To say that customer service is the core value of a company is an understatement — especially in the business-to-business (B2B) world.

The success of any B2B relationship centers mainly on client relationships. With successful relationships, clients are able to see their partner as a trusted one — specifically when partners are able to differentiate themselves from the competition.

Since most business communication today is through email, it's essential to build lasting relationships in order to stand out above the rest.

"Mastering the art of writing effective emails to build business relationships is critical to getting your message through the noise generated by technology and to interrupt the hypnotic trance of someone staring at their computer or phone screen," said Bob Ramsey, CAE, executive director, Virginia College of Emergency Physicians (VACEP).

That said, should you get personal?

I sat down with some leading professionals I work with on a weekly basis to discuss their thoughts on maintaining and strengthening electronic relationships. Some of which we've been nurturing for more than three years.

What do you expect from a business relationship that's maintained through email?

"If you had asked me this question a decade ago my answer would have been, a limited relationship, lined with miscommunication and missed deadlines," said Marisa Raso, membership and marketing senior manager, International Association of Forensic Nurses. "In this current business climate, electronic communication has become the conduit that bridges the gap between time zones, language barriers and short deadlines.

"Email allows us to communicate anywhere and at any time. Communicating electronically no longer has that sterile stigma that used to be associated with it. With various devices available to access our emails, we have become more available, responsive and quicker with deliverables. This leads to a stronger relationship with open lines of communications and trust."

Is discussing more than business acceptable?

"Adding a personal side into your emails helps develop a better working relationship, no doubt, but there are some limits on what you should and shouldn’t do," said Ashley Taylor, owner and graphic designer, AshleyT Designs.

"You want to try and stay away from everything you'd stay away from during your holiday meals — religion, politics, sex, etc. That said, you can discuss vacations, weddings and all the celebrations that bring excitement to one another. Whenever someone mentions their vacations to me, I get excited — and envious — for them to go relax and have fun."

How do you break down the barrier between business and casual emails?

"I like to be remembered by my emails, so I work at making my emails to be different and unique," Ramsey said. "I'll often respond with a piece of free clip art to make a person laugh.

"I listen to and capture personal interests or information in my Outlook contacts. Repeating these seemingly small facts often builds a lasting relationship because of making the effort to learn about them. Commenting in an email about something important to them makes you uniquely different.

"To break the digital space even more, I include a photo of myself in my signature, because I want people to remember me as a person not just an electronic signature."

How do you know when you've hit the level to discuss more than business?

"You have to start small," said Wendy Knefelkamp, communications manager, Arizona Nurses Association. "Sign your email with something innocuous but that might elicit a response. 'Have a great holiday weekend' or 'Hope your Monday is going well.' If the person on the other end responds in kind or with something similar, you know that person will be receptive.

"From there, just a sentence or phrase in each email that is friendly. If the person you are emailing with is responding in kind, you know you've found someone who you can usually get more personal with. Some contact will never go beyond the basics of 'Have a good vacation,' which could be followed by 'Thanks, I will!' But if the person responds with 'Thanks! I can't wait to go! I'm so excited!' it feels much more open to taking the next step in the next email asking where they went or what they did."

What are the benefits of having a close relationship with a business partner?

"Trust and respect," Raso said. "As a staff member at a small member-based association, I need my partners to be extensions of myself. I rely on them to understand my member or prospective audience just as I do. Having a partner that I have worked with that gets me and my needs is priceless. They actually make my job easier."

"It develops a connection that benefits both your business relationship as well as your networking opportunities," Knefelkamp said. "You will be remembered when an opportunity arises because of the relationship you have. It could be something as simple as passing your name along when someone needs an assist to something as big as job promotions.

"The personal connections you build with people allow for your own professional growth in ways you can never expect."