CRM represents an enterprise approach to developing full-knowledge about customer behaviour and preferences and to developing programmes and strategies that encourage customers to continually enhance their business relationship with the company. Customer Relationship Management is the entire process that focuses on the interface between the organization and its customers. The purpose of CRM is to improve marketing productivity by increasing marketing efficiency and enhancing marketing effectiveness. The goals of CRM are use existing relationship to grow revenue, use integrated information for excellent service, introduce more repeatable sales process and procedures, create new value and in still loyalty, implement a more proactive solution strategy. Therefore, this study attempts to review the effective relationship between CRM and customer fulfilment and trust with reference to retail store.