The most important trends in CRM right now are "the rise of the millennials, the rise of the promoter economy, and the rise of the conscious consumer," said Matt Price, Zendesk's SVP of emerging businesses. "The 'R' in CRM is relationship, and all of these things impact how we develop relationships with our customers. We're moving beyond a series of transactions to relationships. Even 10 years ago with traditional CRM, it was really down to the customer's financial transaction history and the notes that the CSR rep put in the customer record."