Multinational corporation ABBYY uses Content IQ to affect digital transformation. They empower enterprises with an array of products, one of which we’ll discuss today–their mobile app, the “ABBYY Business Card Reader.” This reader allows salespeople to scan and manage all their business cards and contacts in just taps on their phone. And thanks to Kloudless, the data ingested from business cards seamlessly maps to fields in the user’s CRM of choice.
Imagine you’re an extremely productive salesperson, with all the determination and knowledge you need to succeed in your industry whether it’s government, insurance, utilities, manufacturing or finance. You’re often away from your computer, running your business from your mobile phone. While the use of business cards within a routine weekday declines, you’re networking hard in your industry, which means exchanging business cards regularly at your target prospects’ conferences and watering holes.
As a driven sales professional, you’re doing more than collecting card stock. At each event, you need to do extra when you meet a promising prospect. Depending on the conversation, you may need to transfer the lead to someone else, keep a record of the products the prospect shows interest in, note on their contact record that their spouse adores sauvignon blanc, and set a reminder for yourself to follow up in a week. And the specific keywords you use when typing your notes into your mobile app need to trigger some of these labels and actions. Easy right?
Controlling the flow of valuable contact information can be simple if your technology helps you avoid duplication between your mobile app (ABBYY) and your CRM system. When this happens, everything in the business card you scan as well as what you enter into the ABBYY Business Card Reader seamlessly lines up and effects action with your CRM.
While ABBYY’s Business Card Reader is not the only one on the market, it enjoys exponential adoption because of the speed and seamless nature of its features and integrations. As word of the app’s ease of use spread, prospects came clamoring with requests for it to connect to more than just one CRM.
Depending on the CRM, to meet these requests the product team would need to divert its attention to the hundreds of fields and quirks inherent to each CRM API to decide whether and how to expose such fields within their app. Which are optional? Do they need to support country codes? What if they need ancillary fields such as middle name, company web address, secondary email address or notes? Executing the integration with each CRM themselves would require the creation of their own finicky trial environments where ABBYY developers would spend their time testing exports.
Knowing that the workflow to connect their first CRM, Salesforce, looks similar to that needed for another, ABBYY’s product leaders sought a provider who could cut down on duplicative work. And once they connected with a couple of CRMs, they would need their integration solution to keep a door open to connect with longer-tail CRMs down the road.