Sirte Pihlaja (CCXP, Trained LEGO® Serious Play® Facilitator) is one of Europe's first CCXP-certified CX professionals. She has been selected for the TOP33 Inspiring Women in CX to Follow list, as a TOP150 Global Customer Experience Thought Leader and in the CX Hall of Fame. Sirte has over 25 years of international experience in customer and employee experience development and service design, producing creative solutions for customer experience management, research and the use of customer data. She has written three global best-sellers on customer experience. In her latest book, Customer Experience 5, she describes how artificial intelligence affects the needs of CX professionals' competencies.