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Our CX Solutions
Explore our award-winning approach to CX transformation and solutions for embedding customer-centricity within organisations.
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Learn about W5, the people behind our solutions and successes, plus opportunities to partner with us or join the team.
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about W5
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
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.
Tim Farmer
Tim is the Managing Director of W5 and has a wealth of experience in Ireland, the UK and across EMEA. He is an experienced researcher and business leader with an extensive track record in the market research and consumer insight sector.
He has a strong belief in the importance of true data driven decision making, and that fundamentally research and insights need to be both embedded in and driving business strategy.
He has managed a wide variety of research programmes across sectors and has a strong statistical and methodological background, which is fundamental to delivering high quality insights, that in turn drive business value.
Competency area specialities
Elaine Donohoe
Consulting Director
Elaine is a Director in the CX Advisory Practice at W5. She has over 20 years experience across multiple industries, including Telecoms, Financial Services, FMCG and Consulting; bringing the customer into strategic and operational decision-making, planning and implementation.
Combining her industry experience of developing and leading Customer Experience programs, transformation programs, international and local strategic planning with her background in marketing, Elaine effectively leads and influences at all levels of the organisation. With a keen focus on cross-functional collaboration and accountability, Elaine supports clients to enhance their customer-centricity both strategically and operationally for commercial success and growth. She enables organisations to identify and prioritise the experiences that will deliver on their brand promise and infuse customer commitment into the organisation's DNA.
Elaine is a Certified CX Practitioner (CCXP) and a Certified Digital Marketing Strategy & Planning Specialist. She holds an MBA, a BSc in Marketing and Management and qualifications in Psychology and Sports Psychology.
Anilkumar Anirudhan
Lead Research Architect
Anil has vast experience as a data analytics professional, specialising in statistical data analysis of economic and customer experience research. He is passionate about deep-diving into data and transforming it into meaningful insight to analyse and solve complex business problems. Leading the Technology team, Anil is responsible for survey design and scripting, data analytics, data visualisation and text analytics.
Before joining W5, Anil worked with the Centre for Development Studies in India, as a Data Analyst for economic and social research projects for World Bank, Asian Development Bank and Government of India.
He has a Master's in Business Analytics from UCD Michael Smurfit Business School and has sound knowledge in data governance and data security (ISO 27001 and EU-GDPR).
Ceara Nevin
Ceara has been specialising in Customer Experience Measurement and Design since 2007, when she first joined W5. She has particular expertise in helping clients mobilise around the insights they glean from 'Voice of the Customer' (VoC) programmes and has managed award-winning programmes.
With over two decades of experience in research work, Ceara is a skilled workshop facilitator and an accomplished qualitative researcher. She is adept at aligning customer experience with brand promise to create differentiation and has specialist knowledge of the Utilities sector.
Ceara has a BSc. degree in Management from Trinity College Dublin and a Master's in Environmental Management from the University of Stirling. She is also a Net Promoter® Certified Associate.
Rado Durina
Senior Research Consultant
Rado is a resourceful Online Market Research specialist with a passion for CX and UX Design. During his international career, Rado has successfully delivered strategic research projects for blue-chip clients across a wide range of industries, including Telecoms, Financial Services and Insurance, Automotive, FMCG, Retail, Media, Entertainment and Tourism, with a focus on customer experience, brand strategy and digital.
As a champion of the consumer voice, Rado was responsible for engagement and growth of online research community panels. He has led the development and integration of innovative research technologies and managed the development of websites in Market Research.
Rado holds a Master's in eCommerce, BA in Business Marketing and several postgraduate diplomas in Digital Marketing, Social Media Marketing and Data Analytics. He is currently pursuing his postgraduate education in UX Design.
Susan Ni Dhubhlaoich
Susan joined the W5 team in 2019 after running her own Customer Experience consultancy for five years. She has over twenty years of experience in senior customer and marketing roles in the Financial Services, Telco and Education sectors.
With a strong passion for helping businesses do what's right for the customer, Susan has enabled numerous brands to design and compile the essential building blocks needed to deliver world-class customer experience.
She holds an undergraduate degree in International Marketing & Languages (DCU), as well as a Master's in International Business from UCD Smurfit School of Business, and has Diplomas in both Digital Marketing and Project Management. Susan is also a judge of the annual Customer Contact Management Awards, a Qualified Financial Adviser and a Scrum Master.
Praveen George I X
Praveen specialises in analytics and Customer Experience Measurement managing survey design and scripting, developing data visualisations, dashboards and reports and exploring the application of technology to feedback programmes.
He started his career in a Wealth Management service firm, supporting technical and fundamental analysis of stocks and commodities. This was a strong basis to evolve into Market and Customer Experience Research with W5. Before joining W5, Praveen worked in Sales with eir Ireland, where he was Assistant Manager.
Praveen holds a Master's in Business Administration from Dublin Business School, specialising in Project Management, and has an undergraduate degree in Business Management from Bangalore University, where he specialised in Marketing.
Do you share the same vision and values? We'd love to hear from you.
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.
read our client stories
"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
"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
"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
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