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


Early Pioneers

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


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.


NPS in Ireland

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


Customer power

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


NPS benchmarking

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


Service recovery

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


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.


Employee Engagement

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


GDPR ready

W5 achieve Information Security Management System ISO/IEC 27001:2013 certification


750,000 customer insights

W5 capture feedback from the 750,000th customer.

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: 

W5 Biog photo Clare Kavanagh 2019

Clare Kavanagh

Managing Director
W5 Biog photo roddy2

Roddy Rowan

photo Sarah2

Sarah McChrystal

Associate Director
W5 Biog photo ceara

Ceara Nevin

Associate Director

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