In a rewind to the Irish CX Impact Awards 2025, bonkers.ie was shortlisted for the Digital Impact in CX award, put forward last year for a fundamental reimagining of its core switching platform, one driven by a clear understanding that friction in the digital journey was the primary barrier between customer intent and completed action.

The platform overhaul addressed that barrier directly. By rebuilding the switching experience around a more intuitive and seamless user journey, bonkers.ie reduced the points at which customers disengaged and increased the proportion who followed through to a completed switch. The 24 percent year-on-year improvement in completed switches was not an incidental byproduct of the redesign but its intended and measured outcome, reflecting a product development process that kept customer behaviour and completion rates at the centre of every decision.

The Digital Impact in CX category recognises organisations whose digital transformation efforts have produced better outcomes for both customers and the business over the preceding 12 months, with judges assessing the strength of the challenge identified, the quality of the strategy deployed, the innovation embedded in the approach, and the evidence of measurable impact across customer, staff, and business dimensions.

bonkers.ie's presence at the Irish CX Impact Awards 2025 extended across several categories, with the company also shortlisted for CX Impact in Utilities, Best Online Experience and User Interface, and Best Innovation in CX, a breadth of recognition that reflected the cross-cutting impact of its platform transformation across multiple dimensions of digital customer experience.

As the 2026 cycle draws closer, Ireland's customer experience community faces a clear challenge: who will demonstrate the same conviction that removing friction from the customers?

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