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.”

The top 10 critical success factors include:

  • Personalizing the customer experience (CX)
  • Implementing multidiscipline CX strategies
  • Disrupting leadership
  • Connecting culture to business success
  • Operating at the speed of disruptors (leaders accept that disruption is now normal and will animate their scale, brand, and data)
  • Evolving loyalty programs
  • Converting analytics to customer value
  • Mastering digital
  • Elevating privacy as a differentiator
  • Putting in place a customer-obsessed operating model

New market dynamics are in play for 2016, the firm says, and the gap between customer-obsessed leaders and laggards will widen. The decisions companies make, and how fast they act, will determine if they thrive or fail in the future.

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