CRM Fundamentals

Program Overview


CRM is a business strategy that blends processes, people, and technology to help you attract sales prospects, convert them into customers, and keep existing customers satisfied and loyal. The goal of CRM is to deeply understand each customer’s attitudes, needs, and behavior to provide them optimal service and retain the relationship. As business success is all about customers and their needs, if you want to to achieve and maintain leadership and profitability, you must have a sustained focus on CRM.


This two-day course examines CRM as a key strategic process in an organization. It is defined as the overall process of acquiring, retaining and growing profitable customer relationships by delivering value and satisfaction to the customer. Focusing on people, process and technology, this course will equip participants deep understanding of the fundamentals of CRM as well as the CRM philosophy and the implementation of CRM systems that incorporate and integrate information from sales, marketing and service.

What You Will Learn


Domain 1: CRM Concept & Philosophy:

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

Domain 2: CRM Types & Business Process:

  • Strategic CRM
  • Operational CRM
  • Analytical CRM

Domain 3: CRM Framework:

  • Get, Keep & Grow
  • IDIC Methodology

Domain 4: Customer Value Management & Measurement:

  • Building Customer Value
  • Customer Lifetime Value

Domain 5: Managing CRM Implementation:

  • CRM Project Management
  • Integrating CRM & Corporate Strategy
  • Planning the CRM Initiatives
  • Organizing CRM Project Foundation
  • Deployment & Go Live
  • Post Implementation Evaluation
Domain 6: Technology & Infrastructure
Domain 7: CRM in Action, Case Study
Domain 8: Social CRM & Beyond CRM


Learning Methodology



  • Short Presentation: to introduce concept, framework and theories
  • Video & Multimedia: to inspire and build understanding
  • Assessment exercise: to assess the readiness and resources needed
  • Small group exercise: to internalize concept and framework
  • Case Study: to better understand basic concept
  • Interactive Discussion: to enrich knowledge and understanding
  • Learning diary: to summarize
  • Evaluation: feedback and learning gain


    About AARM and iSystem Asia


    Established in 1995 in Canada, AARM – Association for the Advancement of Relationship Marketing – is a global learning center for professionals in Customer Relationship Management. AARM provides a comprehensive set of Customer Relationship Management courses and certifications, and is facilitating collaboration efforts of CRM professionals around the world. More

    iSystem Asia is currently recognized as one of the training providers of AARM CRM Program in Indonesia, especially P.CRM (Professional Customer Relationship Management) Certification Preparation.
    iSystem Asia facilitates and organizes P.CRM Certification as well as the exam facilities and infrastructure, Certification exam will be organized and administered by AARM.

    Where & When

    April 5 to 6, 2017

    08.30 – 04.30 PM

    Aston Priority

    Jl. Let. Jend. T.B. Simatupang Kav.9, Kebagusan, Jakarta Selatan, Indonesia


    Course Master

    Paul Leow

    DBA, P.CRM


    Henry Vienayoko

    S.Sos, Msi, P.CRM

    Training & Certification Fee

    Normal Price IDR 5,500,000


    Held in English and Bahasa Indonesia