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Dr Mansoor al Awar of the Middle East Quality Association on how the region can become a centre for excellence
Nazia Khan

At the third Gulf Meet to share best practices in terms of quality, held on June 5-6 in Muscat, different definitions of distinction did the rounds. The one that Dr Mansoor al Awar, chairman of the three month old Middle East Quality Association (MEQA), goes by combines the indefinable with the concrete. "Quality is passion in your heart, conviction in your mind and tangibility in your hands. You have to consciously feel quality. Because if you can't, then it is questionable."

Quality spread
Through MEQA, Awar sees that tangible feeling of total quality management growing to include economies in the region. He describes MEQA's formation as the last piece of the jigsaw puzzle because it joins the other four quality hubs (See box: Quality Quintet). "These platforms form the base of growth in those regions. We want to be the catalysts for the quality movement in the Middle East." Thirteen countries are already a part of MEQA and seven more will be joining soon.

Meanwhile, at the third Gulf Quality Meet, there was plenty of action aimed at raising standards in the region. Representatives from Dubai Duty Free, the Ministry of Defence - Kuwait, the Directorate General of Fisheries - Kingdom of Bahrain, and the Qatar Petroleum Company presented papers. The Omani cont-ingent included speakers from the Ministry of Regional Municipalities, Environment and Water Resources, Omantel and PDO.

Awar describes the third meet as being a very successful one in its core objective. "Above all, this was a very good learning opportunity. I believe in the 'imitate and innovate' concept. We can't cut and paste ideas."

Road to revolution
Continues Awar, also director general of the Dubai Police's quality department, "I do believe that quality has to be learnt before it gets to be practised. That means organisations have to be able to go through lots of training and learning before they can start teaching."

At the Dubai Police, employees are seen as internal customers while members of the public are seen as external customers. There is also an annual ceremony to reward suggestions from customers – employees as well as members of the public – which has been implemented. "Not only does this increase awareness levels, it paves the way for further constructive suggestions.”

Changing cultures and mindsets is never easy but Dr Awar sees the basic wants of people helping along the path of transformation. "People want to live in service-based societies. In terms of quality services, in the 1980s the US was the land of dreams. Gradually, the Middle East, with its strategic position on the globe, is changing that perception in terms of opportunities for better living. As of now, there are isolated islands of excellence in the Middle East. But they will soon connect with each other. That is the time to look forward to."