By: Joshua Finley

Customer relationship management (CRM) software has become an indispensable tool for businesses of all sizes. Yet many companies still struggle to effectively capture and nurture leads. According to CRM pioneer Peter Gillett, the key is implementing solutions that provide a personal, high-touch experience.

As the CEO of Zuant, Peter has spent decades developing CRM and lead capture technology for clients worldwide. From early paper-based systems to today’s AI-driven software, he’s stayed at the forefront of relationship-focused innovations.

Adapting Old Methods To New Technology

Recently, Pete reflected on the progression of his work. “When I started my career, marketing was so much simpler compared to the digital world we’re in now,” he recalled. “You paid for TV, print and direct mail advertising. Big sums went to media and ad agencies. As an engineering type, I thought – doesn’t the client want to know the return on that spending?”

This logical approach of tracking leads and sales drove Pete to create feedback processes. “We used NCR paper – inquiries from magazines were sent to clients. Salespeople used tear-off cards to rate leads. It was all about tracking ROI and finding the most successful media,” he explained.

As technology advanced, Pete and his team adapted these methods to new innovations. He shared, “We embraced AI for a bit, then found good applications – like our Zuant app. It lets you scan badges at events and capture attendee data to follow up properly.”

Personal Experiences Drive Consumer Desires

While software can streamline lead collection, Pete stresses that customers crave real human connection, especially post-COVID. He posed the question – “Haven’t we all been frustrated by the lack of service and response lately?”

Pete elaborated on this disconnect. “You call a company, get a chatbot. No free phone number, just pages of options. You’ve lost the will to live before getting an answer!” He believes this experience deters sales. “Often you think, ‘I give up, too much bother to buy.’ People buy from people who want to sell to you.”

The solution, according to Pete, is restoring that personal touch. He likened it to dining out. “It’s like going to an Italian restaurant you’ve never visited. The manager greets you like an old friend, knows your usual order. Your client feels impressed – that’s good service that stands out.”

Virtual Engagement Innovations

To replicate friendly service remotely, Pete has expanded into virtual spaces. “We’re now developing tools for the metaverse. You enter a virtual art gallery, speak to an attendant about a piece of art via a button,” he described.

AI also enables more personalized digital experiences. Pete explained, “We’re building a tool using AI that can take an image of someone’s badge at an event and pull up their information to contact them. It will open up our app to new people.”

He believes virtual service must feel authentic, not intrusive. “You never know, we may have AI contact lenses someday! Facial recognition showing someone’s age, interests – a bit spooky if we go that far,” he conceded.

Insights for Aspiring Entrepreneurs

Recalling his early days, Pete warned against pursuing too many ideas. “When you’re young, there are endless ideas which could create businesses. Know what to focus on,” he advised.

For new entrepreneurs, he recommends involving knowledgeable partners. “Find a really good developer as a technical partner. Have them engineer the whole process,” Pete suggested. He stressed that solid engineering should be done in-house.

Outsourcing digital marketing is Pete’s other tip. “Hire agencies based on who’s best, don’t spend a fortune. Test and put money behind what works,” he said. With endless marketing options, careful testing is key.

Fostering An Innovative Team Culture

At Zuant, Pete fosters innovation and flexibility to adapt to constant change. “Despite the age variation, being young at heart is important. Markets shift quickly – get input from all ages,” he remarked.

Pete aims to inspire pioneering approaches from each employee. “You might be in customer success – how will you do it better than others?” He also encourages trying new tactics, stating “If every day was the same, we’d all give up.”

In closing, Pete expressed gratitude for his team and well-being. He remarked, “Having a brilliant team is good. And staying young and healthy – that’s all that matters.” Pete also discussed failure, noting cultural differences in perception. But he encouraged entrepreneurs to keep trying, stating, “You can’t make the right decisions all the time – it’s all very good experience.”

After decades pioneering CRM technology, Pete’s focus remains on guiding companies to build strong connections through customer service. By melding emerging tools with a human touch, he believes businesses can nurture leads more effectively in today’s shifting landscape.

To learn more about Peter Gillett and Zuant, check out his LinkedIn profile.

Published by: Nelly Chavez