CX Masterclass is a globally highly praised training for CX professionals. It’s ideal for your organisation, when you want to understand what it takes to create great customer experiences that turn your business into a profit-making engine, as well as a pleasure to your customers.

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Our CX Masterclass takes customer experience to the next level – from managing to innovating the experience. This CX Masterclass with Ian Golding is based on his book, ‘Customer What?’, and explores the hows and whys of strategy, culture and leadership in relation to customer experience management.



Great speaker, right on the painpoints of CX : )

– CX Masterclass participant

Excellent experience! Gamification, storytelling, wonderful Ian, joined to the fanclub

– CX Masterclass participant

Thanks for today. Ian was as always super inspirational. All other program bits were ok too. Arrangements, food etc excellent. Well done!

– CX Masterclass participant

“Wonderful day, nice venue and inspiring discussions! Thank you for organising this and I will be eagerly waiting for the next CX Masterclass day.

– CX Masterclass participant

”Thank you for a great day! It was very inspiring and I learned a lot. The example cases and videos were brilliant. Our guest experience was surprising and team work also a lot of fun : )

– CX Masterclass participant

”A big thank you, the day went past very fast. A lot of good and also familiar content. The next step could be to workshop more with the participating organisations around these topics. The tasks were nice, although I did not have time to really give my best to all of them : )

– CX Masterclass participant

”Very well organised, nice atmosphere, Ian is a great speaker and inspiring. We learned quite a lot of technologies in such a short day.”

– CX Masterclass participant

“The presenters were very good and there was a good amount of professional content. The tasks were nice! I could have used more breaks to relax my brain, there was so much to learn. All in all, a very succesful event.

– CX Masterclass participant

Thank you, Ian is very warm-hearted and nice person and it was very nice to listen to him. Many thanks to Sirte and the whole Shirute team! Good food, also in the afternoon+ oatly milk : )

– CX Masterclass participant


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Ian Golding
Global Customer Experience Specialist

Ian Golding

Global Customer Experience Specialist

Ian Golding is Customer Experience Specialist, Certified Customer Experience Professional and Certified Lean Six Sigma Master Black Belt. He has spent over twenty years in business improvement, working hard to ensure that the businesses he works for are as customer focused as possible.

A highly influential freelance Customer Experience consultant, Ian advises leading companies on Customer Experience strategy, measurement, improvement and employee advocacy techniques and solutions.

Sirte Pihlaja
CEO, Founder at Shirute

Sirte Pihlaja

Customer Experience Optimiser, CCXP, Trained LEGO® SERIOUS PLAY® Facilitator

Sirte Pihlaja (Certified Customer Experience Professional, Trained LEGO(R) Serious Play(R) Facilitator) is the founder and CEO of Shirute, the first Customer Experience Agency in Finland. She heads the activities of Customer Experience Professionals Association (CXPA) in Finland (

Sirte is a CX expert with solid coaching skills, who has been internationally recognized for her thought leadership in the field. For over 25 years, she has advised businesses around the globe in strategy, experience design, sales and brand development to differentiate their brands by radically improving their CX. Sirte is a sought-after designer, keynote speaker, facilitator, blogger and chairperson, who is a familiar face in international influencer seminars.

Sirte produces creative solutions to revolutionize customer experiences, and helps her clients in creating memorable, profitable customer experiences through CX optimisation, research, measurement and design, voice of customer and reputation management, data-driven business and transforming businesses through service design and digitalisation. She guides decision makers in developing their customer understanding, and is known for transforming customer insight into actionable results quickly and cost-effectively. Previously, she worked as a business manager, senior strategist and service design lead at Accenture, Tieto and Fjord, as well as over 10 years in international media.


CX MASTERCLASS: Taking CX to the Next Level

If you want to validate your knowledge, learn new things, or just be inspired to keep putting customers and employees at the forefront of your organisations thinking, a day, two or three with Ian Golding will do just that and more.

Having spent over 20 years working inside companies and 8 years since as an independent consultant, Ian knows exactly what it feels like to try to transform the way companies think. Sharing examples and stories from 44 countries and multiple industries, you will leave at the end of the training with a mind full of ideas and energy that you will want to action immediately!


Example agenda (2 days)


Day 1




Introductions and expectations


  1. The role of the Customer Experience Professional
    • Leading the customer agenda
    • Influencing with credibility
    • CXPA’s Competencies for the CCXP accreditation
  2. CX as a tool for transformation
    • Evolution of the organisation’s CX maturity
    • Why it’s important
    • Commercial benefits of CX
  3. Customer Strategy
    • Customer strategy examples
    • Customer Experience frameworks
    • Evaluating your customer strategy
  4. Who are your customers?
    • Creating customer personas
    • Using personas to influence
  5. Customer empathy
    • What is empathy and why is it important?
    • How to think like your customers think
    • The role of storytelling
  6. Organisational Purpose/Proposition
    • What is it and why is it important?
    • Being clear about the brand promise
    • What makes a brand proposition?
  7. Customer journey Management
    • Introduction to customer journey management
    • The principles of mapping customer journeys effectively
    • Keeping it simple and actionable
    • Prioritising the most important things



Day 2


Day 1 Recap


  1. Level 1 Customer Journey Mapping
    • Stages to touchpoints
    • Demonstration of a simple, repeatable approach to journey mapping
  2. Customer Experience Measurement
    • Measurement principles
    • Aligning the voices of your customers, people and processes
    • Know what your priorities are
  3. Customer Experience Improvement
    • Driving demonstrable change
    • Cost Out – Experience In!
    • The importance of process improvement methodology – Lean
  4. Digital Customer Experience
    • UX is not CX
    • Aligning digital technology to the customer journey
    • Examples of good digital customer centric experiences
  5. Customer-centric culture
    • Characteristics of customer-centric organisations
    • What should customer-centric leaders be doing?
    • Employee experiences
  6. Action planning
    • For you personally and your organisation
    • A framework for managing what happens next
    • Keeping up the momentum

Why should you get your organisation trained?

The CX Masterclass takes customer experience to the next level – from managing to innovating the experience. Based on Ian Golding’s latest book, ‘Customer What’, it explores why and how brands transform their markets.

Delivering a branded customer experience people love

You’ve read the books, you’ve attended the conferences, you’ve followed the blogs and you may already be involved in some kind of branding or experience programme within your organisation.  

But perhaps things are moving a little too slowly, you’re not creating alignment, there’s confusion about where to start, a lack of clarity about where to invest, confusion about how to deliver an experience across channels, the enthusiasm’s waning, the strategy’s uninspiring, or you are just not seeing the results you expected. Or perhaps you haven’t even started yet and want to get it right first time. If any of these resonate, this workshop is for you.

This highly engaging CX training programme uses case studies to illustrate the principles and allows participants to apply these principles to their own situation with coaching from the facilitator. For this reason, we recommend that also several senior executives from the organisation attend so that together, they can address real business issues.

In this masterclass, Ian Golding will share the findings from the research for his best-selling book, and some of the techniques his company, uses to help organisations become purposeful in their direction and in the experience they deliver to customers.


The workshop will enable participants to:

  • Understand the practices and behaviours that will enable them to transform their markets
  • Understand how to align the organisation behind a customer-focused purpose
  • Define a genuinely differentiating brand promise
  • Deliver a customer experience that is dramatically different and drives customer advocacy

  • Create an employee culture that is as distinctive as the customer experience
  • Find, hire and retain employees that fit the ‘DNA’
  • Use social media and digital marketing to create a community of brand fans
  • Understand how to measure and sustain the experience to generate a positive ROI


Ian Golding’s newest book, “Customer What” is a practical guide on how to execute business purpose successfully over multiple channels to make a brand stand out. It is a guide to creating and sustaining the focus on customer experience to create value in the long term. Customer What? is part practice handbook, part novel and part therapy.

This book is divided into four sections – each contains an overview of what needs doing; a set of practical activities and approaches to help you do it; and a story or two to illuminate your path.

The fundamentals – essentials for success
Culture – connecting people to the strategy, and creating the right conditions for action
Making it happen – tools and tactics for delivering the strategy
Sustaining – continuously advocating for change

Order your copies when you register!

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CX Masterclass Comments

I joined the event because customer experience is close to my heart. Ian is a great presenter, he gave real life examples that were interesting to follow. The best elements of the event were the group assignments and great conversations around the table. A lot of effort was put on the guest experience of the event itself.
Nora Lappalainen
Marketing Communication & Sales Professional, Otavamedia
The coach was very interesting and he had a lot of good case examples. The theory became to life in practice, and we also heard about the pitfalls. Networking and group work with the other guests were incredibly rewarding.
Tuuli Mäkelä
Manager of Oral Health Services, City of Espoo
Ian Golding’s speeches, assignments, and reflections were definitely the best. I got the last minute lessons from them for my certification test. This training is especially suitable for customer experience developers, who want new ideas for their work and who want to broaden their vision on the topic.
Sari Noukkala
Head Of Customer Relationship Experience Development, LähiTapiola
Ian's coaching was really great to listen to, the takeaways from his speeches are easily applicable to the work we do at our firm. Customer experience is a hot topic these days, and we can benefit from the knowledge that was on show during the CX Masterclass on both face to face and digital customer service.
Sirpa Ojala
Loyalty Program Manager, SOK
The training provided a unique opportunity to hear one of the world’s best customer experience experts, and to grow our own competence. We went systematically through the topics that we experience in our own work. I would recommend the CX Masterclass event to every CX professional and especially to individuals, who lead and drive its development in their company.
Marja-Leena Pinomaa
Head of Enterprise Feedback Management, Tieto
Ian Golding was good! This training provides an extremely good package for everybody who work in CX development and management. It’s great that Shirute and CXPA Finland bring experts with genuine world-class experience to Finland.
Juhana Tormilainen
Business Transformation Sales, Dassault Systemes
I would highly recommend CX Masterclass events for CX professionals. You get to meet experts in your field, from different companies. We all work for the same goal, aiming to deliver better customer experiences. Golding was an inspiring speaker, and it was nice to hear real-life examples.
Reetta Viitanen
Customer Experience Leader, Nordea Life
Coming to CX Masterclass, I had clear expectations and goals - to learn new ideas, insights, and learn new tools, in addition to networking. I focused more on goal-oriented customer experience, it’s definition and implementation in a concrete, high-quality, and memorable encounter for our organization during the fall. I would highly recommend this event for individuals working in quality assurance, and process development, it was a real brain engaging event
Noora Lindholm
Suomen Asiakastieto


Do you know how well your organisation takes care of its customers? This is your chance to benchmark how you compare to others!

As a pre-assignment to CX Masterclass, we provide participants with the unique opportunity to get your Customer Experience Management Maturity Score. Our CEM Benchmark has been running over 10 consecutive years to study the State of Customer Experience in Finland and internationally. The Shirute Customer Experience Management Index™ evaluates five areas related to customer experience management:

  1. Scope
  2. Organisation and governance
  3. Culture
  4. Processes
  5. Tools

Additional information on the Shirute CEM Benchmark and our other CEM analysis and audit services can be found on our website.

Register   Read more


In Sirte Pihlaja’s newest book, “Customer Experience 3”, she shares with twenty-seven fellow international Customer Experience (CX) professionals their current best-thinking, strategies and insights for achieving impact and visibility using world-class, best-practice CX principles. This is the anticipated follow-up third volume in the Customer Experience book series, packed with frontline experience, insight and value for professionals wanting to dramatically enhance the customer experience in their organization.

The book covers a range of topics including: customer-centric culture, organisational adoption and accountability, VoC insight and understanding, CX design and improvement, CX metrics, measurement and ROI, and CX strategy. These are all themes, which are critical in making a company genuinely customer-centric and allowing for business growth.

Order your copies when you register!

Register   See book


Sirte Pihlaja
Sirte Pihlaja
+358 50 5700 190
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You can request for additional information and register to our CX training(s) by sending your contact information through this form. Please let us know beforehand, if you or your colleagues have any special dietary requests (if applicable).

    Date: TBD (1, 2 or 3 days depending on your preference)
    Venue: Online or on-site session

    We will charge 50 % of the registration fee for cancellations made up to two weeks (14 days) after the registration. For cancellations received after 14 days from registration and in case of no-show the registration fee will not be refunded. If you cannot attend yourself, you may transfer the registration to another person working in the same organisation. Cancellation fee will also be charged in case of illness. Shirute Ltd reserves the right to cancel the training, if there are not enough attendees. Shirute Ltd is not responsible for any costs incurred by the cancellatio.