CX Masterclass is a two-day event for CX professionals who 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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Date and time

TBD (2 days)


Online session

Shirute           CXPA Finland          Customer Experience Consultancy

Feedbackly          Flockler


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Our CX Masterclass takes customer experience to the next level – from managing to innovating the experience. Last time the event, CX Masterclass with Ian Golding, was based on his book, ‘Customer What?’, and explored 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


Read more 2020 2019 2017


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 with Ian Golding will do just that and more.

Having spent 17 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 day with a mind full of ideas and energy that you will want to action immediately!

Day 1

    1. Welcome


    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

    1. 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


CX Masterclass 2019 & 2020 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 is now used already for the 9th year to study the State of Customer Experience in Finland. 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 can be found online on our website.

Register   Read more


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 copy when you register and get it signed by Ian Golding!

Register   See book


Sirte Pihlaja
Sirte Pihlaja
+358 50 5700 190
  • Sales

    sales (at)
  • Other inquiries

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You can request for additional information and register to our CX event(s) by sending your contact information through this form. Please let us know beforehand, if you have any special dietary requests.

Date: TBD (2 days)
Venue: Online 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 event, if there are not enough attendees. Shirute Ltd is not responsible for any costs incurred by the cancellation of the event.