IDM announces world's first qualification in CRM
Released 01 November 2001: The IDM today announced the addition of the IDM Certificate in Customer Relationship Management to its growing portfolio of professional qualifications. The Certificate has been developed to address the urgent need for a formal qualification in CRM, as identified by the many studies that conclude that the majority of CRM projects fail because of a serious lack of knowledge.
Research reveals that only 10 per cent of the necessary competency to run a successful CRM programme depends on IT—while it receives 82 per cent of the funding. CRM practitioners agree that it is strategies, not systems, that are hardest to get right. The powerful new technology tools and the customer data they produce are of little value without the analytical and marketing skills needed to match company actions to customer needs.
Professor Derek Holder, Managing Director of the IDM, says, "The IT sector has done much to promote CRM's cause and to develop excellent customer management solutions for businesses. But unless companies truly commit to investing in the people and the process, these efforts will continue to go to waste. This new qualification is the first to bring together every critical success factor. And businesses wise enough to invest in it will be among the first to validly claim the profitable and complete implementation of a real CRM programme."
The IDM Certificate in Customer Relationship Management has been designed by leading CRM practitioners and will be delivered by them, initially in London. Course tutors include:
- Peter Simpson, Commercial Director at First Direct
- Andrew Stevenson, eCRM and Information Management Team Leader at KPMG
- Peter Mouncey F IDM, Consultant and Director of Research at the IDM
- Ian Boichat, Manager, Canvassemail at Experian
- Renny Ormond, Practice Manager for the Marketing and Interactive Centre at Oracle
- Mike Ferguson, European Managing Director at DataBase Associates International
- Aden Forrest, Sales Director and founding employee of E.piphany UK
Supported by analysts and technologists, the IDM Certificate in Customer Relationship Management is the third in the series of IDM certificates, sitting alongside those in direct marketing and e-marketing. For more information, contact the Qualifications department on +44 (0)20 8614 0502 or e-mail qualifications@theidm.com.
Note to editors
For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
