Sirte Pihlaja (Certified Customer Experience Professional, LEGO® Serious Play® Trained Facilitator) is the CEO & Customer Experience Optimiser of Shirute, the first customer experience agency in Finland. She is currently heading the activities of the global Customer Experience Professionals Association (CXPA) in Finland, one of the Association’s Founding Members, and a member of its International Advisory Board. With over 25 years of experience, Sirte is an internationally known CX/EX expert, coach, keynote speaker, designer and strategist who advises large international corporations and brands in different industries. She is known for translating customer understanding to concrete actions and results in a fast and cost-efficient way. Sirte has written two books on CX. Her most recent book is the globally best-selling Customer Experience 2, co-authored by 24 highly experienced international CX professionals (http://bit.ly/cx2book).