This research report summarizes a case study of Figleaves, an online retailer of lingerie and swimwear, and their implementation of e-CRM (electronic customer relationship management) integrated with their e-business operations. Key points include: 1. Figleaves launched their website in 1998 and first implemented e-CRM in 2001 to manage customer relationships and orders online. 2. They selected an e-CRM vendor called Infra-software in 2000 and launched the new system in 2001 to improve inventory management, same-day ordering, and create a more user-friendly customer interface. 3. The e-CRM system was evaluated as a success, providing benefits like 24/7 online shopping, real-

1. RESEARCH REPORT
• Student Name : Phisuthisak N. (ICE)
Paul P.
• Student ID : 3902564, 33686589
• Teacher : Brendan McCarthy
Carmine Sellitto
• Subject : Customer Relationship
Management

2. E-CRM
INTEGRATING CRM WITH E-BUSINESS

3. Business Background
E-CRM CONCEPT3
OVERVIEW
CASE STUDY : FIGLEAVES3
Objective
E-CRM Implementation
Evidence Of Success
Welcome to Figleaves

4. 1.0 E-CRM CONCEPT
E-CRM
Integration between customer
relationship management with E-
technology.

5. 2.0 CASE STUDY : FIGLEAVES
(Julia Reynolds, the Chief Executive Officer
of Figleaves, 2007)
“Our mission is 'to bring moments
of luxury to everybody' whether
by offering a hassle free, relaxed
shopping experience, making
customers feel like they have
received a gift in the post with
our beautifully wrapped parcels,
or the simple pleasure of
interacting with the figleaves.com
brand and becoming part of our
online community”

6. 2.1 Business Background
-1998-
www.
figleaves.
com-2001-
Fist time
E-CRM
Implement
-2004-
Expand
Business
to USA.
-2005-
Upgrade
Version
-2012-
One of the
biggest online
retailer

7. 5.1 Business Background

8. 2.3 Implementation Objectives
Inventory
Management
Same day
Ordering
Future
Expansion
User
Friendly
Interface
Goal
&
Objective
Customer
Loyalty

9. 2.4 e-CRM Implementation
“We selected Infra-
software because it
represented best value
for money in terms of
out of the box
functionality and
scalability to future
needs (Paul Kennedy,
Technical Operations Manage
2001)

10. Select Vendor (2000)
2.4 E-CRM Implementation
Project Preparation (2001)
Launch Project (2001)
Go-live & Support (2003)
Evaluation
Upgrade (2005)

11. 2.5 Evidence of success
24 Hours Online Shopping
Real-Time Information
“Blame On Us” System

12. 2.5 E-CRM Implementation
Free gifts & Vouchers
Direct Marketing Campaign

13. 2.6 Welcome to Figleaves. !!!

14. 7.0 CONCLUSION

15. BIBLOGRAPHY
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