How Business Organisations Build Customer Relationship with CRM: The Case of Apple and Samsung

Running Head: PROFESSIONAL PROJECT
How Business Organisations Build Customer Relationship with CRM:
The Case of Apple and Samsung
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1PROFESSIONAL PROJECT
Executive Summary
Customer Relationship Management or CRM system is utilized by many business organisations
to keep connected to the customers. This is a very effective system in building relationship with
existing and potential new customers as well as implementing new marketing strategies to attract
more customers in the products and services. This research focuses on CRM system in general as
well as the CRM models deployed by Apple and Samsung in order to engage their customers
within their business model.

2PROFESSIONAL PROJECT
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Literature Review......................................................................................................................3
3.0 Research Aim and Research Questions.....................................................................................7
3.1 Aim of the Research..............................................................................................................7
3.2 Research Questions................................................................................................................7
4.0 Research Plan.............................................................................................................................7
4.1 Overview of Proposed Data Collection and Analysis Method..............................................7
4.2 Gantt Chart Schedule.............................................................................................................8
4.3 Data Sources........................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
Appendix........................................................................................................................................16

3PROFESSIONAL PROJECT
1.0 Introduction
Customer Relationship Management or in short, CRM system is currently one of the most
popular IT-based systematic approach that enables the business organisations to connect with the
customers as a part of the organisational operational strategy. Various large scale business
organisations have implemented various forms of CRM system to suit their business needs and
they have been more or less successful in building a close relationship with their customers
(Williams, Ashill & Naumann, 2017). While CRM poses a significantly large field of research
on the global context, for this particular research, the field is limited to two globally popular
companies – Samsung and Apple. Apple is the largest smart device brand in the world whereas
Samsung is its nearest rival in terms of brand value and popularity. It has been seen that both of
the companies have implemented CRM systems within their operational set up and have enjoyed
success in connecting with the customers throughout their marketing and selling process.
The purpose of this report is to develop a suitable research plan that focuses on the CRM
systems implemented by Apple and Samsung and conduct a comparative study on the success of
the CRM models deployed by the two companies.
2.0 Literature Review
Customer Relationship Management (CRM) is a system that is used by most of the
international business organisations around the world. According to the authors Kumar and
Reinartz (2018), CRM is an effective system is engaging the customers within the business
system of the organisation without even having to need the customers to work within the
organisation. In this same line of analysis, Karjaluoto et al. (2014) said that the customer-