Go Daddy 2015 Annual Report Download - page 143

Table of Contents
15
Customer Care
We have more than 3,800 Customer Care specialists who provide technical assistance on a 24/7/365 basis to new and
existing customers located around the world. Operating as "business consultants," our specialists advise customers of products
best suiting their individual needs. This ability to provide real-time product suggestions to customers after providing a world-class
support experience allows our Customer Care team to provide an impactful contribution to bookings through the sale of product
subscriptions, including domain products, hosting and presence offerings and business applications. Our Customer Care
specialists take great pride in owning outcomes and being accountable to our customers, both of which are essential to enhancing
customer experience. In each of the years 2015, 2014 and 2013, at least 23% of our total bookings were generated from the sale of
product subscriptions by our Customer Care team. The majority of our Customer Care specialists are located in our Arizona and
Iowa facilities in the United States. We have additional specialists in Europe and India to provide in-region support in languages
native to many of the regions we serve. In addition, our easy to use website contains extensive educational content designed to
demystify the process of establishing an online presence and to assist customers in choosing the products best meeting their
needs.
Our Customer Care team has handled over 12 million contacts per year in each of the last three years ended December 31,
2015 and spans a variety of channels to provide tailored and timely support to our customers. Our customers can choose their
preferred Customer Care channel, including proactive and reactive chat and phone support. We take a consultative approach to
our customers, acting as a trusted partner to guide them through the process with technical solutions supporting them at each
phase of their lifecycle and offer real-time product suggestions best suited to the customers’ needs. The effectiveness of our model
is reflected in the high ratings we receive from our customers, the bookings generated by our Customer Care team and strong
customer referrals.
The strength of our Customer Care team is our people. Our hiring process is extensive and highly selective, designed to
yield individuals who will thrive in our team based on core values, character, work ethic and ability. Our new Customer Care hires
spend over a month moving from classroom to a live "nesting" environment where they refine their customer and technology
skills. With a commitment to life-long learning, we offer over 400 classes to our employees spanning leadership, sales, service
and technology. We have an incentive program that rewards outcomes, across both customer satisfaction and bookings goals. For
that and many other reasons, as of December 31, 2015, approximately 33% of our Customer Care specialists had been with us for
at least three years.
Marketing
We believe GoDaddy is one of the most recognized technology brands in the United States. We have established this high
level of brand awareness primarily through our advertising campaigns across various platforms including television commercials,
print, online and billboards. We have supplemented these advertising campaigns with athlete and celebrity sponsorships. Our
strong brand has helped us attract and retain 13.8 million customers as of December 31, 2015. We intend to continue investing in
our brand as we seek to further grow our total customers, particularly internationally. Customer referrals are another highly
efficient and cost-effective channel for acquiring customers.
We complement our brand marketing efforts with highly focused and metric-driven direct response marketing to acquire
new customers. We use a variety of targeted online marketing programs for lead generation, including search engine marketing,
search engine optimization and targeted email and social media marketing campaigns, as well as more traditional direct marketing
and indirect channel partner marketing programs, to drive interest in our products and traffic to our websites. As part of this effort,
we regularly run numerous campaigns simultaneously and constantly refine our media mix across our channels.
International
We have more than 4 million customers outside of the United States in approximately 250 countries. In 2015, we derived
26% of our total bookings from international sales compared to 25% in 2014 and 24% in 2013. Historically, we were primarily
focused on the U.S. market and only offered international customers our U.S.-centric product offerings, without any localization
or meaningful international marketing efforts. We believe our international scale and growth to date are indicative of the
international growth opportunities available to us and position us to continue to grow our business internationally.