History and Introduction

• Introduced by Shamoon Sultan

• Genre: Clothing
• Consumer Goods
• Founded in December 13, 1998
• Khaadi means ‘’HAND-WOVEN’’
• Type: Private
CRM in Khaadi
What is CRM?
• Integrated approach to identifying, acquiring and retaining
customers.
• Enabling organizations to manage
• Coordinate customer interactions across multiple channels,
departments, lines of business and geographies.
• Maximize the value of every customer interaction.
CRM in Khaadi
• Khaadi do extensive advertising and promotion of their
products to stay connected to their customers
• Increase loyalty towards their brand.
• Khaadi always at a war to attract new potential customers
• Increasing foot falls and achieving higher sales remain
priorities of both online and offline retailers.
• (CRM) software provides a mantra to achieve the above aim,
with better customer analysis, increased customer
satisfaction, and improved revenues.
CRM in Khaadi
• CRM integrates the inventory management, customer
communication, sales, and marketing units of an organization.
• The process consists of acquiring, differentiating, and
evaluating the customer data.
• This helps Khaadi seeking customer centric insights and
analyzing customer behavior.
• Information like this is further used to enhance customer
satisfaction and optimize productivity.
CRM in khaadi
• To understand how CRM software works, it is essential to
understand the touch points between customers and Khaadi.
• Every time a customer has a certain experience with the
brand, the people, product, or the company, through different
mediums, the interactive channel becomes the touch point.
• The most obvious and significant touch point is the product
itself. Besides these, conventional channels like television and
print advertisements, direct mails and SMS also act as touch
points.
Some Touch Points in khaadi
• Social Media (Facebook instagram etc.) Website, Online
Advertisement on social media pages, Digital Marketing
Content, Company Events, Peer Referral, Conversations with
Company Representatives, Product Catalogs, Ecommerce,
Product Reviews, Point of Sale, Product Feedback, Surveys,
Emails, Billing Actions, Subscription Renewals etc.
CRM in Khaadi
• CRM differentiates data based on parameters decided by
Khaadi.
• Hence from heterogeneous groups it filters the data into
homogeneous groups of customers based on categories like
socioeconomic background, demographics, etc.
• By segmenting customers in specific categories, Khaadi can
design their plan of action for sales, marketing, and customer
services.
Customer Interactions

• Interacting with its consumers and keeping them up to date

with the new products and offerings, Khaadi utilizes the social
media platform.
• The brand is running a successful Facebook page where the
consumers are not only given free tips patterns and
techniques.
• Also collects constructive feedback from consumers so that it
may understand what problems do the consumers have and
then develop a product to the consumer’s needs.
Facebook and Instagram pages of khaadi
Analytical CRM
• Inbound Logistics
• Outbound Logistics
• Contact Optimization
• Data Mining
CRM value chain model
• Inbound Logistics
• Operations
• Outbound Logistics
• Marketing and Sales
• Services
Relationship with customers

• A relationship is composed of a series of interactive episodes

between dyadic parties over time.
• Over the 22 years, the brand has developed a strong
relationship with its customers and is further committed to be
involved with its consumers emotionally and innovatively.
Understand what your customers value
• To find out what your customers value, always listen to what
they say and how they say it and adjust your approach to
match their expectations.
• Some people will want a lot of personal contact with your
business. Others may not be interested in getting too much
attention.
• They just want to call you up, place an order and get on with
their day.
• Some will be very price-conscious while others will be looking
for all the bells and whistles. Do your best to keep listening!
Use loyalty programs
• That go beyond earning points Most businesses already have
loyalty programs to encourage customers to come back.
• One of the most popular programs involves earning points for
every purchase that can later be exchanged for goods.
• While this is a good start and certainly better than nothing at
all, savvy companies will get more creative.
Trust and Commitment

• In case you are not fully satisfied with the correct product
you've ordered, you have 10 days within which you may
request a replacement of the product
• After which the trial period will be over and the product will
be non-returnable.
• The company is operating for over 22 years now and has
become the most trusted name in the Clothes industry.
CUSTOMER ACQUISITON
What is new customer ?
There are two types new customer
1 new to the company
2 new to the industry

New to the company

The khaadi brand are to do the effort for attracting the new customer
from the other brand such as J. etc.
New to the industry
The khaadi brand are identified the need of the customer like
they attracting the new customer through advertisement etc. all
those customer are consider the new customer for the khaadi
brand
What are those strategies used by the khaadi for recruit the new
customer
Negative strategies used
1.The khaadi brand only targeting the upper class limit so they using
the high price strategies and that’s why they break their relation with
the relation with the customer
2.The khaadi brand are some time convent unbundle into bundle like
summer sale or winter sale
Refer to the objective that the khaadi brand how provide the
extra products or serves which maximize the value of the khaadi
brand
Advertising
The khaadi brand are using the advertisement method more and
more like banners and trough TV, social media, brand ambassadors
(Turkish actors x Esra famed from Ertugrual ghazi) advertisement
etc. and YouTube ads.
Message
This is the method that khaadi sending the message to their old
customer and provide the new information to their customer
accordingly
How Operational CRM tools that help the customer acquisition ?
Campaign management
The khaadi brand are using the different types of campaign through
email ,Facebook , etc. and that’s why they attract the customer
Event based management
The khaadi brand are managed the event and that’s why they
attract the customer like black Friday every year.
What is customer retention ?
It is the process of continuous trading relationship with customer
over the long term
Raw retention rate
It is those customer that they are doing the trading through out the
year .
Strategic switchers
Sometime the khaadi company switch their own customer
All those customer which they jumping frame khaadi to other brand
like BATA time to time so they khaadi brnd switch the relation with
these type of customer .
All those customer which they use more resources of the khaadi brand
like the customer which they come only foe window shopping not buy
the product just time consume of salesmen etc .
All those customer which they serve costly
• Which customer to retain by the khaadi brand ..
• Terms and condition the khaadi brand acquire all those customer
which they follow their terms and condition which khaaadi made
for that like Return and exchange the product with in 30 days while
not use the product in these 30 days
• High volume customer
• Khaadi will retain the all those customer where they have high
volume of the customer
Strategies for customer retention
There are some positive and negative retention strategies
Positive strategies
if the khaadi customer expectation meet by the khaadi brand like karat
is very unique of the khaadi
Enhance customer value
The khaadi brand are doing the effort to minimize the sacrifices of the
customer like transportation cost
Customer engagement
Khaadi retain their customer through effective cognitive behavioral
and social engagement
Negative strategies
High cost
The khaadi brand are targeting the upper level class
Costumer value
Loyally scheme
The khaadi brand provide the product on discount rate like seasonal
sale etc
Scarifies the customer
The khaadi brand are continually doing effort to minimize the
customer scarifies like transportation out 24 hours open the khaadi
Customer community
Khaadi heaving the Facebook page and other social networking all the
customer connected with each other
Sales promotion
Retention oriented sale promotion encouraging the customer to
repeats the sale with khaadi brand
The khaadi brand are providing some offer for the customer
• Buy 1 get 1 free
• Seasonal sale
• Black Friday
Customer engagement
4 types of customer engagement
1 cognitive engagement
2 effective engagement
3 behavioral engagement
4 social engagement
A related to thinking that what brand will be suitable for me
Khaadi competing very well in the marketing and effort to provide
good services for the customer like they say welcome to the
customer and good behavior so the customer change the mood
due to better series
• khaadi lunched some product on the reasonable price and
attracting the customer.
Who is the customer?
“B2B” stands for “business to business,” while “B2C” means
“business to consumer.” 
• B2B businesses sell products and services directly to
other businesses. Or, more specifically, they sell to the
decision makers in any particular business.
• B2C businesses sell products and services to customers for
personal use. Khaadi is dealing in retail business. They have
their own reputed goodwill and they sell their product only
retail customers.
• Khaadi Brand is fall in Business to customer category.
Market Segmentation
This is everything you need to know about the 4 types of market
segmentation: 
• demographic, geographic, psychographic and behavioral.
Understanding your Audience, the complete guide to market
research. Likewise, who is Khaadi” target consumer? Khaadi's
target market is largely consumers ages 15–45. 
• Khaadi has focused its marketing efforts on the digital space in
recent years.
Consumer markets
• Khaadi is a multinational apparel mark in Pakistan. Shamoon
Sultan is the executive and organizer of khaadi who opened its
first boutique in Karachi, zamzama in 1999.
• Khaadi means hand woven and it has remained consistent
with its name and keeps on delivering diverse styles utilizing
hand-woven textures on its chose products.
Business markets
• Marketing is where all the creative content for our multi-
channel campaigns is designed and perfected.
• With a vast market to serve, we develop digital and branding
materials, help define the creative direction of the brand and
analyze its health from multiple frames of reference.
• Together, our goal is to shape the perception of Khaadi’s
products by concentrating on consumer insights, their
evolving needs and the brand’s identity.
KHAADI'S SWOT ANALYSIS:
Strengths
• Customer Equity
• Tailoring Service
• Supply Chain
• New stock every two weeks
• Brand Name
• Innovation Culture
Weaknesses
• Weak clothing line for men
• Cost Structure
• Online Presence
Opportunities
• New Product
• New Market
• Increase online presence
THREATS
• Recession
• Intense competition
Sales Force Automation
• Sales force automation (SFA) is when parts of the sales process
are automated by software tools.
• The automation usually focuses on repetitive, administrative
tasks that, while important, can be time-consuming for sales
teams to perform.
• Reports suggests that, on average, two-thirds of a sales rep's
time is spent on non-revenue generating tasks.
• By letting a sales force automation software take care of these
tasks, sales reps can spend their time on more productive
parts of their job.
SFA eco system in khaadi
• October 02, 2017, Lahore – Systems Limited has partnered
with Khaadi
• Pakistan’s premier retailer and fastest growing company, and
will modernize their existing business processes to empower
them to achieve accelerated growth.
• Deploying leading-edge IT solutions optimized for the Fashion
& Apparel industry, Systems Limited will improve the retail
giant’s footprint in the global economy.
• Khaadi sought a one-window digital solution that would help them
meet consumer demand and to create a higher-value experience.
• Systems Limited proposed Microsoft Dynamics 365 to enable
process optimization and dynamic customer engagement.
Eco system in Khaadi
SFA specialists SFA as part of CRM suite SFA as part of enterprise suite

Systems Limited Microsoft Dynamic 365

Functionality offered by System
limited (Products and Expertise)
Why khaadi Implement Sales Force
Automation Systems
• The SFA software saves time
• Such platforms helps khaadi to improve their customer service
• SFA software helps to increase khaadi revenues
• Sales force automation system is an excellent tool for
opportunity management in khaadi
• SFA systems are helpful for management of sales teams
Advantages of Sales Force
Automation System
• Understanding the economic structure of an industry
• Identifying segments within a market
• Identifying a target market
• Identifying the best customers in place
• Doing marketing research to develop profiles (demographic,
psychographic, and behav­ioral) of core customers
• Developing new products
• Establishing environmental scanning mechanisms to detect
opportunities and threats
• Understanding one’s company’s strengths and weaknesses
• Auditing customers’ experience of a brand in
• Creating a sustainable competitive advantage
• Providing input into feedback systems to help monitor and adjust
the process
Example of market automation provider
Customer Service
• Customer service is the support you offer your customers both
before and after they buy and use your products or services
• That helps them have an easy and enjoyable experience with
you.
• Offering amazing customer service is important if you want to
retain customers and grow your business.
• Today’s customer service goes far beyond the traditional
telephone support agent. It’s available via email, web, text
message, and social media.
Ways Khaadi can provide good Customer
service to its customers
• Providing channel support different communication channels
• Acting on feedback
• Responding quickly
• Having empathy
• Facebook, Email, Whatsaap and Instagram quick replies
• 24/7 service
Benefits of Service Automation to Khaadi
• Improved customer experience
• Improved customer engagement
• Improved customer retention
• Enhanced service efficiency costs
Customer service at Khaadi online page
Thanks