University of Management and

Technology

Customer Relationship Management

Assignment 1

Submitted to
Ms. Kainat Malik

Submitted by

School of Business and Economics, UMT, Lahore

Introduction
The organization I have selected is Kale Pakistan. I asked few questions to one of their employee
Atif Hameed, Customer Service Manager. Kale is basically a Turkish Company that not only
provides with tiles or fixtures but also manufactures complete sanitary solutions, floor tiles,
bathroom tiles, kitchen tiles, and state-of-the-art bathroom furniture, giving it a serious
competitive advantage over its competition. It came in Pakistan by the end of 2013 where they
signed the contract. In 2014, it established its offices in Lahore and in 2016 with its first
shipment Kale went into business with just one store in Lahore. Since then the company has
opened multiple stores in Lahore, Faisalabad, Multan, Islamabad and Karachi, and plan on
opening up more showrooms in Peshawar, Gujranwala and other cities in Pakistan. Presently it
has become a very well-known brand in Pakistan as they deal B2B and B2C.
Customer Relationship Management.
One of the major reasons for their success is that they have maintained a good relationship with
their corporate clients and also with local customers. Kale Pakistan uses SAP for maintaining
details of their customers. Basically the After Sales Department saves the details of their
customers after the product is purchased and asks for queries or in case of any complaint in the
article. If any issue occurs the after sales department takes an immediate action. They claim it
and send the team to cater the issue. They urgently replace it and have a separate side budget for
this.
They also communicate with their customers and other people who have visited them via text
messages. They save the details of the person using SAP software and during any sales or special
offers on events, an official text message is sent to all through Kale Pakistan. Apart from this
they stay in touch with their clients and provide proper information to them regarding new
launches and designs.
Their social media department has a sub department of Public Relations where they interact with
people through social media means such as Facebook, instagram, etc. The PR team upload
pictures of designs of Kale and is very respondent towards people when they contact them
through these means.
Conclusion
Kale Pakistan has built up good CRM with the customers and people and carries a good word of
mouth which has made them successful over this tenure in Pakistan.