understand the food pyramid and eat smaller bites at a smaller pace, says Dr Motwani. PHYSICAL ACTIVITY Physical activity is an important longterm ingredient for children, as studies link inactivity during childhood to a sedentary adult lifestyle. Physical activity can decrease, or at least slow down, the increase of fatty tissues in obese children. Children should indulge in at least an hour of physical activity every day. BEHAVIOUR MODIFICATION Lifestyle behaviours are established at a young age. So, it’s important for parents and children to remain educated and focussed on making long-term healthy lifestyle choices. TIPS FOR CHILDREN Children can also modify their behaviour. Here’s how... Change eating habits Increase physical activity Become educated about the body and how to nourish it Engage in support group activities and set realistic weight-management goals HOW PARENTS CAN HELP Ensure five servings of vegetables and fruits daily Reduce high-calorie food Avoid snacking Reduce fat consumption Organise regular outdoor games     POINT TO PONDER BABY FAT VS MORBID OBESITY Baby fat is usually present in the early years and  cannot be equated with excessive fat deposits responsible for morbid obesity. Debarati S Sen TOI 131218

GADGET GIZMO .....................Asus Fonepad 7

GADGET GIZMO REVIEW Asus Fonepad 7

PRICE 17,499
SPECIFICATIONS  

1.6Ghz dual core Intel Atom, 7-inch (1280 x 800) LCD, 5MP rear camera, 1.2MP front camera, 16GB internal + microSD, 3,950mAh battery, 340 grams Affordable data + calling tablet, unibody design with expandable memory Glossy plastic back panel prone to fingerprints, non user serviceable battery, thick bezel
The Fonepad 7 is a follow up to the affordable Fonepad — a device which we quite liked (it's still available for about 13,000). Like its predecessor, the Fonepad 7 is powered by an Intel Atom processor, but a 1.6Ghz dual core instead o f t h e p rev i o u s 1 . 2 G h z . Unfortunately though, the metal back panel which we liked in the original Fonepad has now been replaced by glossy white plastic — bringing it down a few notches in our opinion.
Having said that, it is fairly well put together and feels solid to hold. It’s a unibody design so nothing is removable — there’s a slot for a micro SD card and a micro SIM card slot. The screen is an IPS unit with great viewing angles and touch response is excellent. Asus' customisations to Android work well and the interface zips along very nicely on the Atom processor. Performance is good enough for HD video and all the latest games. Voice calling is a cinch to use and works well though Asus does not provide earphones in the box. Camera quality is acceptable and you should be satisfied as long as expectations are not too high. Battery life is good, hovering at about 6 to 8 hours of continuous use.
Bottom line, the Fonepad 7 is allnew but not enough to truly excite us. Affordability is its biggest plus but there are some areas that need improvement. For instance, the bezels around the screen are far too thick, screen resolution and brightness needs to be upped plus it needs more premium construction. If you prefer to stick with the tried and tested alternative, Samsung has the Tab 3 211 (7-inch with 3G and calling). But you should know that the Fonepad 7 is better value because it has a higher screen resolution and double the internal memory.

HITESH RAJ BHAGAT TNN

MATERIAL/ ECO SPECIAL......................... Cellulose crystals as strong as steel

Cellulose crystals as strong as steel  Researchers may have discovered a new eco-friendly wonder material in the paper industry waste that could be used to strengthen construction materials and automotive components     The same tiny cellulose crystals that give trees and plants their high strength, light weight and resilience, have now been shown to have the stiffness of steel.Thenanocrystalsmightbeusedto create a new class of biomaterials with wide-ranging applications, such as strengthening construction materials and automotive components. Calculations using precise models based on the atomic structure of cellulose show the crystals have a stiffness of 206 gigapascals, which is comparable to steel, said Pablo Zavattieri, a Purdue University assistant professor of civil engineering. “Thisisamaterialthatisshowingreally amazing properties,” he said. “It is abundant, renewable and produced as waste in the paper industry.” The findings appear in the journal C ellulo s e. “It is very difficult to measure the properties of these crystals experimentally because they are really tiny,” Zavattieri said. “For the first time, we predicted their properties using quantum mechanics.” The nanocrystals are about 3 nanometers wide by 500 nanometers long – or about 1/1,000th the width of a grain of sand – making them too small tostudywithlightmicroscopesanddifficult to measure with laboratory instruments. The findings represent a milestone in understanding the fundamental mechanical behaviour of the cellulose nanocrystals. “It is also the first step towards a multiscale modeling approach to understand and predict the behaviour of individual crystals, the interaction between them, and their interaction with other materials,” Zavattieri said.     “This is important for the design of novel cellulose-based materials as other research groups are considering them for a huge variety of applications, ranging from electronics and medical devices to structural components for the automotive, civil and aerospace industries.”     The cellulose nanocrystals represent a potential green alternative to carbon nanotubes for reinforcing materials such as polymers and concrete. Applications for biomaterials made from the cellulose nanocrystals might include biodegradable plastic bags, textiles and wound dressings; flexible batteries; new drug-delivery tech; transparent flexible displays; special filters for water purification; new types of sensors; and computer memory.     Cellulose could come from a variety of biological sources including trees, plants, algae, ocean-dwelling organisms called tunicates, and bacteria thatcreateaprotectivewebofcellulose.     “With this in mind, cellulose nanomaterials are inherently renewable, sustainable, biodegradable and carbon-neutral like the sources from which they were extracted,” said Robert Moon, a researcher from the US Forest Service’s Forest Products Laboratory, who also authored the paper. “They have the potential to be processed at industrial-scale quantities and at low cost compared to other materials.”     Biomaterials manufacturing could be a natural extension of the paper and biofuels industries, using technology that is already well-established for cellulose-based materials.     “Some of the byproducts of the paper industry now go to making biofuels,sowecouldjustaddanotherprocess to use the leftover cellulose to make a composite material,” Moon said. “The cellulose crystals are more difficult to break down into sugars to make liquid fuel. So let’s make a product out of it, building on the existing infrastructure of the paper industry.”     The surface can be chemically modified to achieve different properties.     “For example, you might want to modify the surface so that it binds strongly with a reinforcing polymer to make a new type of tough composite material, or you might want to change the chemical characteristics so that it behaves differently with its environment,” Moon said.     Zavattieri plans to extend his research to study the properties of alphachitin, a material from the shells of organisms including lobsters, crabs, mollusks and insects. Alpha-chitin appears to have similar mechanical properties as cellulose. “This material is also abundant, renewable and waste of the food industry,” he said.

MM131218