Omnichannel & CRM Certificate

This certificate will enable you to consolidate an augmented CRM strategy that embraces all of your organization’s stakeholders. You’ll be able to design and lead a relationship program that activates all available contact points. You’ll then be able to monitor and measure the effectiveness of your omnichannel relationship management system.

Essential information


100% remotely


24 hours
5 half-days


€2490 (excl. taxes) + optional individual coaching



The Omnichannel & CRM Certificate course program

1. The pillars and pitfalls of CRM in the omnichannel era

  • - The roots of customer orientation : Myopia Marketing, Relationship Marketing and Customer Centricity
  • - The pillars of customer relations : understanding and measuring customer satisfaction, loyalty and value
  • - Understanding and exploiting CRM metrics: NPS, CES, Churn, CLV
  • - Customer value management models: segmentation, scoring, value-based targeting
  • - 1st party data collection strategies
  • - Customer insight and knowledge approach
  • - Analysis of the structure and evolution of a client portfolio in connection with objectives

2. Design and lead an omnichannel relationship program

  • - Type of programs: relationship program, CRM program, loyalty program, ambassador program
  • - Design a differentiated activation plan by segment and by channel
  • - Lifecycle and automation: design triggers
  • - Materialize your program: card, kitty, interface, app
  • - Membership: which strategies?
  • - Earn/Burn, Rewards, Points, Status: arbitrate the mechanics of a program
  • - The fundamentals of Business Intelligence : Collection, Storage, Distribution and Use of data in CRM
  • - Impact Data: Database management and program technology stack

3. Orchestrating CRM and programmatic: exploiting the synergies offered by omnichannel

  • - Understanding the fundamentals and methods of people-based marketing
  • - Augmented CRM: Exploiting programmatic CRM opportunities
  • - Leveraging a Customer Data Platform: best practices and use cases
  • - Doing people-based without CDP: what possibilities?

4. Measuring the effectiveness of omnichannel CRM

  • - Managing customer value : the contribution of incrementality-based models
  • - Adopt a Test & Learn approach, how to optimize a CRM program
  • - Performing optimization tests (mechanical, impact forecasting)
  • - Measuring customer engagement : what approach?
  • - Risk analysis and modeling of program costs

5. Practice: preparation and presentation of a case study (optionnal)

  • - Onboarding stakeholders: customers, employees, partners
    • - Coaching based on a case study

The 4 key contributions of this course

Consolidate a CRM strategy that embraces all stakeholders in your organization

Be able to design and lead an omnichannel relational program

Leverage the opportunities of an "augmented CRM" thanks to programmatic in a people-based vision

Manage the effectiveness of a relational program according to defined objectives and adopt a test & learn approach to optimize it

The approach of the course


A 100% remotely format
Synchronous group sessions (5 live sessions - 20h) and asynchronous individual sessions (4h)


Innovative teaching methods
Real-life use cases, virtual meet-up, office hours with speakers


A limited number of participants
for a personalized approach, live sessions with a Numberly expert on each topic

It is aimed at people with professional experience in marketing, CRM, customer experience or customer service in B2C sectors (Retail, Services, FMCG), in particular, customer experience manager, head of customer service, CRM project manager, CRM manager, loyalty manager, CMO. It is not necessary to have a loyalty program to follow this course.

Prerequisites for enrolment (single- and multi-company format): mastery of customer marketing concepts and knowledge of the fundamentals of a CRM lifecycle and campaign management.

Yseulys Costes

Co-founder & CEO

Digital advertising


Business strategy



Nicolas Filatief

Managing Director

Digital strategy


Omnichannel marketing


Data collaboration

Thibaut Munier

Co-founder & COO

Marketing strategy


Business intelligence


Loyalty program


Customer satisfaction

Sandra de Brito da Costa

Executive Director

Business and marketing strategy


Digital Marketing & Customer Engagement



Grégoire Bothorel

Head of Research

Relational marketing


Omnichannel strategy





Catherine Marion

Content Marketing and Communication Manager



Data Marketing


Customer engagement

Philippe Delieuvin







Margot Rivière

Digital Marketing and CRM Consulting Director



Digital strategy

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