“Several years ago, Forrester began to see that power was shifting from institutions to customers. Simultaneously, digital as a disruptive force was emerging. Forrester made the call: the combination of these forces would alter market fundamentals and force companies to change strategic direction and rethink operating models. It’s called the Age of the Customer. In this era, digitally-savvy customers would change the rules of business, creating extraordinary opportunity for companies that could adapt, and creating existential threat to those that could not.” — George F. Colony