Real-time customer engagement is revolutionizing the way businesses connect with their audiences, allowing for instant interactions that enhance customer experience and drive sales. Last year, 76% of businesses said personalized customer engagement was a high or critical priority. This investment in real-time engagement is set to increase with advancements in AI, automation, new marketing channels and changing customer expectations.
“The idea of ‘pre-purchasing ‘for customers on your database—analyzing which ones are most likely to purchase—is already happening. It’s like FAQs on steroids,” says Pete Gillett, CEO and founder of Zuant. Over the past four decades, he’s led the development of cutting-edge solutions that streamline marketing communications and optimize sales processes to help businesses harness the power of immediate, data-driven customer interactions.
Redefining Customer Engagement at Events
Zuant is a leading mobile lead capture platform designed to help businesses streamline their customer interactions at tradeshows and events. The immediacy of data capture and response is what defines real-time engagement—making it a versatile tool for sales, from lead conversion to customer retention. For instance by immediate, customised email at the show, Open Rates higher than 60% are not unusual – way beyond normal, expected metrics.
At exhibitions, Zuant’s technology allows businesses to scan attendee badges, instantly share relevant content, and initiate follow-ups in real-time. “Traditionally, businesses at tradeshows would collect business cards in a fishbowl, hoping to follow up later,” says Gillett. “We introduced mobile CRM applications that enabled instant lead capture and engagement to respond to the inefficiencies of this approach.”
“By the time they get to walking onto your exhibition stand, they’ve already self-qualified themselves by making the effort to attend,” Gillett explains. His approach not only accelerates the sales cycle but also ensures that businesses capitalize on every potential lead without delay.
The Power of Gamification in Marketing
One of the most compelling innovations Gillett has introduced is the integration of gamification into lead generation strategies. A standout example is a tradeshow campaign featuring a large digital raffle, where attendees participated in hourly prize draws through a simple QR code scan. This engaging approach not only captured thousands of leads but also amplified brand interaction and on-site engagement.
“It doesn’t cost anything, and it’s so easy to do,” says Gillett, who’s built a reputation helping business turn conventional marketing activities into high-energy, data-rich experiences that drive deeper customer involvement by leveraging interactive digital tools.
The Rise of 3D Digital Twins in Sales and Marketing
Beyond tradeshows, Gillett’s work at Zuant has been instrumental in pioneering the use of 3D Digital Twins—a technology that is redefining online customer experiences. Partnering with Matterport, Zuant has enabled businesses like Hertz Rent a Car to offer immersive 3D scans of rental vehicles. Potential customers can explore a vehicle in detail, review leasing options, and connect with a live agent, all within a seamless digital environment.
“This approach creates your own digital twin of whatever your business is—open 24/7, in any language, and accessible globally,” Gillett explains. The ability to engage customers in an interactive, lifelike virtual space represents a paradigm shift in sales, bridging the gap between online browsing and in-person transactions.
Measuring Real-Time Engagement for Maximum Impact
The effectiveness of real-time engagement lies in data analytics and strategic follow-up. Zuant’s tools not only capture leads but also track user behavior, providing valuable insights into customer intent. With features like radar monitoring, sales teams can identify and prioritize the most engaged prospects.
“You’ll be able to see where they came from—was it a jump from an email or a particular website? That gives you an idea of what they might want to talk about,” Gillett says. This data-driven approach allows businesses to nurture long-term leads effectively. “Most crucially, this ensures that even prospects with a longer buying cycle receive personalized engagement over time,” he says.
The Future of Real-Time Engagement: AI and Facial Recognition
Looking ahead, Gillett sees emerging technologies like AI-driven analytics and facial recognition playing a pivotal role in customer engagement. Cameras on exhibition stands can now assess attendee emotions and buying intent, providing real-time feedback to sales teams. Similarly, AI-powered chatbots, informed by past interactions, are set to enhance customer support with more intuitive and predictive responses.
As these innovations evolve, they will continue to refine the accuracy and effectiveness of marketing strategies, making real-time engagement more seamless and impactful than ever before. Gillett’s ability to anticipate trends and integrate emerging technologies has transformed the way businesses interact with their audiences. Through Zuant, he continues to push the boundaries of digital marketing so businesses have the tools they need to stay ahead.
To learn more about Pete Gillett’s insights and innovations, visit his website or connect with him on LinkedIn.
