P.CRM GENERAL INFORMATION
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
The original (and continually updated) certification program
was originally 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
but also including other areas for strategic and tactical
HERE ARE SOME OF THE THOUGHT-LEADERSHIP ORGANIZATIONS
WHERE YOU WILL FIND AARM CERTIFIED PROFESSIONALS (P.CRM)
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
THE CERTIFICATION PROCESS
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. ests are scored and,
upon successful completion, attendees receive a
certification in CRM that certifies capabilities and knowledge,
P.CRM designation is conferred and the graduate is entitled to all the
benefits of CRM certification, including the
use of the professional
ABOUT THE CURRICULUM
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
tailoredto 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.
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
• 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
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. He is a major contributor
and facilitator of our P.CRM Professional Certification program and
teaches the program around the world.
CLICK HERE FOR INFORMATION ABOUT THE ONLINE ON DEMAND COURSE
CLICK HERE FOR NEXT IN-PERSON P.CRM CERTIFICATION COURSE DATES
invite you to register with AARM (click here). You'll be joining a
worldwide network of CRM Professionals through our virtual groups and
you'll have access to special free video conferences throughout the
year as well as significant discounts on conferences and other
materials with our alliance partners. We will keep you posted.
You will be notified when your registration is approved.
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