Certified CRM and Loyalty Manager - in English


Certified CRM & Loyalty Manager

Now also in English! Join us for an intensive education week, October 14-18 2019, in Stockholm!  

How to build world class customer relationships in today’s data driven world  
Do you want to be a frontrunner in building strong customer relationships and get loyal and profitable customers as a reward? Do you want to lift your CV and your company to new heights? This is the education for you! You will get a holistic view on how to build customer loyalty in today’s complex and digital world.

You will gain valuable knowledge, hands on tools, methods and strategies, and inspiration from from real life cases. The education consists of five days and five themes and results in a certification as CRM & Loyalty Manager. You will also have time to experience the beautiful city of Stockholm together with us, during your education week. Maximum 16 attendees per group in order to make room for interactivity, group exercises and valuable networking.

Are you curious and want to know more about this education? Welcome to sign up for our information webinar April 26 at 9.00


   Latest trends in data driven Marketing, Sales and Service

   Definitions and new Terminology, such as Customer Value Management and Next Best Action
   Academic Research - Customer Loyalty

   Customer Loyalty Trends – the new Customer landscape

   The Loyalty Effect: setting clear goals and measuring

   Customer Strategy and Segmentation - identifying your most valuable customers

   Loyalty Programs in different forms

   Customer lifecycle management and Customer journeys

   Omnichannel Marketing Automation, analytics, AI

   Challenges, success factors, Organization

   Cases and best practice


Said by earlier participants:

Maria Green

CRM Responsible, PREEM

"A comprehensive education within CRM with a nice setup and a fantastic teacher. In a short time I got insights that otherwise should have taken me years"

Linda Johansson

Head of CRM, Svenska Spel

"This education is in the forefront and Camilla raised new concepts early on, such as CVM (Customer Value Management), a term used by larger companies that work data and customer driven. Already after the first day of education I changed the name of our organization from being called CRM to CVM. CVM better describes our journey, what we do now and will do in the future. "


The education will be held in Stockholm during one week. Language spoken will be English. Target group for the education consists of the Nordic countries and English speaking people living in Sweden.

Dates and time:
14 October, 9.30 - 17.00 + Stockholm Ghost Walk in the evening
15 October, 8.30 - 17.00
16 October, 8.30 - 17.00 + ABBA The Museum in the evening
17 October, 8.30 - 17.00
18 October, 8.30 - 15.00

Place: The Park, Hälsingegatan 49, Stockholm

Education Special offer*: 34 900 SEK excl. VAT (Standard price: 39 900 SEK excl. VAT). This special offer is valid as long as there are tickets available and longest until 30/4 2019.  

* This price includes: 5-days education, 5 breakfasts/ lunches/ coffee breaks, tickets to Ghost Walk and ABBA The Museum (dinners are not included).

Hotel offer!
We suggest you stay at First Hotel Norrtull which is situated only 350 meter from The Park, where the education will take place. Get 15% discount by using this code: FHCWDRELA
Book online or call/e-mail directly to 08-300 350 / info@hotelnorrtull.se and say you book via Wednesday Relations.

Contact information

Do you have questions or need more information? Please contact:
Anna-Karin Löfström
Tel: +46 733 609 869

Day 1. Holistic view CRM & Loyalty, Vision and Strategy

- Trends, terminology, academic research, goals and pillars for succesful CRM & Loyalty work

Introductions / Purpose education / Certification / Who is who
Trends: Market and Customers - Why is CRM, CX & Loyalty becoming more important?
Definition and Terminology – what is what and how is everything connected? Ie CRM, CLM, CVM, CX
CRM Barometer and Martech report – How do companies work today with CRM and new marketing technology
Setting Objectives and vision CRM & Loyalty work
The four founding pillars for succesful CRM & Loyalty work
Customer Loyalty: how to define loyalty and academic research around known effects regarding loyalty programs/initiatives

✔ Evening activity: Join The Stockholm Ghost Walk for history and mystery. Explore the dark streets and alleyways that make up the oldest parts of Stockholm – Gamla Stan. 

Day 2. Everything starts with the Customer

- Customer Insight, Customer Experience and Customer strategy/customer value management

Understand your Customer relationship  
- What drives Customer satisfaction and Loyalty? (EPSI rating)
- Customer Experience and Net Promotor Score (NPS)
Customer driven business development – Case
Customer portfolio and KPI’s such as Customer lifetime value
Customer strategy and value segmentation
Differentiated value propositions incl Loyalty concepts

Day 3. Customer Lifecycle and Customer journeys, how to create loyalty communication

- Basis for proactive Customer Communication

Customer lifecyle management and communication programs, ie Onboarding, Loyalty, Retention, Winback. Prepare for marketing automation.
Customer flows and tactical KPI’s
Customer journeys and how to identify key pain points
Loyalty concepts and Loyalty communication implementation

Evening activity: Welcome to an interactive journey through one of the greatest success stories in music history. ABBA The Museum is no ordinary museum. 

Day 4. Data och marketing technology for Omnichannel marketing

- New technology for differentiated omnichannel 1-to-1 communication

Customer Value Management – what is needed to be able to handle customers 1-to-1
Single view and omnichannel marketing automation (outbound/inbound), data needed
Next best action marketing
Advanced analytics & Big data
AI (artificiell intelligens)
Eco system and IT-structure
How to build a roadmap

Day 5. Organization, Challenges and Success factors

- How to drive CRM & Loyalty internally, agile way of working, relationship between departments

How to drive CRM&Loyalty internally
Agile way of working – importance of cross functional cooperation
Key roles and responsibilities for succesful CRM implementation
New trends for how to organize in large corporations
Case and examples
Course Reflection and Summary


- Certification test and diploma distribution will be done after Day 5 online

Online the week after the education
Estimated time 3-4 hours
Certificate sent in the post plus digital after approved test

Who should particpate?

This education is for you / companies who wants to get a holistic perspective on how you can strengthen customer loyalty and increase profitability through clear business strategies and new technology in a data-driven world.

This education is suitable for you who for example work as:

  • CRM & Loyalty Manager
  • CRM Specialist
  • Customer Experience Manager
  • Marketing responsible
  • Customer Insight Manager / Customer Analytics
  • Business consultant within CRM / Customer loyalty
  • Marketing Automation Specialist

What knowledge is required for this education?

You should work with marketing or CRM today and have insight to customer relationship work.


How do I convince my boss that I should participate?

Here are some good arguments!

✔ Marketing changes drastically as customers today expect proactive, tailor-made communication that is connected across all channels. Creating a world-class customer experience is an important competitive advantage in the future and we must keep up with the development!

✔ Increased competence within CRM and loyalty leads to increased profitability.

✔ Knowledge of new marketing technology is a prerequisite for being competitive.



Head teacher

Head teacher and content responsible for this education is Camilla Cramner. You will also meet and learn from invited experts. 

Camilla Cramner


Camilla Cramner, founder, speaker and strategic advisor at LoyaltyFactory. Camilla has a broad perspective on Customer Relationship management and Loyalty, acquired through many years at senior positions in large multinational companies, holding leading roles in Marketing, Brand, Customer Experience, CRM and CVM. Camilla has during six years been heading up a global initiative at Telia Company around CRM and CVM – implementing omnichannel marketing automation analytics, new business processes etc. Camilla is today actively educating, teaching, consulting in this area. Also running the network at Marketing Association in Stockholm in CRM, CX, Loyalty.

"Inspiring - Camilla expresses a feeling that nothing is impossible"

"Very competent and experienced - it is seldom you find a person who has such a broad understanding all the way from marketing to data and technology"

Guest lecturers:

  • Magnus Söderlund, Professor Stockholm School of Economics and author of award winning books
  • Charlotte Banning, responsible CRM Report and Martech report  
  • Johan Parmler, CEO Swedish Quality Index-EPSI Group  
  • Linda Eidenvall, Team lead Drive travel & Customer Developer at SAS (Scandinavian Airlines)
  • Klas Nicolaisen, IT Solution Manager, Telia Company
  • Gustav Rengby, Partner & Consultant analytics company RandomForest
  • Johanna Forslund, Head of Digital and Analytics Execution, Vattenfall
  • Anders Grahn, Agile consultant, Recoordinate

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