GBW's story is unique. It's about how an idea spawned an enterprise and methodology that today generates behavioural change in many of the world's leading organisations. The story begins with GAPbuster Group Managing Director, New Zealander, Phil Prosser.

In a previous management role, Phil witnessed how difficult it was to manage customers' experiences across a 600-store network. Phil's problem was this: how does a large organisation, with locations spread nationally or even internationally, measure and achieve best practice service delivery in every one of its stores? Convinced that customer service would become an increasingly important market differentiator, Phil looked for a company that could measure customer service in each store regularly, consistently and cost-effectively. Unable to find such a service provider, Phil decided to create his own.

In 1994, Phil left his employer and founded GBW in New Zealand, initially a mystery shopping company operating under licence from Shop'N'Chek Inc.

In 1996 Phil relocated headquarters to Melbourne as he sought further growth for the company. The organisation continued to expand rapidly. In 2000 operations were further extended to Asia and Europe. Today, GBW operates in 30 countries throughout the world and further markets beckon in early 2004, notably the US, Japan and Canada. Staff in the GBW contact centre converse with XEs throughout the world in 13 different languages. GBW is truly a multinational and multicultural company.

GBW is now the world's No. 1 leading brand experience agency, with a global field force approaching 40,000 XEs. We service many of the worlds leading brands including McDonalds, Texaco, Shell, The Body Shop, Blockbuster, and Virgin.