About Experience Management Community
Born from frustration. Built for practitioners.
Growing across the Nordics
How EXMC Started
EXMC Community was conceived of in the midst of covid, November 2020. And launched oficially May 2021
I’m Stine Marsal, a sociologist and Customer Experience practitioner and Founder of EXM Community.
For 18 years I worked in top management inside organisations like Copenhagen Zoo, Tivoli Gardens and Copenhagen Airport, responsible for driving customer-focused transformation and business results across both B2B and B2C environments.
My work has spanned customer journey mapping, orchestration, CX strategy, insight and analytics, service design, behavioural change and large-scale organisational implementation across heavily regulated environments.
I’ve won awards for my CX work - but I’ve also wasted time, ressources and momentum early in my career.
I’ve seen first-hand how the right methods improve customer spend, loyalty, operational efficiency and employee engagement.
I’ve won awards for this work. I have the numbers to show for it.
But early in my career, I’ve wasted time prioritising the wrong things, implementing in ways that didn’t align with basic change management principles and trusting the wrong data, simply because I didn’t have a place to test ideas, pressure-test methods or learn from people who had already walked the path.
Seriously - the time and ressources I would have saved, and the business results I could have created, if I had not have to make so many first time mistakes, if I’d only had experienced peers to guide, support and tweak my implementation plan… it almost hurts to think about.
I knew the CX field didn’t need more consultant frameworks or buzzwords.
CX professionals needed a place grounded in practice, not pitch decks.
A place where people doing the work could learn from each other, not from vendors.
And that’s exactly what I built
From a Personal Need to a Shared Movement
Interviews with Customer Experience Managers and C-level executives revealed the need for this community
At the end of 2020, I left Copenhagen Airport and interviewed a handful of Customer Experience Managers and C-level executives from Tivoli, LEGO House, Billund Airport, Nordea, Albatros Travel and others, about experienced barriers to CX-success.
It quickly became painfully clear that we were all facing the same problems. We all needed a place to:
👉🏽 test ideas without being sold to
👉🏽 learn from real practitioners across sectors
👉🏽 understand what actually works inside complex organisations
👉🏽 access honest conversations, not polished case studies.
These early conversations became the foundation of EXM Community: This was when I recruited the 15 Founding Members of which many are still part of our Advisory Board today.
With support and collegial guidance from
⭐ Søren Bechmann, Service Design Institute
⭐ Morten Schrøder, Wilke
⭐ Mogens Bjerre, Copenhagen Business School
EXM Community
officially launched
May 2021
What EXMC Is Today
And where we are headed in 2026
EXMC has grown from a small group of 15 Founding members meeting on Teams once a month, into a living on line and real life community with monthly learning themes, 1 - 2 monthly webinars, 4 annual networking events, an annual conference and a podcast.
We have 3 different membership types and represent a wide variety of sectors within both the b2b and b2c realm.
More than 250 Customer Experience Practitioners from across B2B and B2C organisations come together on our platform with one shared goal:
To make better decisions, faster and create customer and employee experiences that deliver business results.
Strengthening the CX Discipline
Through Open Access
The CX discipline is often clouded by pitch-driven narratives, oversimplified frameworks and quick-fix concepts that sound good, but rarely work and deliver results inside real organisations. To help raise the professional standard of our field, we keep one live session every month open to everyone, so practitioners across sectors can learn smarter, avoid costly mistakes and stay grounded in what actually drives results.
Growing Across the Nordics
A Nordic movement for sharper decisions and customer experiences that deliver to their full potential
In 2026 we will expand across the Nordics
The official Nordic Launch is our Experience Management Nordic Summit May 7th 2026. But we warm up to the Summit from January 2026.
Shared Nordic learning journey begins in January 2026
From January our monthly learning themes on the community platform represent the 4 learning blocks of the Summit.
We will feature monthly webinars in English and for the Summit Attendees, these webinars will be available for replay in the Summit Vault, a dedicated learning space you have access to from January to December.
We are onboarding our first Nordic Founding Partner
The vision is simple
A connected Nordic community where practitioners learn across borders, raise the standard of CX practice, and help each other deliver results faster. We will feature a shared Nordic Newsroom and shared monthly online events in English. And in time, country specific spaces and memberships.
Once the first Founding Partner has committed, a launch plan is drawn out for that country and we will announce when a country specific community space will launch for that country.
Nordic Online Memberships
open in May 2026
After the Summit, we open Nordic Online Memberships, giving members across all countries:
full access to EXMC’s 90+ hour learning library
all online sessions
