Sirte Pihlaja (CCXP, Trained Facilitator of LEGO® SERIOUS PLAY®) is the CEO of Shirute, 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 the Association's Founding Members. She was one of the first Europeans to have been certified as a CCXP.
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.
When Sirte is not playing with LEGO bricks with her clients, she is passionately championing CX in the Nordics or South-East Asia and beyond, and is a familiar face in international CX Awards juries and conference stages.
Sirte was recently recognised as a TOP 150 Global Customer Experience Thought Leader. The CXPA has also awarded her the Extra Mile Award.