Next year will prove to be the most consequential year for companies adapting to digitally savvy, empowered customers, according to Forrester Research. The firm identified the top 10 critical success factors that will determine if enterprises thrive or fail in the “age of the customer.”

“Businesses have a lot at stake in 2016,” Cliff Condon, chief research and product officer at Forrester, said in a statement. “Empowered customers are changing the market fundamentals for virtually every industry, forcing companies to reinvent their strategy and operations.”

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