SUMMARY In this conversation, Joseph Michelli and Mark Slatin explore the intricacies of customer experience (CX) and the pivotal role of trust in building effective relationships between organizations and their customers. Mark shares his journey in establishing Empowered CX and emphasizes the importance of trust as a dynamic and investable asset in both interpersonal and institutional contexts. They delve into the Trust Equation, discussing its components and how organizations can leverage technology to enhance trust and intimacy with customers. Mark also highlights his contributions to education in the CX field through his teaching at Michigan State University and the development of master classes aimed at empowering future CX professionals.  TAKEAWAYS Mark Slatin founded Empowered CX to support CX leaders. Trust is essential for effective customer experience. The Trust Equation includes credibility, reliability, intimacy, and self-orientation. Intimacy in business is about creating psychological safety. Organizations can leverage technology to enhance customer relationships. Building trust requires understanding both interpersonal and institutional dynamics. CX leaders must focus on emotional connections, not just transactional outcomes. Education is crucial for the next generation of CX professionals. Master classes can help professionals improve their trust-building skills. The journey of customer experience is ongoing and requires continuous learning. CONTACT MARK SLATIN WEBSITE: https://www.empoweredcx.com/ LINKEDIN: https://www.linkedin.com/in/markslatin/  CONTACT JOSEPH MICHELLI WEBSITE: https://josephmichelli.com/ LINKEDIN: https://www.linkedin.com/in/josephmichelli/