Expo to bring in more foreigners

Like many people in Shanghai, the life of foreign capital registrar Yan Xiaoxuan has become busier because of the Expo due to the increase in foreign investment in the city.

"The 2010 World Expo is bringing in more foreign companies, especially construction companies and advertising agencies who want a piece of the cake," said the 27-year-old, who works at the Shanghai Industrial and Commercial Bureau.

Yan's department is responsible for registering, de-registering and modifying the details of over 10,000 foreign organization representatives in Shanghai. According to an earlier announcement by the Shanghai Commerce Commission, the investment invitation strategy in the Expo year calls for stricter approval and higher efficiency.

"Personally I want to say 'yes' to all of our customers but we have to follow the rules," said Yan. "As part of the public service sector, we aren't realistically able to get a 100-percent customer satisfaction rate," she added.

To Yan, the Expo is more than just fun, games and funky looking pavilions.

"We are also able to show the world what a mature investment environment Shanghai has to offer."

As an English major, Yan has few problems communicating with her foreign clients. Most of the problems, she says, stem from the lengthy bureaucratic process they have to endure and all the accompanying paperwork.

"This requires innovative solutions," she said.

Based on Yan's suggestion, the bureau is now pushing an account managing system whereby regular clients are assigned to specific clerks who are familiar with them or their area of expertise. For example Yan is now in charge of transactions relating to Michelin and Shanghai International Port.

But things can still get complicated.

"Just two weeks ago we had a foreign company in Shanghai whose chief representative ran away with their documents and the official seal, and they wanted to re-register their profile." Yan said.

"As we require a certificate for civil disputes from the court, we had no choice but to advise them to seek legal help."

Understandably, most foreign clients do not want to get involved in a lawsuit in a culture they are not used to.

"There are certain differences between Chinese and American law and it's hard to let the applicant understand these in a short time," said Yan.

This is when going the extra mile in terms of providing a better service can make all the difference in the world, she added.