By: Joshua Finley

Customer relationship management (CRM) software now plays a vital role in managing interactions across all industries. Yet as life shifts more fully online, consumers crave real human connections amid the digital noise. According to CRM innovator Peter Gillett, the key is blending technology with authentic service.

Peter Gillett – the CEO of Zuant – has spent over 30 years developing CRM and lead capture solutions. From early paper systems to AI-powered apps, he’s remained at the forefront of putting relationships first.

Recently, Peter shared insights on continually adapting to provide personalized experiences that deepen customer loyalty.

Accepting Digital Frustrations

Reflecting on customer frustrations today, Pete posed the question, “Haven’t we all been frustrated by the lack of service and response lately?”

He described the endless digital obstacles consumers face. “You call a company, get a chatbot. No number, just pages of options. You’ve lost the will to live before getting an answer!” according to Peter. This disconnect deters sales, as he explained. “Often you think, ‘I give up, too much bother to buy.’ People buy from people who want to sell to you.”

To really attract and retain customers now, Pete stresses that businesses must restore personal touchpoints. He likened it to dining out. “It’s like going to a new restaurant. The manager greets you like an old friend, knows your usual order. Your client feels impressed – that’s good service that stands out,” Peter stated.

He believes virtual interactions must feel equally authentic and familiar. Pete shared, “We’re now developing tools for the metaverse. You enter a virtual art gallery, speak to a real person about art via a button.”

Combining Old and New Approaches

While software can streamline operations, human connections remain indispensable according to Pete. He explained, “Despite the age variation on our team, being young at heart is important. Markets shift quickly – get input from all ages.”

Peter noted that tactics must evolve with consumers. “The old techniques like phone calls don’t work anymore,” he observed. Still, his core approach of tracking leads and monitoring marketing ROI originated decades ago. As Pete remarked, “It was all about tracking ROI and finding the most successful media.”

By blending time-tested relationship building with cutting-edge tools, he aims to help companies make meaningful connections in today’s digital-first era.

Choosing The Right Tech Partners

When advising entrepreneurs on leveraging technology, Peter stresses finding an in-house development partner. “Have them engineer the whole process,” he recommended. Outsourcing digital marketing is his other key tip. As Peter said, “Hire agencies based on who’s best, don’t spend a fortune. Test and put money behind what works.”

He also warns against overextending resources on too many innovations. Peter advised, “When you’re young, there are endless ideas which could create businesses. Make sure you know what to focus on.”

Value of Strong Relationships

While advances like AI open new outreach channels, Pete cautions against overly intrusive uses. “You never know, we may have AI contact lenses someday! Facial recognition showing someone’s interests – a bit spooky if we go that far,” he said.

His guiding principle is enhancing connections, not disrupting privacy. As Pete noted, “We’ve got our niche, our space. We know what we do really well – we think we’re the best in the business.” By keeping innovation focused on relationships, he believes companies can provide the meaningful experiences consumers demand today.

While believing productivity often improves in the office, Pete compromised to accommodate employee needs in our new normal. He stated, “In a relatively small business like ours, we’ve moved to have people back four days a week – I prefer five!”

Peter obviously realizes some roles work fine remotely. However, he noted that for client-facing positions especially, in-person collaboration is invaluable. In the end, supporting his team’s well-being and ability to innovate remains Pete’s first priority as a leader, and the new, young talent can only learn a full set of skills with in person communication.

Gratitude and Lessons Learned

When asked what he is most grateful for, Pete expressed, “Having a brilliant team is good. And staying young and healthy – that’s all that matters.” He also discussed entrepreneurial failure, encouraging startups to keep trying. As Peter wisely stated, “You can’t make the right decisions all the time – it’s all good experience.”

After decades pioneering CRM, Pete stays focused on his team and enhancing customer connections, believing those fundamentals remain key in our increasingly virtual world. To learn more about Pete Gillett, you can visit his LinkedIn profile.

Published by: Josh Tatunay