Reda Nouzhani, Area Sales Manager discusses WEBER RESCUE‘s plans for digital growth and sustainable development in the rescue sector

Could you start by telling us about your role at WEBER RESCUE and your experience in the fire and safety industry?

My role extends beyond conventional sales.

It’s unique because it demands not just selling, but also building trustworthy and efficient relationships.

I’m primarily involved with business partners in the Middle East, where expectations are high.

Our partners and customers require me to be consistently accessible and prefer face-to-face interactions.

This allows me to fully grasp their needs in terms of service, product, and training preferences.

My background involves working with the Civil Defence across various regions, including Europe, Africa, and Asia.

A key observation from this experience is the versatility and intelligence common among Civil Defence personnel.

As a manager, it’s crucial to meet them on an equal footing, with authenticity and reliability being vital components of these interactions.

What makes my role truly fulfilling is the partnership aspect.

It’s not just about transactions; it’s about providing ongoing support, be it technical information, services, or training.

This daily engagement with partners transforms my job into a passion, where positive feedback and the sense of collaboration are constant reminders of the importance and impact of my work.

How does WEBER RESCUE tailor its services and products to meet specific regional needs, like those in the Middle East?

The Middle East market is highly demanding in various aspects – services, products, production, aftersales, and new technology.

It’s not just about the products at WEBER RESCUE; we focus on delivering a comprehensive package that encompasses everything from production to services and training.

One of our key strengths is that many of our colleagues, including those in the back office, have direct experience as firefighters or rescue personnel, and are actively involved in local fire brigades.

This deep connection to the field is a significant advantage, particularly when it comes to communication with our partners and Civil Defense, fostering a firefighter-to-firefighter dialogue.

A crucial part of my role involves establishing and maintaining a communication bridge between our team and the firefighters.

My experience allows me to understand and navigate cultural expectations and barriers, which is essential in meeting the region’s specific requirements.

For example, we’ve had discussions with Civil Defenses about integrating digital solutions into our equipment, addressing their expectations in terms of operational functionality and e-learning services.

These developments align perfectly with their roadmap, demonstrating our commitment to not just meeting but anticipating and exceeding the unique needs of the Middle Eastern market.

How are digital solutions transforming rescue operations in the Middle East?

Digital solutions have had an amazing effect on rescue operations, especially after COVID.

These solutions have become essential and vital.

We at WEBER have been proactive in this area, working on digital transformation for several years, not merely reacting to customer requests.

For instance, we’ve developed solutions that allow for remote monitoring of equipment, providing information on its status, location, and maintenance needs.

This is incredibly helpful for back-office operations, especially in terms of budgeting and maintenance planning, which are critical aspects for Civil Defense.

Our approach includes offering comprehensive solutions that encompass operational and training aspects.

We’re actively partnering with local Civil Defense in the Middle East, and this collaboration is already showing positive results.

During recent visits to our facilities, our partners had the opportunity to observe our entire production process, from raw material to finished product.

They also got an insight into the after-sales services and training programs we offer.

These experiences have been highly successful, demonstrating our commitment to not just product quality but also to providing extensive support and training.

Looking ahead, we plan to continue enhancing our digital offerings and local engagement through seminars and other educational initiatives in the coming years.

Can you talk about WEBER RESCUE’s training programs and educational initiatives?

We are acutely aware of current trends and challenges, such as sustainability, e-mobility, and recycling.

Our training programs and seminars are designed to address these evolving topics.

For example, we provide specialised training on e-mobility, focusing on electric vehicles.

Last year, we hosted a seminar in the UAE that attracted nearly 100 participants, which was a remarkable success.

This event highlighted the potential and need for continued seminars in these areas.

Our training offerings are diverse, including both commercial and non-commercial sessions.

We organise major events like ‘Rescue Days,’ which are among the biggest in the rescue field globally.

These events have drawn over 750 participants from 25 different nations, including the Middle East and Australia.

The aim is to create a platform for firefighters and rescue personnel to exchange knowledge and ideas, fostering a global community of shared expertise.

The skills and approaches of personnel in the Middle East are particularly noteworthy.

Part of my role is to introduce them to different mindsets and techniques, especially in emerging areas like e-mobility.

Our trainings cover both conventional and unconventional methods, offering a comprehensive learning experience.

Furthermore, we have established partnerships with schools in Austria and Germany to enhance our commercial training programs.

These initiatives are integral to our commitment to providing cutting-edge, relevant training to rescue professionals worldwide.

Can you talk about WEBER’s e-learning?

We are actively engaged in providing digital solutions for e-learning.

Our current platform is a modular one, designed to offer a variety of learning modules.

One of these is the WEBER RESCUE Academy, where users can access both our training sessions and upload their own.

This platform is particularly beneficial in regions where access to our headquarters or physical training locations is challenging.

It enables us to offer training remotely, which has become increasingly important, especially with the constraints imposed by lockdowns.

Civil Defenses have shown a keen interest in such e-learning solutions, and we are well-positioned to meet these needs.

We also incorporate augmented reality in our e-learning platform, which is cloud-based.

This aligns with the expectations and existing infrastructures of our clients, focusing on interoperability and seamless implementation.

We’re having serious discussions about expanding these offerings as they represent the future of training and learning.

Another aspect of our service involves upgrading equipment.

We provide various products and portfolios that allow for the upgrading of tools to their newest versions.

This is facilitated smoothly through our network of professional service partners.

In addition to Civil Defense, we also cater to private rescue companies and entities in the oil and gas sector, who demand efficient and reliable products and services.

These can be provided both locally and remotely from our headquarters.

In terms of services, we offer remote diagnostic and support assistance, utilising our cosmopolitan team from different regions.

This global reach and diverse expertise make WEBER RESCUE unique.

We share our experiences and innovations with Civil Defense and other clients in terms of product development and digital solutions, ensuring we remain at the forefront of the rescue and safety industry.

Finally, what is WEBER RESCUE’s focus for Intersec 2024 and its plans for the year ahead?

In the next couple of years, our focus at WEBER RESCUE will be on two key areas: sustainability and digitalisation.

We are developing products that enable customers to monitor and check equipment remotely.

This capability allows control centres or headquarters to generate reports on equipment status without the need for on-site visits, enhancing efficiency and resource management.

A significant aspect of our approach to sustainability is reflected in our equipment, particularly the Smart Force and battery-operated tools.

These are upgraded with Milwaukee batteries, a notable feature for sustainability.

The advantage here is the ease of local procurement of batteries, eliminating the need for direct contact with WEBER for battery replacement.

This makes our products not only user-friendly but also aligns with our non-restrictive policy on system and service access.

Our collaboration with Milwaukee, a major global player, ensures that our customers aren’t burdened with concerns about battery sourcing or dealing with intermediaries.

One of our innovative features allows users to operate different Milwaukee tools with a single battery, streamlining operations significantly.

As we look to the future, our focus will intensify on sustainability and digitalisation.

This includes advancements in operational technology and e-learning platforms.

These areas will be our primary focus in the coming years, signifying the direction WEBER RESCUE is heading towards.

Our motto at WEBER RESCUE is ‘Let’s create the future,’ and this truly encapsulates our vision.

Our approach to equipment development and customisation is deeply collaborative.

We engage in ongoing dialogues and share insights with Civil Defense and trainers globally.

The feedback we receive is integral to the continuous improvement of our equipment and services.

This isn’t a sporadic process but a regular practice, ingrained in our operations, ensuring we stay ahead and relevant.

A key advantage at WEBER is our flat organisational structure.

This allows for direct and efficient communication with our Research and Development teams.

As a result, we can swiftly incorporate new features and meet the specific requirements of Civil Defenses and rescue personnel.

Our proactive stance extends to responding to requests and innovative ideas.

We don’t just react; we actively implement new concepts and strategies.

This agility and responsiveness are among our core strengths and what sets us apart.

In essence, at WEBER, we are not just creating products; we are shaping the future together with our partners and clients.

This article was originally published in the January 2024 issue of International Fire & Safety Journal. To read your FREE digital copy, click here.