Relationship Building and people skills reign again for LinkedIn’s breakdown of the most in-demand skills of 2025. We know that high-quality relationships at all levels support increased job performance, but why? It’s the quintessential human element of understanding and authenticity that drives trust, purpose and connection.
As AI continues to automate and dominate specific tasks, so too does the need for human-centric skills like teamwork and resilience. A study published in The National Centre of Biotechnology Information shows that the effects of relationships in the workplace carry into our personal lives, positive or negative and whether we like it or not. Which means that when positive relationships are created, it has an incredible impact on engagement, psychological health and resilience. This translates to increased retention and productivity when we’re back in the office.
In customer-facing roles, great relationship-building drives loyalty and increases lifetime customer value.
According to Harvard Business Review, increasing customer retention by just 5% can increase profits by 25-95% more open to upsells and cross-sells.
Relationship Building & Personalisation
Whether you’re building products or partnerships, personalisation isn’t a feature—it’s the foundation. It all comes down to creating memorable experiences through our everyday interactions. When it comes to business, memorable experiences turn customers into advocates, which leads to glowing reviews, referrals and word of mouth. This is marketing that’s more powerful than any paid ad, and it all starts with the interactions that audiences have with companies. The better you know a customer, the more unique an experience you can design for them, which according to McKinsey can drive a 5-15% increase in revenue.
For B2B businesses particularly, personalisation and relationship building are mission-critical for long sales cycles. It provides a competitive advantage where sales reps become trusted advisors. Customers become more receptive to new solutions a less price-sensitive. Buyers aren’t just choosing products anymore, they’re choosing people.
Rentention
According to Forrester, 77% of B2B customers state that their most recent purchase was very complex or difficult. Companies that are focused on the journey of their partners create great opportunities for themselves simply by experience before the product is even delivered. This also develops trust, and with trust comes flexibility.
Negotiations can be notoriously tricky but they become easier when there is great communication and established trust. McKinsey has also discovered that strong executive-to-executive relationships in B2B deals are a major factor in ‘stickiness’. Feeling valued at a leadership level makes clients more likely to renew and expand.
Relationship-Building: What Next?
The truth is, that anyone can build strong, long-lasting professional relationships—with clients, colleagues, or collaborators. It starts with a mindset shift: relationships aren’t just a part of the job; they are the job. From first contact to long-term partnerships, the ability to connect with authenticity, understand individual needs, and show up with consistency makes all the difference.
As AI handles more of the technical lift, the human layer—empathy, listening, adaptability—is where real value is created. Building trust isn’t a one-time task; it’s an ongoing investment that pays dividends in loyalty, collaboration, and innovation. And like any skill, it can be learned, practiced, and refined.
So what’s next? Keep it personal. Stay curious. Lead with empathy. And remember: the relationships you build today are the resilience, retention, and revenue of tomorrow.
Discover how we can help you and your organisation develop communication, resilience, and relationship-building by booking a discovery meeting here.
