Get the latest delivered to your inbox
Privacy Policy

Now Reading

GoDaddy 2021 Sustainability Report: Customer Experience

GoDaddy 2021 Sustainability Report: Customer Experience

Published 06-20-22

Submitted by GoDaddy

Photo: Olivia F., Enkidu D., Suraiya J. — GoDaddy Guides
Photo: Olivia F., Enkidu D., Suraiya J. — GoDaddy Guides

Originally published on GoDaddy For Good

We believe our customers deserve first-rate technology and exceptional customer support.

Entrepreneurs come to GoDaddy to name their idea, create a compelling brand, build an inspired website, attract customers with digital and social marketing and sell their products and services online and offline. They put their trust in us when it comes to providing them with the help and tools they need to grow online, and we take that responsibility very seriously, no matter what stage in the business lifecycle they’re in.

Our customer retention rate has exceeded 85% for more than five consecutive years. In 2021, our retention rate for customers who had been with us for more than three years exceeded 93%.

By amplifying their highs and boosting confidence during their lows, we make big things approachable — whether that’s through one of our carefully created digital tools or via one-on-one guidance and human connection. At GoDaddy, we’re not simply a solution provider. We’re fostering deep relationships and serving as a personable guide who encourages everyday entrepreneurs to see chances taken, risks rewarded and potential fulfilled.

In 2021, our award-winning GoDaddy Guides tested a proactive text outreach to engage with customers who submitted a less-thanideal survey about their experience. In these instances, we paired the customer with a highly skilled Guide to address their concern and improve their experience.

We’ve also innovated how we use data and insights to personalize products and experiences, allowing us to tailor our solutions to each of our customer groups. We’re constantly improving our website, customizing our marketing programs and empowering our Guides to intelligently respond to our customers’ needs.

Customer conversations and feedback

Our goal is to be a trusted partner to everyday entrepreneurs, bringing together the technology, ease of use and care necessary to bring their ideas to life online. No matter what phase of the entrepreneurial journey our customers are in, we deploy an empowering, individualized and consultative approach. We work to answer their questions, guide them through technical solutions and offer real-time product suggestions that best suit their goals — all while cheering them on.

Through the thousands of conversations we have with our customers every day, we receive valuable feedback that enables us to continually evolve our products and solutions and better serve their changing needs. We believe the effectiveness of our model is reflected by the high ratings we receive from our customers, the sales generated by our GoDaddy Guides and our strong customer retention rate.

In 2021, we improved our overall Trustpilot score from 4.1 to 4.4 out of 5.0. We also exceeded the customer relationship net promoter score (rNPS) goal for 2021, landing five points higher than we ended in 2020.

GoDaddy Guides

Our customers sometimes need guidance to create a website, launch a new feature or try something new. They want to connect with real people who are available 24/7, 365 days a year, and they want to do so in the manner that works best for them, whether that’s by phone, chat or community forums. That’s where our award-winning Guides come in. As experts who know their stuff, they help our customers along the way through a collection of managed service offerings.

Our Guides help everyday entrepreneurs around the world with their first and next steps. At approximately 5,900 experts strong, our Guides operate through a variety of channels with the goal of providing tailored and timely support to our customers, handling approximately 15 million contacts in 2021.

Our customers can choose their preferred guidance channel, including WhatsApp, WeChat and SMS. They can also find guidance in our digital product experiences. In addition to the Guides located in the U.S., we have international specialists who provide in-region support in native languages around the world.

Photo: Jasmine Satele-Davis — DAVISFITNESSMETHOD.COM Jillian J. — GoDaddy Guide

Sage guidance

We provide a variety of online tutorials through services such as the GoDaddy blog and third-party sites like YouTube. Through the blog, customers can browse articles by topic or product. We know that the business landscape is changing rapidly, and we strive to produce timely and practical articles on the topics our customers care about as they navigate what’s new and what’s next.

In 2021, we delivered over 150 customer experience improvements.

Some of our favorite examples include:

  • Service pricing strategy and transparency: We implemented a sitewide initiative to clearly display pricing, promotions, terms and add-on defaults to help customers avoid any unexpected price changes through their purchase experience.
  • Site navigation: We began conducting experiments to find ways to improve site navigation. These experiments will allow us to reduce clutter, improve access to help and better connect customers to the information they seek.
  • Service experience: Our sales teams receive ongoing training on customer needs and capabilities to ensure that each customer is connected to the right product.

Learn more about GoDaddy here

Download the 2021 GoDaddy Sustainability Report here

About This Report
Unless otherwise noted, GoDaddy’s 2021 Sustainability Report covers the company’s environmental, social and governance strategies, activities, progress, metrics and performance for the fiscal year that ended December 31, 2021. This report references the Global Reporting Initiative (GRI) Standards and the Sustainability Accounting Standards Board (SASB) Standards for the Internet Media and Services sector. GoDaddy is committed to regular, transparent communication of our sustainability progress, and to that end, we will share case studies, updates and articles on an ongoing basis through our website and other key resources. We intend to continue providing updates about our sustainability journey by publishing an annual sustainability report.

GoDaddy logo



GoDaddy is empowering everyday entrepreneurs around the world by providing all of the help and tools to succeed online. GoDaddy is the place people come to name their idea, build a professional website, attract customers, sell their products and services, and manage their work. Our mission is to give our customers the tools, insights and the people to transform their ideas and personal initiative into success. To learn more about the company, visit

About GoDaddy for Good

GoDaddy focuses on making opportunity more inclusive for all in the communities where we work, live and play across the globe. We rally behind inclusive entrepreneurship and other critical local needs that empower people to succeed through philanthropic and in-kind donations, volunteerism, strategic partnerships and advocacy.

Empower by GoDaddy 

Empower by GoDaddy is GoDaddy's global community and philanthropic program equipping entrepreneurs in underserved communities with training, tools and peer networks to accelerate their journeys. GoDaddy rallies behind entrepreneurs in underserved communities by building their confidence and skills to strengthen their small business’ digital presence.  Entrepreneurs engage in customized learning experiences, work 1-1 with GoDaddy volunteer coaches and local mentors, and gain access to wrap-around services, in-kind products and networks boosting their small businesses success.

More from GoDaddy

Join today and get the latest delivered to your inbox