Reasons to Attend (1) Who Will Benefit (2) Graduates (3) About AARM (4)
Objectives (5) The Process (6) Curriculum (7) Background Requirements (8)

Attendance Consideration (9)

Schedule - Costs (10) Course Leadership (11) Testimonials (12)


CRM is not just a fad. Rather, it affects the entire enterprise and all its stakeholders.

Learn how to plan CRM initiatives. Acquire the tools. Learn about the processes for planning CRM. Explore the impact of technology.

Learn about Best Practices. Learn how to link and align various groups and initiatives within the company.

Get practical examples on how to move CRM initiatives ahead. Establish strategic frameworks for CRM initiatives.

  Acquire knowledge of leading edge concepts.

AND .... Be entitled to use the designation P.CRM after your name.

Participate in ongoing upgrades available only to certified graduates (P.CRM Alumni).


Anyone who is interested in learning about the latest strategies and direction of CRM should attend this program.



A.C. Nielsen Company, ATI Technologies Inc., Aruba Tourism Authority, Avaya, Bell Canada, BMO Financial Group, BMW Japan Finance Corp., Canada Post Corporation, Carlson Marketing Group, CIBC, Department of Defence, DuPont, Enbridge Consumers Gas, Environics Research Group, Envision Credit Union, Fidelity Investment, Forum Research Inc., Foster Parents Plan, GlaxoSmithKline, IBM, IPSOS-Reid, LCBO, Microsoft, Miller International, Pennsylvania College of Technology, PostLinx Corp., , Rogers Wireless Communication, Sears, TD Bank Financial Group, TD Waterhouse Investor Services Inc., Toronto Stock Exchange, Toyota, Universal Studios, USC Education Savings Plans, US Air Force, US Department of Defence, World Vision, Xerox and many other Fortune 2,000 companies.


Established in 1996, AARM has a two decade-plus track-record in CRM education and training.

We are the certifying organization of and for professional CRM managers. The certification program was created in 2001 to meet the requirement to have a standard by which persons involved in Customer Relationship Management could be educated, measured, accredited and recognized according to criteria of experience and capability established by their peers.

AARM certification is more comprehensive than those offered by technology firms and has no technology bias, whether for specific vendors, their solutions or technology in general. Our focus is on the customer relationship and whatever it takes to improve it, including technology but also including other areas for strategic and tactical consideration.


1. to establish a common core curriculum for CRM professionals; and

2. to provide assurance for employers that individuals certified, understand and have demonstrated competence in the core curriculum.


Attaining the CRM designation is based on educational background, work experience and the completion of a multi-part curriculum.

Each P.CRM Certification session agenda is unique since it is structured around the background level of each participant. The route to certification follows a learning path that provides for levelling the playing field of required CRM knowledge within the group itself. The sessions are divided into separate yet integrated learning and discussion experiences with senior executives on the mentoring team who have been handpicked for each particular session.

Students apply for CRM certification and are accepted based on the applicability of their credentials and the alignment of their expectations with the program's learning objectives. Attendance at all modules is required and active participation in the program is expected to qualify for certification.

The professional accreditation (P.CRM) conferred requires that delegates do indeed receive and benefit from the intended learning and that AARM can objectively confirm that this learning has taken place.

We conduct executive level examinations online following the conclusion of the sessions to confirm that the P.CRM learning objectives have been achieved. The examinations include multiple choice questionnaires as well as reviews of key questions and issues from the program in an appropriate manner. Tests are scored and, upon successful completion, attendees receive a certification in CRM that certifies capabilities and knowledge, the P.CRM designation is conferred and the graduate is entitled to all the benefits of CRM certification, including the use of the professional P.CRM designation.

To continue the dialogue with delegates and to ensure that the P.CRM retains current value, periodic workshops and meetings are held as post graduate sessions to refresh knowledge, obtain feedback from the field and introduce new concepts as they emerge.

Read - The importance of Certification . . .


This intensive CRM training and certification program is in response to a marketplace need for an independent certification authority to provide assurance of an understanding in the concepts and application of CRM. Since 2001 we have graduated hundreds of executives through the program. The program employs a common core curriculum with specific modules tailored to the needs of those in attendance in the areas of cases or applications. The program provides CRM understanding for those who require some technical CRM knowledge and those who manage or relate to such people in their companies.

The core curriculum of the program is based on module contents listed below. Sessions are comprised of instructors who are chosen for their particular experience to match those of the students who make up a particular session. Usually, 3 to 5 instructors are on hand with the participants.

The general path for certification is as follows:

Introduction to CRM - Redefining - Demystifying
CRM Business Strategy - Planning and Developing
Relationship Marketing - The People Perspective
Relationship Management - The Process Perspective
CRM and Sales Management - Internal Relationships
Managing Research - Knowing your Prospects and Customers
Building the CRM Business Case
Managing Loyalty
Creating and Managing Relationship Lifetime Value - Measurement
Harnessing the CRM Power of Data
Your Company's Future and CRM
Making it a Reality


Please send a brief description of your business background and education and we'll let you know if you qualify. AARM reserves the right to refuse registration for those (who in the opinion of AARM) do not possess the necessary academic and/or business experience to deal with the material being presented. email


The number of attendees at the live in person certification sessions is limited according to the background and skills of those participating. AARM reserves the right to determine the individual attendance at each session in order to ensure proper dynamics.

10. SCHEDULE - You may take this course in person in the cities and the dates below or you may take it Online OnDemand anytime.

Have you considered  our excellent OnLine OnDemand Program?

Certification Programs are held in most major cities of he world. To get wait-listed for a particular city of your choice
please email with a phone number where you can be reached.

  With 24/7 Facilitator Support


Method Details
* Plus applicable taxes in all cases terms and conditions
LIve - in Person Takes place over 2 days.

$ 1,650

Brainhunter Discount 15%

Total Price $ 1,399 USD or CAD

To register, please contact: our registrar Anian Sommers

be sure to mention Brainhunter


The in Person Certification training is conducted by a handpicked group of senior executives who have years of experience and work in the trenches in making CRM happen. They know the ropes, they have been-there-done-that, they know the obstacles and the solutions, they know how to coach and communicate. These are men and women with a passion to share knowledge and mentor fellow executives through the CRM journey. Together they ensure that you will be enlightened when you complete the program.

To register, please contact: our Registrar Anian Sommers - email


"The informal structure allowed for great interaction with the other participants, as well as the presenters. We didn't just follow a preset agenda, we were able to discuss issues that were relevant to us in our everyday work environments - overall, a very worthwhile experience." SJ - Major financial services organization

"I appreciated the opportunity to get exposed to the fundamental elements of CRM. I also appreciated the opportunity to hear from experts about the more detailed aspects of CRM and how they play out in the real world." - EDC

"Thanks for a great two days. I found the course material very well presented and the variety of speakers was excellent. I learned a lot and, more importantly, accomplished my objective of learning the how to of CRM. Thanks again."- Xerox

" Great session! The interaction between the group was the best learning." - U.S. Air Force.

"The P.CRM sessions encompass all aspects of CRM, as well as providing considerable, practical detail on the "how-to's". The material is current and reflects industry best practices. Because of the high calibre of the participants, questions are intelligent and peer learning opportunities are high".

"As a great believer in continuous learning, I have participated in many learning forums. I give the P. CRM program top marks!" - CD - BMO Financial Group

"The P.CRM program is the perfect introduction to the objectives and scope of CRM and is ideal for all managers who need to understand, in simple but comprehensive ways, the "big picture". I was impressed that the focus was kept on "management" and "practical applications" rather than theory and technology. I left with new information and knowledge that will be immediately applicable to my daily work. Highly
recommended!" - KM - CRM Research Solutions

"Very interactive and engaging." - Carlson Marketing GROUP

"The P.CRM sessions were targeted to marketing and management executives, although I'm sure technologists would benefit from the course as well. The presenters were uniformly excellent, the presentation materials comprehensive, and the content was advanced - nothing basic or introductory!"

"Unlike many "educational" programs there were no sales pitches or sponsoring companies. The P.CRM course is ideal for those contemplating, or in the midst of, CRM efforts. I would recommend it!" - FA President. ScanSave LLC

"Great, I really Learned a lot!"

"I thoroughly enjoyed the sessions and meeting so many colleagues from the Marketing field. There were very enlightening presentations, including Customer Loyalty, The Basics of Relationship Marketing, and The Lifetime Value of a Customer. There were also great presentations on the implementation of quick programs which immediately impacted sales. I would recommend this course to Marketing professionals interested in data mining, customer retention, and customer loyalty. - MP - Director Marketing

To register, please contact our Registrar - Anian Sommers
at 202 559 7638
or email with your contact information.

Be sure to mention

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