Go Daddy 2015 Annual Report Download - page 19

Table of Contents
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.
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