It’s not hard to get businesses excited about investing in the latest tech. New CRM? Check. AI tools to automate workflows? Absolutely. Digital marketing platforms? Let’s go!

But when it comes to investing in relationships, in the human side of business, it’s like we hit a speed bump. Suddenly, there are questions. “Is it worth the time?” “Do we have the budget for that?” “Can’t tech handle that too?”

The answer? No, tech can’t handle that. At least, not the way people can.

At The Expressory, we’ve always believed that relationships are the foundation of business growth and sustainability. But we wanted to know if other leaders feel the same.  Is this relationship-building stuff really as important in today’s digital-first world?

So, we asked.

Do Leaders Still Value Relationships?

Between October and November 2024, we surveyed business leaders, all executives or senior leadership at professional service firms across industries. 

And the results were loud and clear.

Across every mindset, every industry, and every size of business, leaders told us:

Strategic engagement, building and nurturing relationships with care and intention, is no longer optional. It’s a competitive advantage.

Here’s what these leaders told us:

• 94% strongly agree that important business relationships are worth investing time and money in.

• 90% say that when business contacts feel genuinely cared for, they’re more likely to remain loyal.

• 70% believe that most people want more meaningful interactions in professional environments.

• 65% say authentic expressions of care are essential to strong business relationships.

• 72% consider feeling connected to professional contacts one of their top three priorities.

• 80% say that building relationships with business contacts is extremely important.

• 96% believe that care improves profitability.

• 90% say that fostering a culture of care is very important.

I mean, these numbers aren’t just interesting, they’re definitive. This isn’t just a gut feeling. Leaders know that relationships drive business.

Why Does This Matter More Than Ever?

We all know the feeling of getting a thoughtful handwritten note, an unexpected check-in, or a personal conversation that feels genuine. These are gestures that stick with you.

But in a world driven by speed, convenience, and automation, those moments of true relationship building are becoming rare. And that scarcity makes them even more valuable.

Strategic Engagement is A Modern Growth Strategy

At The Expressory, we talk a lot about strategic engagement. Not just random acts of kindness. We’re talking intentional, consistent touchpoints that make people feel seen, valued, and understood.

It’s not about sending a gift for the sake of checking a box that says you appreciated someone today. It’s about designing touchpoints that reflect who your clients, partners, or team members are and what matters to them.

• A well-timed message.

• A personalized gift that shows you were listening.

• An acknowledgment of a milestone that makes someone feel seen.

These actions build what we call emotional loyalty. The kind of loyalty that goes beyond convenience. It’s what keeps people coming back. It’s what turns clients into advocates.

Emotional Loyalty as a Product of Care

People have choices. Lots of them.

Emotional loyalty is what happens when people love working with you, not just because you deliver, but because you get them. Because they feel cared for.

That’s the loyalty that leads to:

• Reduced churn.

• Faster conversions.

• More referrals.

• Stronger, more resilient business relationships.

And hey, 96% of leaders told us they believe that care improves profitability. That’s not just feel-good stuff. That’s business strategy.

Tech Can Help, But It's Not the Whole Answer

Don’t get me wrong, tech is great. It keeps things organized, makes workflows smoother, helps us scale. But tech can’t replace the human touch.

It can’t:

• Remember that your client’s daughter is graduating next month and it’s her last child at home.

• Sense that a partner is going through a tough time.

• Identify and celebrate the small wins that matter to a team member.

That’s where strategic engagement comes in. It’s about weaving these moments into the fabric of your business, so your clients, partners, and employees feel seen, not just managed.

Ready to Put This Into Practice?

The biggest surprise from our research? Just how unanimous the response was. Because while we’ve always believed in the power of relationships, we weren’t sure if that was just our corner of the world.

Turns out, it’s not. Today’s leaders agree, relationship building isn’t optional anymore.

Want more insights like this? Check out our executive summary, where we dive deeper into the data and share practical ways to bring strategic engagement into your business.

Read the Executive Summary (Link to be added!)

Or better yet, join one of our upcoming Q&A sessions. We’ll help you figure out how to make this work for your business, without adding more to your plate.

Because at the end of the day, it’s not about more tech.
It’s about better relationships.

5 Questions to Ask Yourself Right Now

If you’ve read this far, chances are you’re already nodding your head. You know relationships matter. But knowing and doing are two different things. Before you go back to your day, take a moment to ask yourself:

1. Am I investing as much in relationships as I am in systems and software?
   Tech is easy to measure and justify. Relationship-building? Not so much. But which one actually builds loyalty?

2. Do the people who matter to my business feel genuinely cared for?
   Clients, partners, team members, do they feel like they matter beyond the transaction?

3. Do I have a process for maintaining meaningful touchpoints?
   If not, how do I make sure no one falls through the cracks? Consistency is where trust builds.

4. Is there room in my business for empathy, celebration, and shared experience?
   These moments don’t just happen. They need space and intention.

5. Does my company culture reflect a commitment to human connection?
   Internally and externally, does your business walk the talk of care and community?

Your answers to these questions don’t need to be perfect. They just need to be honest. Because once you see the gap, you can start closing it with intention, with care, and with a little help from folks like us who live for this kind of work.