not just a fad.
Rather, it affects the entire enterprise and all its stakeholders.
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
frameworks for CRM initiatives.
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
2. WHO WILL BENEFIT FROM CRM CERTIFICATION
Anyone who is interested in learning about the latest strategies and
direction of CRM should attend this program.
|SOME OF THE
THOUGHT-LEADERSHIP ORGANIZATIONS WHERE YOU WILL FIND CERTIFIED
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
4. ABOUT THE CERTIFICATION SESSIONS
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
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.
6. THE CERTIFICATION PROCESS
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.
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.
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 .
7. ABOUT THE CURRICULUM
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
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, 2w to 5 instructors are on
hand with the participants.
CRM Concept & Philosophy
• Customer & Customer Strategy
• Understanding Customer Value and
• 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
• 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
8. BACKGROUND REQUIREMENTS
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 email@example.com
9. ATTENDANCE CONSIDERATIONS
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 - The
Program is held in many major cities of he world. To get wait-listed
for a particular city of your choice please email
firstname.lastname@example.org with a phone number where you can be
| LIve - in Person
over 3 days.
$ 1,650 USD in North America
Prices may vary in different countries
Other limited offers may be available at various times
To register, please
contact: our registrar Anian Sommers
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.
|Course Leader and
Facilitator - PROFESSOR PAUL LEOW - P.CRM
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
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. Paul is a major contributor and
facilitator of our P.CRM Professional Certification program and teaches
the program around the world.
register, please contact: our Registrar Anian Sommers - email
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".
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
"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!"
"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
"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
North America 3 day courses
take place in Downtown
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