Customers are the key to business success. And changes in how customers engage with your business are forcing changes to marketing, product, and business strategies. In the "age of the customer," business leaders recognize that the landscape is changing as they rate customer acquisition, retention, and service as their top business priorities. Enterprise architecture (EA) should have always been about the business, but now EA has to engage in addressing these priorities — and that means a seismic shift in the practice of EA. This report describes what this means for EA leaders in terms of how practice, necessary competencies, and the scope of what is considered EA.