What’s the most valuable lesson you’ve learned working in CX?

In CX, success is built on people, perseverance, and collaboration. You must dare to embrace change and innovation as opportunities to grow, but always keep people at the center of what you do. No one gets there alone. It’s critical to understand that CX is never just about processes or technology—it’s about meaningful connections, teamwork, and human-centric solutions. Whether it’s customers, employees, or stakeholders, the key to exceptional CX lies in deep human understanding, empathy, and adaptability. In a world increasingly driven by technology and AI, what sets you apart is your ability to listen, care, and act with purpose. Stay curious, keep learning, and always push the boundaries of what’s possible!

What’s the No. 1 challenge facing CX teams right now? And how should they navigate it?

The biggest challenge CX teams face today is proving the ROI of customer experience initiatives. Many organisations still view CX as a “nice-to-have” rather than a strategic growth driver. To navigate this, CX leaders must speak the language of the C-suite—using hard data, business cases, and financial impact assessments to show the direct link between CX improvements and revenue, retention, and profitability. Customer-centricity is not a cost—it’s an investment in long-term success.

Which is your favorite CX event to attend and why?

It’s hard to pick just one, but I’d have to say CXPA’s CX Day and the CXPA Finland community events hold a special place in my heart. These events bring together the most passionate and forward-thinking CX professionals, offering real-world insights, meaningful connections, and innovative ideas that push the industry forward. I’ve also loved participating in CX webinars and podcasts, both as a guest and a host. While these are digital discussions, they reach and impact thousands of listeners worldwide. It’s incredibly rewarding to share ideas, challenge perspectives, and spark new conversations in the CX community.

More often than not, I find myself in the organiser role—whether as a keynote speaker, chairperson, or facilitator—in the hundreds of events I’ve participated in. Creating experiences that people genuinely love and learn from has always been my goal, and I hope I’ve been able to inspire and challenge fellow CX professionals along the way. I have always cherished the sense of community, networking, and the exchange of thoughts with CX professionals from around the world at CX events. There’s something truly special about connecting with like-minded people who share my passion for elevating customer experiences and making a real impact.

What’s your big prediction for the future of CX?

AI and machine customers will redefine CX as we know it. We are on the verge of a paradigm shift. Businesses will design experiences not only for human customers but also for AI-driven machine customers/digital assistants who make purchasing decisions, handle transactions, and influence brand loyalty. Companies that adapt early, understand AI’s implications and prioritise ethical, human-centred AI adoption will set the benchmark for CX excellence in the future.

How will you keep contributing to the CX community?

CX is not just what I do—it’s who I am. I will continue to coach, mentor, and empower CX professionals through Shirute, CXPA Finland, and global CX networks. Sharing knowledge, fostering discussions on AI, machine customers, and customer-centric leadership, and advocating for customer experience as a business strategy will always be at the heart of my work. Right now, getting hands-on with AI is driving so many exciting discussions and sparking new enthusiasm. I love being able to help and upskill organisations on how to use AI to enhance both customer and employee experiences—ensuring that technology serves as an enabler for more human, meaningful interactions. Through keynotes, research, training, and community-building, I’m committed to challenging the status quo and driving CX forward—together. As always, I’ll keep building better CX and EX, brick by brick, using LEGO Serious Play—because the best ideas emerge when creativity, collaboration, and innovation come together. And that’s when things will get truly awesome.

Check out www.shirute.fi, www.machinecustomers.fi and www.cxplay.fi for more or listen to The AI Experience Podcast!