Biocomposites and Biorefining (ISBBB 2018) – Circular Economy for Bioproducts
I had the distinct honor to accept an invitation from the Wood Fiber Plastic Composite Committee (WPCC) to present to a global audience about NADRA CPAC and BrightClaim warranty claims solutions at the ISBBB 2018. http://isbbb.org/ This large group is made up of 100s of what I like to call “composite scientist/chiefs” who craft the cookbooks on how to make composite products for all types of applications – anything from compostable coffee pods, to lighter automotive parts, or even organic lights. Many have been working with composites since the 80s and early 90’s. These chefs carefully blend/bond/infuse recycled materials and biobased plastics. The result is less waste and competitive performing products. Let’s just call it Green Magic!
Attending my session on U.S. Composite Decking Products and role Warranties and NADRA CPAC were Scientists, manufactures, and academics, from multiples countries, including MFR producers in China. The presentation reviewed the history of composite decking and the many challenges the U.S. composite decking market experienced with product performance. We then reviewed the resulting impact of slower growth and adoption when compared to other global markets. Multiple sources reporting that between only 15% to 20% of the decking currently sold in the U.S. is a type of composite. However, in other markets penetration rates are much higher, with one Canadian installer claiming that 90% of the decks they sell and install are composites. This same Canadian deck builder said the U.S. composite decking market lost about 10 years of growth due to warranty claims management issues. In fact, the China export market to Europe and North America saw a record breaking number in the year 2017, as mentioned by a lead from China. China composite decking production sales now exceeds North America’s. Reviewing the prior current market place, the threat of regulation and how consumer’s demand a label to compare multiple products using a common and simple to understand way to compare product performance led the industry at large to appoint NADRA to create a Consumer Product Awareness Charter (CPAC). I presented the label’s testing methods and scale and I asked the general audience if they thought the CPAC label made sense to them as a way to helping grow sales and build more confidence in composite building products. The response was a resounding yes. Someone spoke-up saying “CPAC’s
easy-to-understand label on key performances is a way to help composites sales in the U.S. and abroad.
Then I recapped about the importance of professional warranty claims management and some best practices and resulting benefits/rewards. Such as never leaving a customer with a claim wondering what comes next; the customer’s expectation can be exceeded and the problem de-escalated to appoint that brand credibility is actually strengthened. How carefully documenting of what product users, installers and sellers are saying and suggesting creates opportunities for innovation. The “Green Magic Chiefs” in the room totally got what I meant!
After the session, I was invited to attend an upcoming WPCC event in September, in China, to talk to multiple composite building product manufacturers about U.S. warranty claims
management and NADRA CPAC. I responded to questions about next steps of joining NADRA, CPAC and how NTA Inc. is currently testing multiple deck board products for the NADRA CPAC label that will be appearing in stores once testing is complete.
Chair, NADRA CPAC Committee