(WEB HOST INDUSTRY REVIEW) — Driven by its commitment to customers and a new marketing strategy, web host and domain registrar FatCow (www.fatcow.com) has grown its customer base more than 29 percent in the first quarter of 2009, a period in which it also improved new customer satisfaction rates.
According to the company’s Monday announcement, most of FatCow’s growth is due to a few key initiatives including the company’s “HeiferCratic Oath,” rolled out late last year, that guarantees customers free hosting if FatCow fails to meet its seven-point service guarantee that includes answering calls in two minutes or less on average.
“FatCow was founded on the idea that if you treat customers well, they’ll return the favor,” FatCow marketing manager Paul Bukhovko said in a statement. “FatCow’s customers are engaged and give us great feedback. By listening to their advice, we’re able to make real improvements.”
Over the past 12 months, FatCow has increased its customer support team by 16 percent. It has also increased its advertising budget this year. Its conversion rates have dramatically improved in most of its advertising and affiliate channels, coinciding with enhancements to its hosting plan, tools, platform, and the company-wide commitment to staying customer focused.
To ensure satisfaction among existing customers, FatCow also initiated a new customer experience department to conduct usability studies, focus groups and a variety of service and product-related surveys, to improve FatCow’s speed and functionality.
As a result, FatCow has integrated search engine optimization and site usability into its control panel, helping customers use Google Webmaster Tools, Google Custom Search and SubmitNet search services. FatCow also removed storage and transfer limits in late 2008.
“Our customers are happy, which means they’re staying with us, buying additional accounts and referring new customers to us,” Bukhovko said. “Our external marketing efforts are more successful because our reputation has gotten even stronger. And we’re not going to stop here. Next quarter, we’ll be utilizing social media to reach out to our customers and develop a better understanding of who they are and what they need from us.”
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