Customer Experience Agency Shirute is Taking Nordic Creativity and Design Thinking International

Nordic Customer Experience Agency Shirute internationalizes by taking creative talent to the world, wanting to raise Finland’s international profile on this front as well. The company has combined its creative know-how, customer experience management skills and Legos to its CX Play® offering. This methodology makes the improvement of customer encounters together easier and quicker, by fast-tracking discussions and making them more in-depth. The project has been funded by Business Finland, the most important public funding agency for research funding in Finland, directed by the Finnish Ministry of Employment and the Economy.

In the core of the project are people and better customer encounters, which are needed all over the world. The CX Play® workshops focus on creating better customer experiences, one brick at a time, enabling a totally new way of thinking.

Shirute’s CEO and Certified LEGO® Serious Play® Facilitator, Sirte Pihlaja, has recently been invited to many top international customer experience events to give inspiring keynotes and deliver energizing workshops with Legos. In addition to Europe, also clients in Singapore have taken on this new method with open arms. Nordic design know-how is highly valued there.

Pihlaja gives special praise to her Nordic colleagues and global network in getting this trailblazing project to life. “One of our most valuable partners in developing our own LSP application for CX has been Michael Buckle, CEO of IntHRFace. Buckle has himself delivered more than 600 business development workshops using Legos. We have also got a lot of inspiration from Chief Academic Officer, Dr. Johan Roos from Hult International Business School who is one of the original creators of the LSP method. It has been a tremendous help for the success of our endeavour to know both, as well as many other LSP colleagues around the world.”

You can use play to grow your business – seriously

LEGO® Serious Play® offers a more concrete and practical way for diving into the different business challenges and development activities, through play and creativity. Originally, LEGO invented the method and materials because they needed to rethink their own strategy. This Danish innovation is the basis for Shirute’s one-of-a-kind way of working that is used to develop customer experience management with Legos.

“People all over the world who have participated in our coaching sessions have said the same thing: organisations can achieve more through this creative method. It is amazing to see how adults who have been in working life for a long time already find their inner child, get back into play and shift to a totally different gear. They give more of themselves and they are able to achieve more, which in turn delivers great business results”, Sirte Pihlaja rejoices.

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Nordic Customer Experience Agency Shirute is introducing its CX Play® workshop together with Co-working space Innovation House Finland, as a side event to the world’s leading start-up event. SLUSH 2018 is organised on the same week at the Messukeskus Helsinki, Expo and Convention Centre.

The LEGO® Serious Play® for CX: Creating Better Business with Design Thinking event will be held at co-working space Innovation House Finland on Monday, December 3rd at 1.30 pm–4.30 pm. The address is Toinen Linja 14D (House of Municipalities main entrance), 00530 Helsinki. During the event, Sirte Pihlaja will be introducing LEGO® Serious Play® and facilitate a mini CX Play® workshop for the attendees. Innovation House Finland will also introduce themselves at the event.

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Additional information: 

CEO Sirte Pihlaja, Shirute, puh. (050) 5700 190

Shirute is the first Customer Experience Agency in Finland that focuses on customer experience management. Customer Experience Path® is a registered trademark of Shirute. We are a founding member of the international Customer Experience Professionals Association (

TosiLeikki® – CX Play® is a new, creative and agile way to grow your business and improve your customer experiences. This methodology, developed by Shirute, helps fast-track discussions, accelerate design processes and produce better business results. It is based on the LEGO® Serious Play® method and materials.



Want to know more about TosiLeikki® – CX Play®? Get in touch and we will be glad to talk customer experiences (and Legos) with you.

The Global #1 Best-Selling Business Book Customer Experience 2 Is a Shiny Example of the ‘New Normal’

Customer Experience 2 tops the charts as the #1 best selling book on Amazon e.g. in the “Customer Service” and “Consumer Behaviour” categories in multiple countries (USA, UK, Canada and France, etc), making the co-authors Best Selling Authors on three continents. Sirte Pihlaja, the CEO of Shirute, is a Finnish CX/EX expert, who has been evangelising CX all over the world during the last 25+ years. Her passion is using creative methodologies in creating great CX and EX. That is why she wrote about customer-centric culture and on the Role of Play in Business.


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