The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy - Hardcover

Ott, Adrian C.

3.78

46 ratings by Goodreads

9780061798610: The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy

Hardcover

ISBN 10: 0061798614 ISBN 13: 9780061798610

Publisher: HarperBus, 2010

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Explores the economics of time and attention, helping companies understand the Time-Value Tradeoffs and Time-graphics of their customers. This title argues that time and technology have changed the competitive landscape and that smart companies must use them as strategic weapons.

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Review:

“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.” (—Publishers Weekly)

“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.” (—Library Journal)

“[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)

From the Back Cover:

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 �ber-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.

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