The document discusses the importance of digital tools in building and managing business-to-business (B2B) relationships, highlighting that effective service quality is crucial for successful interactions. It introduces Enterprise Relationship Management (ERM) as a proprietary technique that connects organizational strengths with customer needs, ultimately enhancing service in a digital context. Recent research indicates that improvements in service quality significantly influence purchase decisions and relationship dynamics in B2B settings.

1. Hello. This is ERM.What we do.3 October, 2009

2. Use digital to build business relationships

3. AB2B relationship is a dynamic link between at least two parties operatingwithin a given industry and expecting mutual benefits from each other...the quality and nature of the relationship depends on the quality of the interaction process. (Zineldin, 1995).

4. Improving service delivers value Recently completed research with Cambridge University shows that:Relationships are at the core of B2B (Cambridge University)Service is the strongest contributor to relationships (McKinsey : near 50% of purchase decisions rely on the quality of the interaction)Digital tools & techniques are strongest contributor to service management. (McKinsey)

5. What is Enterprise Relationship Management®?ERM provides a way for clients to connect organisational strengths with customer needs and create mutual value on a long term basis.It uses digital techniques to create loyaltyIt is a proprietary technique which maps relationships The outcome is service improvements in the digital environment, connecting the powerful technology infrastructure which has been laid down over the past 5 – 10 years with the personal interactions which continue to drive business relationships. It will be relevant to buyers in marketing but also to senior operational roles such as Commercial Director, Customer Service Director, Projects Director.