CRM 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, 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.

Read - The Importance of Certification - Click here


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,
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 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

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


We 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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