Sirte Pihlaja (CCXP, Trained Facilitator of LEGO® SERIOUS PLAY®) is the CEO of Shirute Ltd, the first customer experience agency in Finland. She is an internationally recognised CX/EX expert, coach, keynote speaker, designer and strategist with over 25 years of experience in advising large corporations and brands in various industries and countries. Sirte is the leader of CXPA’s Finland network, member of the International Advisory Committee and one of CXPA’s founding members. She was one of the first Europeans to have been certified as CCXP. Sirte was recently recognised as a TOP 150 Global Customer Experience Thought Leader and on the CX Hall of Fame. The CXPA has also awarded her with the Extra Mile Award. She has written three books on people experiences, two out of which are global #1 bestsellers. When Sirte is not playing with LEGO bricks with her clients, she is passionately championing CX in the Nordics, South-East Asia and beyond and is a familiar face in international CX Awards juries and on conference stages around the world.