The importance of in-house design and manufacture for providing customer satisfaction
Give us a quick history of Leader It’s a long story! I started by managing a company that was dealing with fire-fighting and safety equipment in France. This involved supplying and servicing the equipment. Both companies are based in the area around Le Havre, in Northern France. I then employed a manager to look after the other company, and I focused my attentions on Leader. For ten years we promoted fire-fighting equipment all over Europe, which we were not manufacturing at that time. In 1994 I hired an engineer so we could start designing and manufacturing our own equipment. Today, I can say that we are manufacturing 75% of the equipment we sell around the world. What I should say is that we distribute some third-party equipment, mainly in France and Germany, but we sell all of our own equipment worldwide. What benefits does having the entire design and manufacturing process in-house bring to the company? As soon as you work worldwide, it is essential to ensure your customers and distribution network benefit from a full capacity of improvements and customer service. As I said, in 1994 we started designing our own fans, after which we designed our fire trainers and then, since 2005, technical search equipment. When you design and manufacture your own products, you can check and validate the quality and performance you claim. That way you can be sure that your customers will be getting exactly what you promise. Having been a distributor for years, and still being one to some extent, we know that there is a limit to any insurance, shall we say, and as soon as we manufacture and design our own equipment we can really back up our distributors and customers. Sometimes we have to review a particular product, but we are proud that as a company we never leave a customer’s project unfinished if we couldn’t do it the first day – that is only possible if you design your own products. Tell us a bit more about the very first product that you, as a company, designed and really made Leader the company it is today. The very first one was the PPV fan, which we started to design in 1996, and was launched in 1997. This equipment is now well known; I would say we are the number one in Europe today, and are starting to become known across the world. These fans are renowned for their high performance. There will definitely be some improvements to our fans in the future. Also, together with improved performance, we have looked to focus on ease of use. Fire-fighters are looking for easy equipment – anything complicated is a nightmare for them to use in an emergency. Due to the training that is needed and the fact that they can be called out at any time of day or night, fire-fighters need to have very simple equipment to use, and that is what we have made. A lot of the features on our products are based on how easy they are to use. We combine high performance with ease of use. Again, it all boils down to ultimately what the customer requires and their needs. Well, one thing I can say about our design process is that we discuss a lot of ideas with our customers. We receive suggestions from them, take it to a committee and finally decide which features will be included on the upcoming product. It’s a long process to develop a new product here at Leader! It’s not a case of coming up with an idea one day and then making it the day after – it’s a lot more involved than that. We made our first fans in 1997, and the new generation came in 2007, with a completely new design that was really innovative at that time. It took several years to come up with the ideas, from speaking to our customers. For fire-fighting equipment, we have designed some new foam equipment. So, we can move air with our fans and now we are looking at making foam as well. We are already building foam generators, and will be launching a range of automatic foam proportioners for variable flow and pressures in 2015. We have also recently acquired the company Robwen in the US, about two months ago. What was the rationale behind that acquisition? For the past 25 years or so, Robwen have been making foam systems that have proven to be very simple, but also very practical and very useful. The two companies knew each other well and it made sense that, as we were about to launch our own foam proportioning system, it would be good for us to work together. We will gain expertise from them, but will also be able to bring our own knowledge as well. The fact that they are based in the US helps us to better enter that market, knowing that we intend to continue manufacturing our products in the US. On that note, while we manufacture in France, and we design and test all the products in our factory in Le Havre. We are very focused on developing markets as well as established ones. In France and Germany, we have two very well-established European markets, but we are looking to expanding markets in Latin America and China as well. We have subsidiaries in various parts of the world. Our oldest one, LEADER GmbH, is in Germany, and that is performing very well indeed. We have another base – LEADER North America – in the US, which started almost five years ago and is now doing well too. We have agencies in Latin America and China. I also think that siin we will have an agency in the rest of Asia as well. What is the company’s most popular product? To continue on our product lines, we have already covered the fire line of products – the PPV fans and the foam equipment. The second service we
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