Who we are

W5 is Ireland’s leading full-service customer experience consultancy. We join the dots so that you can develop excellent customer experiences that distinguish your brand and grow your business. 

Our name, W5, comes from one of the tools we use in our work: ‘five whys’. It’s an easy and effective way to get to the root of a problem and, with that understanding, to come up with the right solution.

W5 was established in 2001 by Roddy Rowan and Gary Joyce, co-founders of Genesis, a management consultancy specialising in brand and business strategy. Inspired by a customer experience programme from Columbia University and recognising digital technology as an emerging trend, they devised a way of using the internet to measure how customers experienced brands in action.

W5 was the first company in Ireland to specialise in voice of the customer (VoC) measurement and use the internet as a research channel.  We continue to lead the field in VoC and use the latest software and technology to power customer experiences.

It started back in 2001

2001

Early Pioneers

When W5 was set up in 2001, the concept of measuring customer experience was unknown in Ireland.

2003

Net Promoter Score (NPS) is born

Looking for a way to measure customer loyalty, Fred Reichheld designs the Net Promoter Score: the one number you need to grow.

2006

NPS in Ireland

W5 offers NPS as a customer experience metric for the first time.

2009

Customer power

Over one million people on Facebook in Ireland. Customer feedback on brands is immediate and more influential than advertising.

2010

NPS benchmarking

W5 publishes NPS Service Survey Report – a comprehensive report into NPS in Ireland.

2012

Service recovery

W5 offer a service recovery loop which enables clients to follow up, in real time, on negative survey scores.

2015

Customer excellence

W5 wins Best Use of Insight by a market research agency and Best Use of Feedback in the international Confirmit Global Achievement in Customer Excellence awards.

2016

Employee Engagement

W5 publish original research exploring employee engagement amongst the Republic of Ireland workforce.

Awards

W5 claims first prize in the 2016 Marketing Society, Excellence in Customer Experience Research Awards, and wins Global Voice of the Customer Award at Confirmit ACE Awards for second year running.

Our team

Our expanding team of smart people is dedicated to helping clients create great customer experiences. Together, we’re expert in customer experience, voice of the customer implementation, insight development as well as advanced data analytics and visualization. We are members of the Marketing Institute, the Marketing Society, AIMRO and ESOMAR. Our project leaders are listed below: 

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Clare Kavanagh

Managing Director
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Roddy Rowan

Chairman
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Sarah McChrystal

Associate Director
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Ceara Nevin

Associate Director
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Our associates

We believe in working with the best people and using the most appropriate technology on every project. We have a number of associates who specialise in voice of the customer technology. In particular, we enjoy a close working relationship with Confirmit whose sophisticated customer experience software platform leads the field in enabling data collection, analysis and reporting.  

We also have a number of expert associates in market insight, strategy, design, communications and change management, including our sister company, Genesis.

“We have a customer experience measurement programme but it’s not telling us anything and we’re not really moving the metrics”
We can help
Start the conversationCall us +353 1 4973400Email us info@W5.ie