Mr. Omar Shallah's speach
NSSW Launching in Damascus - Syria
9-11/07/2006

Good Morning,
On behalf of the Board, the managers and the employees of RAKHA Co, I would like to give a warm welcome to our dear guests, Mr. Shikata, Mr. Saito from NML and Mr. Hubert from NMEF who traveled all these distances to share these great moments with all the staff of RAKHA.
We, the management of RAKHA, believe that today will mark the beginning of a new era; an era where traditional key performance index will no longer be reliable to the measurement of our performance; an era where we partly comply with the modern international managerial trends, so called Total Quality Management and Customer Satisfaction Management.
We will always rely on turn over, profit and growth to measure our performance. Don't worry… However, we will be looking at it differently. We aim continuous, consistent, durable and sustainable growth. And we believe that through the Value Up Period and the commitment that NISSAN took to deliver the highest perceived quality to its customers, we should take CS Management as a cushion for our future growth, in a way where we will shift the purchasing decision from being a classical, superficial and meaningless trade to an exciting, personalized, emotional, long lasting relation. In such a way that the customer would look forward to extend through after sales service, PR events and even more to expand through future sales.
Only then when we speak about loyalty and retention, we will be based on non tangible assets. Emotional meanings, habits, culture which makes it harder for the customer to change. And if we use financial jargon, we will reach a "cash cow" situation, where no marginal investment on CS is required to reach exponentially higher return.
We believe that it is a complex matrix where customer's evaluation of our service should be based on non tangible issues so we make it harder for him to compare and to benchmark and where the effort we put should be tangible enough to be able to measure it and monitor it.
And this is the best timing for us!
In this era, each individual work of yours would leave a finger print; since quality & CS can never be exclusive to a task or a position or a department. It is a spirit that should invade the company in a transversal way to reach all the tiny corners of our organization.
Our new NSSW department, and Driver, Miss Maria Kassam will be working hard with your assistance, support, concern and cooperation; to monitor, develop and enhance CS management so we can all easily, rapidly and wisely detect errors or reasons of dissatisfaction, take rapid and correct counter measures and develop our management in order to avoid committing and repeating errors.
It is a hard task to please one; even harder to persevere. Our treasure is perishable; yet challenging enough to make of the achievement a tastier pleasure and a superior triumph.|I know I can count on each one of you. We have done great jumps. With your effort, nothing could possibly stop our walk. We are looking forward to the ones to come.
NISSAN with its hardworking and supporting team are putting all the possible effort to make it happen.
We thank Mr. Shikata, our brilliant ambassador at NML, Mr. Saito and Mr. Hubert and their great expertise for their presence today, for the support and effort they put to make this event happen.
They wanted to make of this date a ceremony, a great gathering that no one would forget to stress on the importance of your contribution and to stress on the nature of the relation that ties RAKHA to NISSAN – a true partnership – where we draw common objectives, burn the same energy to hopefully celebrate the great common achievements.
Until then… Keep the great work and the high standards!
Thank you.

Omar Rateb Shallah
General Manager