In June of 2002 Kyorin identified its "KICS"(Next Generation KYORIN Information Collaborated System ) corporate IT strategy to better accumulate, share and utilize information quickly and efficiently. The ultimate goal of this strategy for Kyorin is to make faster and more prudent management decisions based on a 360 degree view of their business. The Onyx CRM project was a direct result of the KICS initiative. Onyx is also the enabling technology behind Kyorin's proven Plan/Do/Check (PDC) process which allows them to create strategies, align actions to them, and evaluate results as an input to the next round of planning.

Kyorin established two primary goals for their Onyx implementation. First, Kyorin wanted to create a personalized and comprehensive portal that MRs could use to efficiently access all the necessary information for their daily operations. Secondly, the company wanted to create a central portal for marketing and management staff to get up-to-the-minute information on the performance of key parts of their business.

"Overall, we have been very impressed with Onyx," said Mr. Takashi Nishino, Director of IT, Kyroin Pharmaceuticals. "The flexibility and extensibility of the platform, overall ease of use, and Onyx's consistent track record for successful CRM implementations made the choice for us clear. We are confident that it will enable us to meet our aggressive CRM goals."

As a result of the implementation, MRs now have a centralized system to help them develop deeper relationships with customers. It also provides the tools they need to influence distributors who supply the medical community with pharmaceuticals products. MRs have a single system where they can easily access contact history, customers and distributor information, pharmaceutical product information, technical briefs/white-papers, sales reports, market information, and competitive information.

To foster greater collaboration and cooperation among the various departments Kyorin also created customized views of Onyx that provide relevant information to specific audiences including marketing, regional and branch managers, and executives. Through an executive dashboard in OEP, Kyorin executives are able to easily track and analyze key performance metrics such as sales performance and percentage of sales visit completion by MR in order to create more focused, effective tactics and strategies.

By automating daily tasks and streamlinging the sales process, Kyorin expects to increase overall sales productivity and effectivness. The company also expects an increase in MR productivity and skill level due to better access to information and increased sharing of sales best practices between MRs and management. The Onyx system will enable MRs to respond faster and provide more timely information to the customers and medical institutions increasing service satisfaction levels.

About Onyx Software:
Consona CRM (formerly Onyx Software Corp.) is a supplier of customer relationship management (CRM) software that allows organizations to increase sales, ensure customer loyalty, decrease costs, and establish a sustainable competitive advantage.