AARM Masthead

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.

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 & Go Live
    •    Post Implementation

Technology and Infrastructure

CRM in Action, Best Practice Case Study

Social CRM and Beyond CRM

• CRM Technology


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.