1) Good customer support drives higher willingness to pay for a product or service compared to bad support, as positive support perceptions increase customer retention by 15-30% over time. 2) Those with positive perceptions of a company's support have net retention rates 15-30% higher than those with negative support perceptions. 3) Over the years, support has shifted from a premium add-on that customers are willing to pay extra for, to an expected basic feature where most customers now see good support as a requirement rather than a differentiator.

1. Brought to you by
ProfitWell Report - Support Benchmarks

2. SUPPORT IMPACT ON WILLINGNESS TO PAY
Good Support Drives Higher Willingness to Pay
Data suggests that support isn’t as much of a value detractor as it is a value driver, meaning bad support
doesn’t take away from willingness to pay as much as good support drives higher WTP
WTPRELATIVETOCURRENTPRICE Q3 = 75TH PERCENTILE
Q3 = 50TH PERCENTILE (MEDIAN)
Q4 = 25TH PERCENTILE
SOURCE: 2018 SUPPORT WTP STUDY Brought to you by
N
579k
PERCEPTION OF PRODUCT’S SUPPORT
N = 579.2k consumers

3. SUPPORT IMPACT ON RETENTION
Net Retention Relative to Support Perception
Those companies with positive support perceptions have anywhere from 15-30% higher net retention on
an absolute basis than companies with negative support perceptions.
NETRETENTION
50%
68%
85%
103%
120%
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017
Negative Perception (-1, -3)
Neutral Perception
Positive Perception (1, 3)
QUARTER MEASUREMENT WAS RECORDED
N
33.1k
N = 33.1k consumers of subscription products
Brought to you bySOURCE: 2018 SUPPORT RETENTION STUDY

4. -50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
-0.5 -0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4 0.5
Revenue Drivers
VALUE OF SUPPORT OVER TIME
Value Matrix for Premium Support Over Time
Over time, great support is going from being a premium add-on that people are willing to pay to a value
driver where folks may still be willing to pay, but more and more consumers are just expecting
N
207k
N = 207.3k consumers of software
Brought to you by
MORE IMPORTANTLEAST IMPORTANT
HIGH WTP
LOW WTP
DEVIATIONFROMMEDIANWTP
RELATIVE FEATURE PREFERENCE
Support, 2012
2013
2014
2015
2016
SOURCE: 2018 SUPPORT WTP AND RETENTION STUDY