The Model of Temporality in Consumption emerged from doctoral research about customer complaint behaviour. It became clear from interviews with unhappy customers that time played a central role in all aspects of dissatisfaction. Further, it was evident that unhappy customers believed that many of the time-related problems encountered with their disappointing experiences could be alleviated by their mobile devices and social media platforms. When interested in the pursuit of achieving customer delight, occasions where customers are unhappy are important because they provide valuable insight into what could hopefully be improved in future. In revealing ways in which customers perceive social media platforms and mobile devices provide solutions to unhappy situations, customers reveal the central role of temporality. The applicability of the Model of Temporality in Consumption extends far beyond the realm of customer complaints and can be applied in any context (more of this throughout this book!). This chapter provides an explanation for the Model of Temporality in Consumption which is proposed as a means through which the role and importance of temporality in customer experience can be understood and applied in order to optimise customer experience. This chapter begins with an explanation of customer perception and an overview of the Model of Temporality in Consumption. Subsequent chapters further expand with more detailed explanation of all elements of the model and its application in order to understand the importance of time to customers.