Kwaliteit in Marrakech

Onlangs was ik met collega’s vanuit Het Zuiderlicht in Marrakech. Wederom een zeer geslaagde reis waarin we ook altijd weer ‘zakelijke’ inzichten opdoen. Via onze gastheren in Marokko kregen we mooi inkijkje in de gebruiken daar en het letterlijk toekennen van waarde.

Als we in Nederland naar de markt gaan, en ook in vele andere situaties, betalen we de prijs die op een prijskaartje staat vermeld. Die prijs is bepaald door de verkoper en geeft aan wat deze ervoor wil hebben. Ofwel: de waarde wordt door de verkoper bepaald.

Hoe anders is dat op de markt in Marokko… Daar zijn ten eerste vrijwel geen prijskaartjes te vinden. En ten tweede is het al helemaal niet de bedoeling dat de vraagprijs wordt betaald. Alles draait om onderhandelen, waarbij een prachtige vraag centraal staat: welke waarde heeft een product voor de koper? En dus: wat heeft deze er voor over? Het schijnt zelfs een belediging van het vakmanschap van de verkoper te zijn als er op deze wijze geen aandacht wordt geschonken aan de waardebepaling.

Het deed mij denken aan een aantal fundamentele gesprekken die ik in Nederland de laatste tijd heb gevoerd over het begrip kwaliteit. Een onderwerp dat al ruim vijftien jaar onverminderd actueel op mijn adviesagenda staat. En een onderwerp dat altijd tot discussie en enige verwarring leidt. En steeds vaker heb ik het idee dat kwaliteitssystemen, ISO of HKZ certificering, procedures, etc. alleen maar afleiden van waar het echt om draait: organiseren en leveren van ‘kwaliteit’ aan klanten, zorgen dat je de boel zodanig goed voor elkaar hebt dat een klant tevreden is, terugkomt en anderen aanmoedigt dat ook te doen.
Een klant dus die de waarde van je product of dienst werkelijk erkent.

Zou het niet daarom de ultieme vorm van kwaliteitsmanagement zijn als we het aan zouden durven om altijd op Marokkaanse wijze om te gaan met prijsbepaling? Zodat klantwaardering in feite zichtbaar wordt in de financiële waarde. Een reis naar Marrakech kunnen we overigens van harte aanbevelen! Wel even letten op de voedselveiligheid…

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