PCRM Certification Details


 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

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) 

 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 original (and continually updated) 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 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. 



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.


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.

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 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.


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 persons 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.

The subject matter covered includes:

CRM Concept & Philosophy
• Customer & Customer Strategy
• Understanding Customer Value and Behavior
• 3 Value Disciplines
• CRM Definition & Philosophy
• CRM Benefits

CRM Ecosystem & Business Process
• Operational CRM
• Analytical CRM
• Collaborative CRM

CRM Framework
• Get, Keep & Grow
• IDIC Methodology
• Customer Lifetime Value

Managing CRM Implementation
• CRM Project Management
• Integrating CRM & Corporate Strategy
• Planning the CRM Initiatives
• Organizing & Controlling
• Deployment & Going Live
• Post Implementation

Technology and Infrastructure

CRM in Action, Best Practices Case Studies

Social CRM and Beyond CRM

• CRM Technology


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.

Our Head Facilitator - PROFESSOR PAUL LEOW - P.CRM

Professor Paul Leow was involved in Customer Relationship Management strategies and training for brands like Ford Motor Asia Pacific, AMD Asia Pacific, Intel Asia Pacific, Volkswagen China, Shinhan Bank Korea, Community Chest of Singapore, Lucent Technologies Shanghai, Motorola Beijing, Telkomsel Indonesia and Singapore Technologies Group, Ciphercom USA, PostalBank Philippines, African Children’s Choir, Canadian Java Express Asia, Bayer CropScience Canada, Dow AgroScience Canada, Lexus Korea and Pizza Hut Korea.

He was one of the founding staff at Peppers and Rogers Group Asia. Before getting into management consulting, he worked at leading communication agencies such as Saatchi-Saatchi, J.Walter Thompson, Bates World-wide, McCann Erickson and Cheil Communications where he developed customer focused marketing and communication initiatives for Asia Pacific clients like MARS, Kodak, Air New Zealand, Samsung Electronics & Telecommunications, Green Giant, Pillsbury, Nissin Noodles and Glad Wrap.

Professor Leow has an MBA (Marketing) from Griffith University, Queensland Australia and in-depth knowledge in the areas of Mass Communications from Oklahoma City University USA.

Dr. Paul is not only passionate about CRM, he is by far one of the most capable practitioners on the planet. Dr. Paul is a major contributor and facilitator of our P.CRM Professional Certification program and teaches the program around the world.



TORONTO - APRIL 10, 11, 12th, 2018. (3 days)

Toronto Image

COURSE COST $1,500 USD - Register by Feb 28 and Save $ 300.

Registration Closes - March 15th

To Register

contact  This email address is being protected from spambots. You need JavaScript enabled to view it. with a phone number where you can be reached.


The P.CRM Certification Program is held in many major cities of the world.

To get wait-listed for a particular city of your choice

contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. with a phone number where you can be reached.

Read The Importance of Certification