The following report is aimed at critically analysing the potential of implementing Customer Relationship Management (CRM) within Wm Morrison’s plc. It contains a literature review regarding the subject area of CRM and also focuses on discussions of various methodologies approaches that have been used in the research area to achieve the reports objective. The min key is to critically analyse the potential of implementing Customer relationship management. The research carried out identifies and analyses CRM within Morrison’s, also included in the research is whether Morison’s have a CRM system, and how Morrison’s acquire it. The primary key was to interview the CIO of Morison’s and also to ask customers and employees to fill out questionnaires. From the findings it came to my attention that Morrison’s CRM system is secure in the results it demonstrates that the majority of Morrison’s customers are satisfied with their customer service