Excellent Financial Service

'This move falls within the framework of a series of joined-upprojects between SABB and HSBC Middle East, that aims at enhancingthe services offered to customers all over the world, utilizing -by all possible ways and means - the excellent and closerelationship between the two banks. Through this new Call Centre,SABB will receive Arabic incoming calls from HSBC customers fromall over the Middle East, related to credit cards and other bankingservices enquiries, in addition to answering questions related tomarketing campaigns, and contact with prospective and potentialcustomers.

This unit is expected to handle 3000 calls per day byyear end.' He further added: 'This project is a clear indication of HSBCGroup's confidence in SABB's ability to offer excellent financialservices, which meet the highest international standards. We feelconfident that more efforts will be exerted to create new anddiverse opportunities to enhance and strengthen our businesspartnership.' Also commenting on the launch, Mr. Abdulfattah Sharaf, CEO ofPersonal Financial Services, HSBC Middle East said, 'The new callcentre is part of our ongoing effort to consolidate call centreoperations in the Middle East. Our evaluations have shown thatsubstantial operating efficiencies can be achieved by operating ourregional call centre in Riyadh, especially when considering theadministration, training and technology required to operate aworld-class centre.' SABB's current call centre operations have won global recognition,being among the world's best.

At the '2007 World Call CentresAwards', SABB won the silver medal for best call centre in Europe,the Middle East and Africa, and the silver medal for 'Best CallCentre' among medium sized operations, in addition to the award of'Best Outbound Campaign'.