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Meet our customer experience experts

Learn about the people behind W5 - we’ve carefully crafted a team to deliver all the key aspects of customer experience transformation.

The W5 team vision

Our team of customer experience experts is made up of people with a thirst for helping organisations to create exceptional customer experiences, with the know-how to deliver a framework for success, every time.

Depth and breadth of skills

To successfully embed a culture of customer-centricity, transformation and integration needs to happen across all systems and behaviours within an organisation. The W5 team of experts are practitioners of customer experience insights, analytics, design, digital, marketing, employee engagement, culture, strategy, and more, who have the depth and breadth of skills and knowledge to guide you through your transformational journey to purposeful and value-adding customer experience

Knowledge transfer

As a relatively new discipline, we find that many organisations are learning as they go with customer experience management. Our structured mentoring approach will allow you to develop the competencies needed for success with a CX strategy and build capacity while reducing your risk and lowering your investment costs.

Our people

Tim Farmer

Managing Director

Elaine Donohoe

Consulting Director

Anilkumar Anirudhan

Lead Research Architect

Ceara Nevin

Associate Director

Rado Durina

Senior Research Consultant

Susan Ni Dhubhlaoich

Associate Director

Praveen George I X

Market Research Analyst

Do you share the same vision and values? We'd love to hear from you.
Be part of our team

See what our customer experience experts can do for you

Explore our solutions, client stories and insights, or get in touch with our team to find out more about how we can support your goals. 

Our awards

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Hear what our clients have to say


"W5 streamlined and presented our customer feedback in an intuitive and easy to navigate format. This was key for eir Business as we needed all of our stakeholders to have our customers' feedback at the click of a button. W5 have delivered a terrific programme which continues to be rolled out at pace."

Liz Hickey

Head of Research & Insights, eir Business

"The Voice of the Customer programme has resulted in valuable insights being shared with us on a monthly basis. Before the implementation of the programme, we were developing continuous improvement initiatives in the hope that they would improve the customer service experience. Since the implementation of the programme, we are armed with evidence-based insights, which direct us to specific checkpoints in the customer journey. Our continuous improvements initiatives are now targeted at the most appropriate activities, resulting in a much-improved customer experience.”

Yvonne Harris

Head of Customer Operations
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"W5 has helped us develop a customer-centric culture that is delivering significant benefits in terms of customer satisfaction, employee engagement and overall business performance. It has helped us put customer feedback at the heart of our improvement processes so that we are more able to exceed expectations."

Bernard Mooney

Customer Care Manager, Gas Networks Ireland
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"At Dublin Bus, our 128 million customers are at the heart of everything we do. This was reflected in the significant level of engagement from employees across the company in the CJM project. The project undertaken by W5 will allow us to become leaders in providing the best customer experience in public transport in Ireland."

Ray Coyne

Chief Executive, Dublin Bus

“W5’s extensive experience in CX transformation strategy formulation and implementation was a key factor in the success of our customer-centricity work plan. Their process of stakeholder engagement through all stages of the process was very effective and the Customer-centricity summit was a real success in securing the senior management team ‘buy-in’ to the customer-centricity strategy. The CX audit is a key deliverable allowing us to track progress over time"

Terri McCarthy

Head of Customer Experience Insights and Analytics

Start the conversation

Get in touch with the W5 team about customer experience management or chat with us online.