A happy customer is worth gold. Let us help you to understand your customers and create better experiences. You will stand out and leave your competitors far behind.

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Machine Customers are predicted to start a market shift about twice as large and fast as eCommerce. Do you truly understand the shift underway?

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Unlock your Creativity
with CX Play

Want to offer better CX and EX and win your competition? Get seriously creative with Shirute CX Play. Now also online!

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Would you like your organisation to develop in customer experience management? Now you can order the CX Masterclass customised for your organisation! This training led by CX guru Ian Golding and Sirte Pihlaja has already been attended by thousands of people around the world – maybe even your competitors?

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Please join our CEM Benchmark study evaluating the state of Customer Experience Management internationally. You can also have a look at our new CEM Analysis and Audit services to learn new skills.

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Do you know what your business needs to know about dealing with Machine Customers? Watch our webinar with James Dodkins and Sirte Pihlaja to hear more!

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The Customer Experience 3 book in the best-selling CX book series is available on Kindle and in paperback. Get your own copy NOW!

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CEM2021: IKEA tops international CEM Benchmark

Based on CEM 2021, furniture company IKEA is the leader in managing CX. The Finnish telecom and digital service provider Elisa comes second, and the third place goes to SCIEX, a global leader in life science analytical technologies.

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The Finnish telecom and digital service provider Elisa is the leader in managing customer experiences in Finland according to our CEM Benchmark. The energy company Fortum and the hotel chain Sokos Hotels share second place in the study.

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All children are born artists

We need a more experimental, startup mentality in today’s business world. We must have the capacity to disrupt our old ways of thinking and doing. To make this happen, let’s bring more PLAY into organisations.

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Everybody wants good customer service, including your customers. Our experienced professionals will train your company to become the champion of customer experiences. We will create a business fit plan for your company and help you run faster than any of your competitors.

LEGO® Serious Play®

Choose CX Play, when you want to stand out. Really stand out.
Developed and used for many years, CX Play® aids organisations in building quality customer and employee experiences.

The LEGO® Serious Play® (LSP) method is known worldwide for bringing in profitable perspectives from a different angle.

With this method, you will be able to develop your customer values, intelligence, and experience by concisely pinpointing the good and bad performances. It is also the perfect tool for ideating future scenarios and change.

When working with LEGO bricks, you will channel your three-dimensional critical thinking by creating and constructing metaphors to describe real situations your organization may face. By helping to create simple guiding principles, LSP will make you confident on the actions your organisation and its representatives should take in different encounters.

CX Play® is a tool for multiple applications whether strategic, organisational, or product development and innovation. Book your own tailored workshops or join in on our open sessions.



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Personal trainer

Develop your service to a level that makes customers unable to resist.
Do you know, how mature and healthy your company is in customer experience management? And how you compare to your competitors? Do you need a little shape up?

In all our trainings and projects, we act like a personal trainer: we start with an audit of your business health, to understand where you stand currently. Your knowledgeable personal trainer helps you by reviewing your basic condition in customer encounters, and defines the possible pain points.

By going through the different parts of your customer relationships, we are able to tell you what areas your company should focus on, in order to get in top notch. Based on the results, we agree together on the level that you want to strive towards.

As you follow the business fit plan designed for your company, your know what kind of exercise is needed to develop your customer relationships and customer experiences, so you will always run faster than your rivals.

A clear marching order helps in pulling through the training program that you will need to achieve the goals you have set, and meet the desired level of business condition. We encourage and motivate the competence development of your company. With the program planned together with your personal trainer, you will be able to find a pace that fits your needs and feels good.

The aimed customer experience strategy will then be put into practice, and the achievements towards the set goals – the pulse of the customer experiences delivered by your company – measured in all everyday customer touchpoints. Your personal trainer will be supporting you in achieving these goals on each step you take.


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Voice of customer

Understanding your customers creates profits.
Do you genuinely understand what people think of your company? Both your current and potential customers are actively conversing in different channels. You should be able to listen to what they have to say: in their conversations, survey answers and feedback, lies information about their needs, dreams and hopes.

Understand the information that can improve the reputation of your company as a reliable and customer-friendly brand. Concentrate on creating and sustaining customer understanding, because customers don’t always know what they need. You can also push forward your customers wants through an effective and relevant customer experience.

When we become aware of what is thought of your company, we will help you to utilize the information to develop your business. We offer the needed tools and support you in planning the necessary procedures, processes, metrics and roles & responsibilities for your organisation.

Engage customers by using the voice of your customers in product development, and prove them your company has listened and taken heed. Turn their wishes and feedback into reality. Make no mistake about it, you will win their hearts!


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CEM Benchmark

Find out how good a customer experience leader you are
Comparing key business performances and metrics against the industry bests is always going to benefit your organization one way or another. Shirute CEM Benchmark measures how systematically and goal-oriented your activities are, as well as how organised and developed your CEM development is.

This benchmark is the most comprehensive study evaluating the CEM capabilities and competences. We have been studying the current state of CEM (Customer Experience Management) since 2013.

The participating organisations are evaluated against the Shirute Customer Experience Management Index™ to understand the level of CEM maturity.

This index evaluates five areas related to Customer Experience Management:

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

We recommend taking the benchmark survey at least once a year. By doing so, you truly understand and witness your own CEM development. Best of all, benchmarking is FREE!



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CEM Analysis

Do you know what you should focus on to make your customers happier?
Shirute CEM analysis tells you how you could make your customers happier with better customer experiences. It evaluates your Customer Experience Management maturity and provides you with recommendations on what to do better.

The analysis is performed based on your CEM Benchmark. It covers all the important areas of good Customer Experience Management and gives you an overview of your current competences.

It also tells you which areas are in good condition and what you need to focus on to get to the next level.

As a result, you will get all this information in a compact report that is easily shared with your management team, board members and anyone else participating in developing your customer understanding and business.



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CEM Audit

What should your organisation do next?
You know the state of Customer Experience Management in your organisation is good, but do you know what to do next?

Consisting of several in-depth modules, the CEM Audit includes key stakeholder interviews, questionnaires, and workshops. It lets you take a deep dive into the current maturity level of your CEM competences.

Our experts will draw a comprehensive conclusion on the state of Customer Experience Management in your organisation and our recommendations for improvement.

Do not neglect the importance of an expert’s view. This is your chance for an unbiased and professional opinion. Auditing your CEM competences might just help you land that next investment approval.


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Customer Experience Management

Memorable and profitable service on your customer’s terms.
We want to help you to understand and serve your customers better, in a consistent and long-lasting manner. With us, you can develop a customer-focused environment, filled with wonderful experiences, strengthen the bond between the customer and your brand, and make your customers happier and more engaged.

We will spar you on the game fields of customer service, where you will, as the quarterback of your company, offer memorable and profitable experiences for your customers. We will coach your team to play together like never before and tweak your game techniques.

We offer your players many ways of information gathering, e.g. focus groups, customer interviews, instant feedback, customer surveys, ethnographic studies, exit shopping interviews and secret shoppers who evaluate your customer service quality by assessing the approachability and atmosphere of your stores from the perspective of your customers.

Based on the attained customer understanding, we will design your company better, more memorable and profitable customer experiences and bring the plans to life to your customers through service design.


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Customer value management

Success begins with your customer.
Have you got any idea which of your customers are the most profitable to your company? Or who will bring their friends and colleagues as your customers? With well-thought customer segmenting, you will increase the customer profitability of your company.

We know how to recognise which of your customers should be paid attention to and how. We advise you on the type of campaigns suitable for implementation and how to manage your customer dialogue as a whole. Get your voice heard amidst your customers and achieve your desired results with us.

We can help you to devise suitable models for managing customerships to engage your customers. Our recommendations will make you able to meet the requirements of different segments.

We will tirelessly guide you in searching for solutions to refine your customerships and to build an operational customer vision that drives your company to gain revenue, reach a more cost-effective way of operation and create more profitable customerships. Our goal is to train you to addresses customers’ needs, increase recommendations and improve sales all in one go.


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Customer intelligence management

Competent customer intelligence management leads to successful customerships.
Many companies gather customer intelligence, but are you one of those who can find the core information from the mass of data? Mere collection of data does not let you in on what the customer really, truly desires.

In fact, inaccurate information may lead you astray. One must dig deeper and know what information is relevant and have a factual meaning in developing sales and customerships.

To drive your business with data, you must know who your customers are. When a customer is identified, services and products are far easier to personalize. Knowing your customer and using targeted marketing activities and communication will increase sales and improve the popularity of a brand.

We will help you to see past the data and inform how it is possible to predict customer shopping behaviour and to develop and deepen your existing customer relations.

We will audit your customer data and offer models and procedures to manage it so it can be used in planning and developing its business.

We will also help you in managing and utilizing big data and coach you on benefitting from data-driven business. Let us be your guide in making you successful with your collected data!


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Sirte Pihlaja
Think about your customer first.

Sirte Pihlaja

Customer experience optimiser, CCXP, LEGO® SERIOUS PLAY® Facilitator

Sirte Pihlaja is the CEO, Customer Experience Optimiser of Shirute, the first customer experience agency in Finland. She is also heading the activities of the Customer Experience Professionals Association (CXPA) in Finland. Sirte is an internationally known expert in her field, a trainer, designer and strategist with over 25 years of experience in advising large domestic an international corporations and brands in different industries (e.g. Elisa, Arabia, Fiskars, Hackman, Iittala, Marimekko, Nokia, Nordea, Rovio, S-Group, TeliaSonera, Veikkaus, VR and Finnish Broadcasting Company).

Sirte delivers creative solutions in customer experience research and experience design, customer experience management, data-driven business, voice of customer and reputation management, and concretising solutions through multi-channel service design.

Ian Golding

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.

Micael Buckle

Micael Buckle

Chief Executive Trainer, LEGO® SERIOUS PLAY®

Micael Buckle (Chief Executive Trainer in the  LEGO® SERIOUS PLAY® method) is the founder and CEO of the consulting company Inthrface. He consults worldwide in the areas of strategy development, leadership development, organisational development and leadership team development.

Micael was initially certified in the LEGO® Serious Play® method at LEGO Company in 2003 and he has done more than 800 workshops globally. Additionally, he trains and certifies other trainers at Hotel LEGOLAND in Denmark, the United Kingdom and the United States.

Micael has collaborated with the co-inventor of the LEGO® Serious Play® method Professor Johan Roos for several years about researching and developing the method and new applications. Micael is also a part-time Adjunct Professor at Hult & Ashridge International Business School.

Micael has a background as an officer in the Armed Forces in Denmark. He has a master’s in leadership, tactics, and strategy from the Military Academy in Denmark. He has extensive leadership experience from the army, corporate life, and consulting.

Antti Harjuoja

Antti Harjuoja

Culture Designer

Antti Harjuoja is an advocate and a driver of customer-centered business. Currently, he works as a Culture Designer and NLP Associate Trainer at Milestone. Antti has over 10 years of experience from various customer-facing roles in different industries. He believes that customer thinking must be at the core of developing customer experiences. Antti is also an active social media manager who shines in identifying the most effective new digital channels and practices.

Jari Auranen

Jari Auranen

Digitalisation expert
Jarno Malaprade

Jarno Malaprade

Mobile expert
Krista Östman

Krista Östman

Marketing and communications expert

Krista has almost 20 years of experience in marketing. She has worked in ad agencies as a producer, planner and account manager.

Strategic marketing planning, creative communications, event and concept design and customer experience based marketing are close to Krista’s heart. Challenges and tight schedules motivate her. She has been leading projects and teams for many years at Stockmann, being in charge e.g. of Hullut Päivät campaigns.

In addition to her own ad agency, she manages the marketing of Tapiola city center. Krista believes that targeted communications, voice of customer and creative marketing – combined with unforgettable experiences – are key elements that can be utilised to strenghten customer loyalty.

Karri Pulkkinen

Karri Pulkkinen

Technical expert, data-driven business

Karri Pulkkinen is specialized  in B2C business growth, profitability improvement and customer experience development with the help of information technology and analytical methods.

Karri has designed and implemented technology solutions that serve tens of millions of consumers for B2C companies, and has profound knowledge of big data technologies, traditional data management and predictive analytical methods. He has 20 years of experience in IT as a technology expert, consultant and business line manager.

Joona Kallio

Joona Kallio

AD, user experience expert

Joona is a Creative Designer focusing on visual communications and user experiences. With over 15 years of hands-on experience on marketing, concept creation and graphics design, he is no stranger to all imaginable media and communication methods. He provides visually impressive, easy-to-understand concepts and end products from visual identities, user interfaces, motion graphics, packaging and advertisements to social media and beyond.

Joona lived most of his childhood in Japan, soaked in the advanced communication environment with a visually rich landscape. He holds an Advertising Graphic Artist’s Degree (MG) from The Institute of Marketing of Helsinki.

Atro Tossavainen

Atro Tossavainen

Email Marketing Specialist

Atro Tossavainen specializes in issues related to email deliverability and PR impact. The background for his expertise is in work experience as a postmaster of various organizations and long-term volunteer work in anti-spam activities.

Ilona Lahtinen

Ilona Lahtinen

Voice of Customer Expert

Ilona Lahtinen is an expert in Voice of Customer from Etuma, specializing in text analysis to understand customers’ needs and wants. With automated analysis solutions, the feedback from the customers is processed into measures, in order to increase revenue in real-time and cost-effectively.

Ilona works with Finnair, Kesko, Veikkaus and many other companies that derive clear benefits from Voice of Customer tools in their daily operations.

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.


Are you a customer experience management professional or a company, that wants to encourage its employees to develop their skills in customer experience? CXPA Finland is the local networking committee of the international, non-profit  Customer Experience Professionals Associationin (CXPA). Our aim is to get companies deliver better customer experiences. We organise regularly interesting events on these topics, and you are warmly welcome to participate.

Join us in developing customer experience management practices in Finland, and to share current information and best practices with your colleagues. Our activities in Finland are lead by Sirte Pihlaja, CEO and Customer Experience Optimiser from Shirute.  She is one of CXPA’s international founding members.

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Sirte Pihlaja
Sirte Pihlaja
+358 50 5700 190
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Would you like to understand, how you can stand out from your competition, and get your customers to buy your services – not even looking at the price? Please leave us with your contact information, so we can plan together how your company can become the best in customer experience management!