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Customer Service Excellence

GoDaddy engaged our services to up-skill their managers & customer service teams with a range of psychological skills & strategies to delight their customers & impact the bottom line. In 2019 the firm set a KPI of reaching 98% customer satisfaction by 2020 (a 4% increase). This case study showcases our approach to the design, development & implementation of that programme.


  • Improve customer satisfaction scores by 4% in 12 months
  • Correlate the impact on CLTV & AOV (through A/B test groups)
  • Improve staff confidence & skill competencies
  • Support each manager with coaching to get the best out of their teams
  • Create a high challenge & high support organisational culture


In this modern marketing era, firms are striving to set new standards for how marketing gets done. Organisations are evolving from product-led to experience-led businesses, & 84 percent of CMOs we surveyed suspect their current business models may be threatened. Firms need to strategically address how to compete by increasing value; creating exceptional, personalised customer experiences; & transforming corporate cultures to think & operate in truly customer-centric ways.

Project Initiation & Mobilisation

We followed a four-stage process to design, develop & deliver the programme, with a clear set of deliverables at each stage.

To ensure all stakeholders had a clear understanding of the GoDaddy goals, objectives & expectations, we arranged a meeting at GoDaddy HQ to initiate the project. The meeting undertook a number of key activities to:

  •  Define the detailed scope of work
  •  Agree a detailed project plan & timing of key project milestones
  •  Agree communication & project management protocols

Needs Analysis & Research

To challenge our initial assumptions we conducted a pre-engagement needs analysis & research phase to identify the critical behaviours & skills needed.  GoDaddy specified they wanted to create a ‘high challenge & high support environment’, recognising that the customer facing employees need to be ‘fresh & highly energised on a daily basis & to bring them best selves to work’.  Most often organisations attempt to solve this by increasing employee engagement.  But this rarely yields the outcomes that organisations want.  Engaged people won’t necessarily delight customers.  Recent research from the Disney Institute shows that the connection between employee engagement & customer outcomes is surprisingly weak.  Instead, it’s the people who behave in a way that delivers great service that makes the difference.

So the crucial question becomes: What impacts service performance? Surprisingly, it’s not specific HR practices, like competency frameworks.  What makes the greatest difference is the service climate i.e. organisational mood.  Do your peers think it’s important to help customers?  Do people feel like they’re supported internally to help customers with skills & knowledge (both technical & psychological)?

To answer these questions we organised focus group discussions.  Data was collected in the form of audio interviews & surveys to identify the key behaviours & skills people needed. A stakeholder workshop was arranged to review our initial findings.  Following the review a second survey was sent to everyone (across each of the populations with the results of the focus group) to test the data on the entire population & gather additional feedback to shape the case formulation phase.

Case Formulation

 Diving deep into the data our analysts identified key trends & actionable insights.

With assumptions now removed from equation, a rich data-set to work with & tangible insights from the front line - we knew exactly what skills & strategies where needed;

  • Emotional intelligence
  • Developing empathy
  • Handling difficult conversations
  • Stress management
  • Strategies to diffuse a difficult customer
  • Influence & persuasion skills
  • Energy management
  • Resilience

Challenges & Project Implementation

 GoDaddy can’t take their customer service teams off the front line.  The business simply couldn’t operate without them.  They handle hundreds of thousands of calls per day.  Our solution had to be a Train-the-Trainer model that provided their managers with the necessary skills to influence & lead their teams effectively.

We developed a 12-month programme that combined 6 (bi-monthly) full day training events, complimented with monthly digital coaching sessions (with a performance psychologist) to support each delegate’s L&D. Pre & post training activities including podcasts, reading materials, tutorials & E–learning to facilitate self-paced development.  Classroom modules included workshops, inter-activities & actor led live role-play scenarios to simulate a ‘high challenge environment’ & to provide the delegates with a safe space to test their new capabilities.  The delegates where assessed & scored during each event.   Each individual received a personal development report & areas that where highlighted for improvement were further developed during their monthly coaching sessions.


  • 4% increase in customer satisfaction scores
  • Correlation of the impact on CLTV & AOV

Manager Feedback

  • How would you score the workshop content? 9.5 out of 10
  • How would you score the presenter? 9.4 out of 10
  • How tangible have you found the strategies & skills? 9.8 out of 10
  • How would you score the coaching experience? 9.8 out of 10

If you have a potential project for us & you would be interested in hearing our proposed approach to your deliverables, then let's