The team behind Irys
Irys has been developed by ThoughtFull™, a New Zealand based team of researchers, designers, strategists, innovators and storytellers who help organisations become more customer centric.
For more than three decades, the ThoughtFull™ team has worked inside and alongside organisations across New Zealand, Australia, the USA and Europe, helping them align purpose, strategy, structure, culture, capability and experience around the people they serve.
Through this work, we have seen the same pattern repeated. Organisations genuinely want to be customer centric, but often lack a clear, shared way to understand what is holding them back and what to do next.
Irys was born from that experience.
Built from years of real world experience, both inside and outside organisations, Irys brings together ThoughtFull’s deep expertise in customer insight, CX strategy, service design, brand, culture and organisational change into one assessment and roadmap platform.
It helps leaders see where they are today, what matters most, and how to move forward with confidence.
How it helps
What's in the box
The Score
At a Glance
Learnings
Planning Canvas
Roadmap
Customer Experience: the good, the bad and the road to success.
Coming new into a business, the ability to quickly get a clear and comprehensive view on the level of customer maturity within the organisation was critical. Irys™ gave me the clarity I needed to engage an executive team on the role of Customer Experience within the business, the journey that we needed to take and the team and capability we needed to invest in to get there.
One of the things I’ve learned over the past 30 years is that most organisations don’t struggle because they don’t care about customers, they struggle because they can’t always see what’s getting in the way. I’ve seen passionate teams investing time, energy and resources into customer experience, yet still feeling stuck. Irys was created to provide that missing clarity, helping organisations understand where they are today, where the real opportunities lie, and what are the practical steps they can take to move towards customer experience success.
of customers leave after a single bad experience.
higher retention drives 25–95% higher profits.
more is what customers will pay for a superior experience.
of purchasing decisions are influenced by customer experience.
Next Steps
Register your organisation
Pricing & Onboarding
Recieve Irys Login
Run Survey
Review, Plan & Action with Irys
Get Started
Frequently Asked Questions
What is Irys?
Irys is a customer centricity measurement and action tool. It helps leaders understand how customer centric their organisation really is, where the biggest opportunities sit, and what to do next.
How does Irys measure customer centricity?
Irys assesses how customer shows up across six key dimensions: Insights, Strategy, Structure, Culture, Delivery and Metrics. Together, these show the internal conditions that help or hinder better customer outcomes.
Who is Irys designed for?
Irys is designed for executive teams, Heads of Customer Experience, customer leaders and transformation teams who want to understand customer centricity as a practical business capability.
Why should we measure customer centricity?
Because customer experience is the outcome, but customer centricity is what creates it. Irys helps you understand the internal capability, behaviours and systems that inform, shape and measure the experience your customers receive.
How long does an Irys assessment take?
The survey itself is short and simple to complete. The overall timing depends on the size of your organisation and how many people complete the survey, but the process is designed to move quickly from assessment to insight to action. Allow 2 to 3 weeks for people to complete the assessment survey. After the survey responses are in, the reporting takes minutes to generate.
What information do we need to provide?
You only need to collate a list of people's email addresses to survey for the assessment. We will provide a link to the survey for them to complete which you can send out. Alternatively provide us with the participants email addresses and we can manage everything.
Who should be involved in the assessment?
The best results come from a cross-section of people across senior leadership, customer-facing teams, support functions and teams that influence customer decisions. Ideally, this includes 50+ people across different functions and levels.
What do we receive at the end of the assessment?
You receive a clear customer centricity profile, including an overall score, maturity level, scores across the key dimensions, key learnings, and a practical action plan to help you move forward.
How much does Irys cost?
Is Irys a customer survey?
No. Irys is not a customer survey. It looks inside the organisation to understand how well the business is set up to understand, prioritise and deliver for customers.
How is Irys different from NPS, CSAT, or other customer metrics?
NPS and CSAT tell you what customers think or feel. Irys shows what is happening inside the organisation that is driving those outcomes.
Can we benchmark ourselves against other organisations?
Irys can benchmark your organisation against the Irys maturity model and track your progress over time. External benchmarking against other organisations will depend on the available Irys dataset for your industry. Our intention is for all industries to be benchmarked in the future.
How often should we complete an Irys assessment?
We recommend completing Irys annually and at the most every two years. This gives leaders a clear view of progress and shows whether customer centricity is improving year on year.
Will Irys identify where we should focus investment and improvement efforts?
Yes. Irys is designed to show where effort will make the biggest difference, helping leaders focus investment, prioritise action and avoid trying to fix or work on everything at once.
How do we know the results are objective and reliable?
Irys uses a structured and tested maturity framework, consistent assessment questions and input from a wide range of people across the organisation. This helps create a balanced view rather than relying on one team, one leader or one consultant's perspective.
What business outcomes can we expect from using Irys?
Irys helps leaders align around what matters, focus customer investment, mobilise teams and build the internal capability needed to deliver better customer outcomes over time. Its role is to turn your organisation's customer intent into a set of practical actions identified as having the greatest effect on customer centricity.
