Customer experience is one of the many business trends highlighted at the Zendesk Relate Conference. Customers in the age of the smartphone have more power than ever before. They’re capable of doing product research on their own, and take full advantage of it. Businesses of all shapes and sizes are being forced to look differently, and with more respect, at customers. Instead of customers trusting businesses to sell them quality products and services, customers are dictating how businesses should be run. Customers today are placing a much higher significance on customer service and social values. They’re looking for a personal connection with the businesses they associate with. It’s up to businesses to take advantage of modern technology to ensure their customers’ needs are met and they are reporting positive customer experiences.