You’ve Got 10 seconds to Win or Lose a Customer. This is the Ultimate Guide to Rapid Conversion in Digital Marketing.

The customer landscape has transformed, and marketers, advertisers, and business owners must adapt to a world where buying decisions are made in seconds, not months or days. The biggest obstacle? FRICTION. Those who can minimize friction and guide potential buyers swiftly through the buying process will triumph. (Hello, Amazon 1-click purchases.)

However, reducing friction requires the seamless integration of marketing, product, e-commerce, and service into a cohesive, friction-free customer experience—a feat that siloed companies struggle to achieve.

Enter The 10-Second Customer Journey. This is your ultimate playbook for capturing rapid conversions and growing your customer list. Todd Unger, Chief Experience Officer (CXO) of the American Medical Association, leverages his three decades of expertise in consumer marketing, advertising, digital products, and digital marketing to offer a step-by-step guide. He’ll teach you how to become your own Chief Friction-Reduction Officer, reignite customer growth, and enhance engagement.

Why You Should Read This Book:

• Conquer the New Digital Experience Landscape: Adapt old marketing concepts to the needs of today’s digital customers. UX is king.
• Identify and Target the Right Customers: Discover how to pinpoint your ideal audience and convert them into loyal customers quickly.
• Test and Optimize Your Approach: Master the art of testing various strategies to find the most effective way to reach and engage your customers.

Written in an engaging style and packed with original insights, this is a must-read for current and aspiring marketers, customer experience leaders, and digital executives aiming to build robust customer experience strategies for their brands and organizations.

If you’re in marketing, advertising, or any business role where ROI is measured, this is a must-read. The author does an amazing job breaking down how the digital landscape has changed the game and how to adapt quickly. The focus on reducing friction is spot on—think Amazon’s 1-click purchases but for your business. The insights on integrating marketing, product, and service for a smooth customer experience are super practical and immediately useful. – Amazon 5*

Finally – a crisp, common sense road map for how to understand and motivate customers in the modern digital storm. Compelling and practical. – Amazon 5*

“An energetic marketing-focused plan for increasing customer satisfaction.” – Kirkus Reviews

Having led customer experience and overseen this critical business function, I have personally experienced the struggle of making an abstract topic concrete in different organizations. Todd turns decades of experience into practical advice with actionable approaches that anyone can understand. Finally! – Jeffrey J. Jones II, President and Chief Executive Officer of H&R Block, Former President Global Ride Sharing of Uber, Former Chief Marketing Officer of Target

In The 10-Second Customer Journey, Todd distills more than 30 years of marketing and digital experience into an actionable roadmap for driving growth in today’s marketplace. More importantly, this book shows how seemingly unrelated parts of a career accumulate and layer on top of one another, until one day, they come together in a way that’s perfect for the times. This is an excellent guide to modern-day marketing and customer experience and the role of the Chief Experience Officer in driving the future. – James Reed, Chairman and Chief Executive Officer of Reed and Author of Life’s Work, The 7-Second CV, and Why You?

For brands and companies to grow, they will need to excel in every aspect of customer experience. This book illuminates what experience is in all its complexity. It shows how critical it is to remove friction in every part of the customer’s journey, no matter where that journey begins or where it goes. A must-read for every business and business leader since you can’t build a business without world-class customer experience. This is a primer on optimizing experience that is both actionable and inspiring. – Rishad Tobaccowala, Author of Restoring the Soul of
Business: Staying Human in the Age of Data, Former Chief Strategist of Publicis Groupe

The 10-Second Customer Journey beautifully melds critical concepts that I have learned (often the hard way) over the course of a long career, with a few that are uniquely suited to help modern marketers navigate a complex, cluttered environment to grab all the customers they need. It’s a great example of business writing that will be a mandatory read for my “Customer Empathy & Brand Experience Design” course at Duke, and I’m already
putting it to great use counseling established and startup brands. True to its title, The 10-Second Customer Journey is a fast path to
marketing excellence. – Brad Brinegar, Chairman Emeritus of McKinney and Executive In Residence at the Duke Innovation & Entrepreneurship Initiative

As CEO of the American Medical Association, I’ve seen firsthand the power of The 10-Second Customer Journey playbook in action. Todd’s approach has transformed our growth trajectory, audience understanding, and digital platform. Even more, his growth-driven view of customer experience has increased teamwork and helped unify our mission and marketing initiatives. It’s been instrumental in fulfilling our role as Physicians’ Powerful Ally in Patient Care™. – James L. Madara, MD, Chief Executive Officer and Executive Vice President of the American Medical Association

Todd Unger connects the dots between old-school marketing know-how and modern digital-savvy power in this practical guide to reaching today’s consumer. Useful, interesting, helpful… You will keep this book around for reference. – Donn Davis, Founder and Chairman of Professional Fighters League

Do you know how to convert browsers into customers in just ten seconds, and keep them for life? Todd compellingly argues that every 10-second customer interaction is a critical make-or-break experience. These moments define your relationship with
customers, so handle them with the utmost care. Todd distills his decades of experience into a crisp playbook for executives and all customer-facing team members. From advice on “creating products that don’t suck” to guidance on “developing a test- and-learn culture,” this book is a treasure trove of hard-earned lessons. You owe it to your customers, and your business, to heed his advice. – Chunka Mui, Co-author of A Brief History of a Perfect Future: Inventing the World We Can Proudly Leave Our Kids by 2050

Over the years, I have observed hundreds, if not thousands, of people enter the realm of customer experience management with limited knowledge of how to adapt to and succeed in wrapping their arms around the discipline. Todd does a phenomenal job helping inform the scope and impact of getting introduced to this critical lifeline for true success. Great job pulling from real-life experience. Way to go, Todd! If you want to succeed, you’d better read! – Lou Carbone, Founder and Chief Executive Officer of Experience Engineering, Inc., and Professor at Michigan State University Broad School of Business

Disconnections across leadership, teams, and operations have always been a huge obstacle to great customer experience. As Todd points out in The 10-Second Customer Journey, today’s split- second buying decisions make the stakes even higher. As one of the first Chief Customer Officers in the United States and an early leader in the field of customer experience (CX), I found the book’s customer-first approach spot on. At its heart, Todd’s playbook isn’t just about technology, it’s about integrating customer insight and technology to deliver your brand’s promise. This book is indispensable reading for anyone working in or leading customer experience efforts today. – Jeanne Bliss, Author of Chief Customer Officer 2.0 and Co-founder of the Customer Experience Professionals Association

The realities of today’s digital economy are very challenging to navigate. There are constant changes in platforms, tools, regulations, and the introduction of trending mediums that require speculation and risk taking, such as the Metaverse and AI. Todd has had incredible success as a leader in marketing over decades, and his track record speaks for itself. The 10-Second Customer Journey breaks down how to remove the noise in the
term “digital transformation” and focus on the core pillars and playbooks of growth marketing. This is a must-read not only for Chief Marketing Officers, but also for Chief Executive Officers and Chief Financial Officers so they can articulate strategies to
their board, ask the right questions in leadership and management meetings, and be fluent in growth for the rising digital economy. – Reid Lappin, Founder and Chief Executive Officer of Vokal, a Leading Growth Agency

Todd has drawn on his decades of senior corporate experience and enduring passion for customer excellence and re-writes the rules for customer experience in the split-second digital age. This groundbreaking book covers everything from outlining the critical role of Chief Experience Officers to developing a customer experience vison and detailed playbook for action. Finally, we have the guide we need to win the 10-second customer journey. – Claire O’Neill, Former UK Business Minister and Global Decarbonization Advisor

Marketing has become wildly complicated. This book turns complex tactics into a clear road map for action. Anyone managing a brand or company will benefit from the terrific frameworks and insights in this book. – Tim Calkins, Clinical Professor of Marketing at Kellogg School of Management, Northwestern University

In The 10-Second Customer Journey, Todd nails the importance of delivering frictionless experiences to grow any business. Even better, he delivers practical advice on how to do it well. A great read for marketers and management focused on exceptional customer experience. – Julia Fitzgerald, Chief Marketing Officer of Build-A-Bear and Author of the Best Seller Midsize

• Cover Page
• Praise for The 10-Second Customer Journey
• Title Page
• Copyright Page
• Contents
• Introduction
• The journey begins
  • Chapter 1: The accidental CXO
  • Chapter 2: The need for speed
• The playbook
  • Chapter 3: Customer experience starts with the customer
  • Chapter 4: Get The Nod
  • Chapter 5: Creating products that don’t suck
  • Chapter 6: Telling your story
  • Chapter 7: #FYCOP (Fix your checkout page)
  • Chapter 8: Developing a test-and-learn culture
  • Chapter 9: CX marks the spot
• The journey ahead
  • Chapter 10: The friction-free future
  • Chapter 11: Bringing it all together, together
• Recommended reading
• Acknowledgments
• Index
• About the author

FORMAT / ISBN / PUBLICATION DATE / RRP

Hardback / 9781788605908 / June 11, 2024 / £26.99

Paperback / 9781788605038 / June 11, 2024 / £16.99

Ebook / 9781788605052 / June 10, 2024 / £9.99

Paperback and eBook Bundle / £19.49

Todd Unger

Todd Unger is the Chief Experience Officer of the American Medical Association, where he has driven record growth and gained international recognition for the AMA’s CX program. He is the co-creator and host of AMA Update, the organization’s award-winning daily video/podcast series,
available on the AMA’s YouTube channel and on Spotify and Apple Podcasts.

A transformational marketing and digital executive, Unger’s experience places him at the nexus of marketing, content, e-commerce, technology,
product development and customer service—the building blocks of today’s customer experience.

Unger’s career began at marketing and advertising powerhouses Procter & Gamble and Leo Burnett Company. He then leapt into the exploding digital world as a product manager in the early days of America Online and served as General Manager of AOL’s local city guide operation, Digital City. As a Chief Digital Officer and CMO, he’s led digital marketing, product, and content teams across large and small media companies, including Lifetime Television, Time Inc., and the Daily Racing Form.

Unger is a frequent speaker and podcast guest on the topics of marketing and customer experience. He holds an MBA from Harvard Business School.

https://www.toddunger.com/