CX Masterclass is a full-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. You are also welcome to join us on a VIP Brunch on the second day, and for the first time in Finland, you have the opportunity to get your CCXP certificate. 


Date and time

7. & 8.5.2019


Scandic Park, Helsinki

Shirute           CXPA Finland          Customer Experience Consultancy

F-Secure          LähiTapiola          Qentinel


Feedbackly          Flockler          Futurice


Hanko Sushi          LEGO          Långvik Congress Wellness Hotel          Pakilan Kukkatalo                  Scandic


Partner with us

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) 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 almost 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, speaker and facilitator, who advises large international and domestic companies in different industries (e.g. Elisa, Arabia, Fiskars, Hackman, Iittala, Marimekko, Nokia, Nordea, Rovio, Sanoma, S-Group, TeliaSonera, Tikkurila, Veikkaus, VR and YLE Finnish Broadcasting Company).

She is a sought-after coach, keynote speaker, chairperson and blog writer, 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.


DAY 1: Customer Experience Fundamentals

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 7 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 38 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!

  • Welcome, Introductions and expectations
  • The CX Profession
  • Best practice CX theory
  • Customer Experience Strategy
  • Thinking Like a Customer
  • Creating a Customer Centric Culture

DAY 2: Customer Experience Leadership

Transforming an organisation to become sustainably customer centric requires good, focused leadership. It requires leaders to understand what it takes to be customer centric. It requires leaders to have the ability to ’hold the mirror up to themselves’ so they can identify opportunities to grow. It also requires a leader to understand the science that sits behind the term ’customer experience’.

Any leader who aspires to drive a more customer centric business must have an understanding of the competencies and capabilities required. Find out what they are and how to be a customer centric leader in this engaging and interactive session.

  • What does it take to be a genuinely customer centric leader?
  • The importance of driving the intentional customer experience
  • CX competencies all leaders need to understand
  • The CCXP Accreditation – an explanation of the science behind the qualification and what is required to become a CCXP (examination is subject to an extra fee)


CX Masterclass 2017 Comments

VIP Brunch


May 8th at 10 AM-12 PM

You are also welcome to join us for a presentation with Ian Golding, followed by a discussion over brunch. The theme is “Customer Experience Leadership”. Please note that seats are limited for this occasion.

For the first time in Finland, you can also take the CCXP certification test. Please let us know if you are interested! **APPLICATIONS ARE NOW CLOSED FOR CCXP **


This is your chance to get your Certified Customer Experience Professional certification!

During CX Masterclass, we are planning to provide the unique opportunity to get your CCXP certificate in Finland by organising a session supervised by the CXPA organisation. If you are interested in participating, please let us know and familiarise yourself with the CCXP requirements before applying. The test session will be organised only if there are enough people attending. **APPLICATIONS ARE NOW CLOSED FOR CCXP **

Additional information on how to apply for accreditation can be found online on CXPA global website.

Register interest   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