Success Story: Myriad

Myriad Genetics needed an effective CRM solution that served the needs of its North American Sales organization and integrated with existing enterprise systems to allow interdepartmental collaboration. Serene provided the expertise and experience to implement and integrate an on-demand CRM solution that was easy to use and maintain.

The Client

Myriad Genetics is a biopharmaceutical company focused on the development of novel healthcare products. The company’s drug discovery and development is strong in the areas of cancer and antivirals. Myriad also develops predictive and personalized medicine products. The company markets its products to individual doctors and hospitals through its own distributed sales force in the United States and Canada and through international partners.

The Environment

Myriad had a customized implementation of Oracle E-Business Suite (EBS) 10.x, which was used by the front- and back-office teams. Sales used Oracle Sales Online for contact and activity management, to fill out call reports, and to collaborate with Customer Care, which was responsible for tracking and ensuring completion of test requests and responding to customer inquiries. Customer Care used a custom Java-Swing-based application that was integrated with EBS to allow collaboration with Sales.

The Problem

Unfortunately, user adoption of Oracle Sales Online was low due to the limited and non-intuitive user interface. Activity and call reports were entered late or not at all because it took so long — up to a couple of hours. Another shortcoming was the cumbersome search capability. In addition, Sales did not have the ability to project pipeline, sales by territory, or potential revenue. With a heavy dependence on IT, users had limited flexibility in modifying the application to meet their dynamic business requirements.

The Challenge

Myriad chose Serene based on our domain experience and technical expertise to assess the situation and recommend a solution. We identified several major challenges:

A CRM solution would require tight integration with Oracle EBS to enable Sales and Customer Care users to share information.
Customer Care would require the ability to place orders for tests and interact with Finance in EBS.
The implementation would have to provide effective Change Management to transition users and processes without disrupting workflow.
Reporting capabilities would have to incorporate complex territory management rules based on zip code and product specialty.
Myriad’s highly knowledgeable Oracle IT team would need training due to limited exposure to integration and CRM technologies.
The turnkey deployment would have to give Myriad employees sufficient knowledge for self- sufficiency after completion of the project.

The Solution

Serene recommended an implementation of Oracle Siebel CRM On Demand for Myriad’s Sales and Marketing groups. With an emphasis on ease of use, Serene ensured the usability and adoption of key processes such as activity and contact management. Real-time and historical reports were embedded in key areas in the application to provide relevant, context-sensitive information to users when they needed it.

Over 11 distinct integration interfaces were implemented with Oracle EBS to ensure complete availability of information to users of both Oracle EBS and Siebel CRM On Demand, whether in Customer Care or Sales. A key feature of the integration was the management of complex territory assignments in Oracle EBS and account and contact assignments in CRM. Sales now had up-to-date information on tests ordered by customers and the status of these tests. Customer-initiated issues and subsequent interactions were replicated in both systems to provide Sales and Customer Care a complete view of Myriad’s customer relationships.