The 24-Hour Customer
The 24-Hour Customer
New Rules for Winning in a Time-Starved, Always-Connected Economy
HarperBusiness, Hardcover, 9780061798610, 224pp.
Publication Date: August 1, 2010
Time is not money.
Time is more important than money.
Today's customers are overwhelmed, overworked, and overstressed, and it seems that everyone from CEOs to soccer moms is short on time and inundated with information. As a result, despite the availability of 24/7 commerce and countless ways of engaging people in our multiscreen (mobile, TV, and PC) economy, companies find it more difficult than ever to claim even a fraction of the 1,440 minutes in their customers' precious 24 hours.
In The 24-Hour Customer, Adrian C. Ott, CEO of a successful Silicon Valley consultancy, argues that companies need to strategically harness the ebbs and flows of customer time and attention in order to win in today's competitive landscape. She explores the economics of time and attention, including why customers will devote hours addicted to social networks, yet will say "I have no time " to other offerings. Based on extensive research and real-world results with market-leading companies, this book provides tools, such as Time-Value Tradeoffs and Time-ographics, that pinpoint opportunities to increase revenue and gain market traction.
Filled with fascinating case studies from companies like Johnson & Johnson, Amazon, and iPhone app start-ups, The 24-Hour Customer offers fresh ideas for capitalizing on the elements of time, attention, and value to innovate never-before-considered products, services, and programs for today's uber-connected, multitasking customer. Readers will discover how:
Zipcar utilized time-slicing to redefine automobile ownership and grew by 70 percent, while the auto industry struggled in 2009;
Netflix, Hulu, and others time-shifted to movies on-demand, ultimately restructuring the entertainment industry;
P&G leveraged inattention by enabling habit-formation for some of its most successful brands.
This book shares the latest strategic weapons for achieving market leadership and will change the way executives think about their businesses and their customers.
“Ott’s accessible tone and systematic strategies will be an eye-opener for companies wishing to drive through the constant marketing chatter and reach their increasingly harried customers.”
“Ott is revolutionizing marketing by adding the concept of time.... [Her] eye-opening arguments will appeal to business readers who want their companies to remain viable in ever-changing and evolving marketplaces.”
“[Ott’s] style is patient and nurturing as she conducts lessons that apply equally to consumers or businesses. Recommended for readers who want serious business improvement help.”
-—Sacramento Book Review
“To many consumers, time is more important than money. Today’s managers need to factor this key concept into their marketing programs. Adrian Ott provides the battle plan for doing so.”
-Al & Laura Ries, bestselling authors of The Fall of Advertising and the Rise of PR
“This outstanding book is much more than just another guide to coping with a changing world. Adrian Ott demonstrates, through solid research and compelling case histories, how customer attention has become a more precious commodity.”
-Michael J. Gelb, Author of How to Think Like Leonardo Da Vinci and Innovate Like Edison
“In her new book, Adrian C. Ott asks us to consider not only alternative products or services but alternative uses of time, and this brilliant insight is a conceptual home run. This should be must reading for any manager who wishes to acquire and retain customers in this new era.”
-Peter Sealey, Ph.D, Former CMO of The Coca-Cola Company, Adjunct Professor of Marketing at the Peter F. Drucker School of Management
“The 24-Hour Customer contains a BIG idea that can payoff in BIG results. Adrian clearly demonstrates how today’s multi-screen, multitasking culture is driving vast changes in customer behavior. Leaders who want to successfully compete in today’s marketplace must read this book-and act.”
-Robert H. Miles Ph.D, former Harvard Business School professor; co-author of BIG Ideas to BIG Results; president, Corporate Transformation Resources
“Adrian’s book outlines an innovative approach using a new lens to view the critical and increasing importance a customer’s “time” plays in their purchasing cycle. She uses this same lens to provide useful insights on how to design business strategies to create new market opportunities and achieve sustainable market position.”
-Steve Steinhilber, Vice President Emerging Solutions Ecosystems, Cisco Systems; author Strategic Alliances
“The 24-Hour Customer is a great read for any executive who needs to apply fresh thinking to products and solutions. Adrian’s strategic perspective provides many “lightbulb” moments, and, by reading this fascinating book, you’ll come away with great new ideas to breathe more life and creativity into your marketing.”
-Marlene Williamson, VP, Customer Marketing, Ericsson, IP & Broadband Division
“It is rare that a book introduces a new concept that is scrumptious to strategy-oriented executives’ appetites, but Adrian Ott’s insightful “Money Value of Time” makes you say, “Of course! Why didn’t I think of that!” The 24-Hour Customer is a thoroughly enjoyable and useful book.”
-Carol Mills, board member of Adobe Systems, Tekelec, and Blue Coat Systems; former CEO of Acta Technology
“In this book, Adrian Ott appealingly explains the role of the increasingly important trade-off between time and value in driving strategy. If you understand the rules within, they will enable you to use time as a competitive advantage in vying for the attention, and wallet, of your customer.”
-Saul J. Berman, Vice President and Global Strategy & Change Consulting Leader, IBM Global Business Services
“In The 24-Hour Customer, Adrian takes the concept of time in a new direction by applying it as a strategic lever—one that can influence the design, positioning, marketing, selling and usage of your products and services. It is well worth your time to read it!”
-Peter van der Fluit, Senior Vice President Licensing, TomTom N.V.
“If you are as time-starved as the rest of us you must read “The 24-Hour Customer”. Adrian Ott gives the reader a crystal clear perspective on how to focus on the right strategies to break through in a world where fighting for attention is the key to winning.”
-Glenn Osaka, Senior Vice President, Juniper Networks
“Adrian Ott lays out a compellling argument for honoring consumer’s limited time and attention, especially in health care. Viewing consumer’s needs through the lens of their situation, not just their wants and needs, provides a fresh perspective for marketing professionals.”
-Anna Lisa Silvestre, Vice President, Online Services, Kaiser Permanente
“In The 24-Hour Customer, Adrian Ott offers a very new way of looking at things, which is both ground-breaking and pragmatic. A must-read for executives who want to succeed in today’s fast changing marketplace.”
-Amanda Setili, Chair and past President, Harvard Business School Club of Atlanta; Adjunct Professor, Goizueta Business School, Emory University
“ Resting on solid market research and clearly demonstrating how deeply our “connected” society is affected by this new economy, this book is essential reading for any company that wishes to understand the future of the marketing, social interaction, and ultimately customer satisfaction and loyalty.”
-Ingrid Summerfield, President & COO, Joie de Vivre Hospitality
“Adrian Ott brilliantly succeeds in providing a unique and useful framework to analyze, understand, and put to work the time-related trade-offs we make. For executives in small and large companies alike, this book is not to be missed.”
-Robert van Eijk, Vice President, Royal Philips Electronics