Born from frustration.
Built for practitioners.

How it started

EXM Community was conceived during covid in November 2020 and launched in May 2021.

I am Stine Marsal, a sociologist, Customer Experience practitioner and the founder of EXM Community. For 18 years I worked in top management inside Copenhagen Zoo, Tivoli Gardens and Copenhagen Airport, driving customer-focused transformation and business results across both B2B and B2C.

My work has spanned customer journey mapping, orchestration, CX strategy, insight and analytics, service design, behavioural change and large-scale implementation, much of it inside heavily regulated environments.

Why I built it

I have won awards for this work, and I have the numbers to show for it. But early in my career I also wasted time, resources and momentum. I prioritised the wrong things, implemented in ways that ignored basic change management, and trusted the wrong data.

Not because the methods did not exist, but because I had no place to test ideas, pressure-test methods, or learn from people who had already walked the path. The results I could have delivered, if I had only had experienced peers to guide and challenge me, still sting to think about.

The CX field did not need more consultant frameworks or buzzwords. It needed a place grounded in practice, where the people doing the work learn from each other, not from vendors. So I built it.

From a personal need to a shared movement

At the end of 2020 I left Copenhagen Airport and interviewed Customer Experience Managers and C-level leaders from Tivoli, LEGO House, Billund Airport, Nordea, Albatros Travel and others about the barriers they hit in CX.

It became clear, quickly, that we were all facing the same problems. We all needed one place to:

• test ideas without being sold to
• learn from real practitioners across sectors
• understand what actually works inside complex organisations
• have honest conversations, not polished case studies

Those conversations became the foundation of EXM Community. They are also where I recruited the 15 Founding Members, many of whom still sit on our Advisory Board today.

With support and guidance from Søren Bechmann, Service Design Institute. Morten Schrøder, Wilke. Mogens Bjerre, Copenhagen Business School.

What EXMC is today

We have grown from 15 founding members meeting on Teams once a month into a living community, online and in person, with monthly learning themes, one to two webinars a month, four annual networking events, an annual summit and a podcast.

More than 250 Customer Experience practitioners across B2B and B2C now come together on the platform with one shared goal: to make better decisions, faster, and to create customer and employee experiences that deliver business results. We run three membership types and represent a wide range of sectors.

Strengthening the discipline through open access

The CX field is too often clouded by pitch-driven narratives and quick-fix frameworks that sound good but rarely deliver inside real organisations. To raise the standard of the field, we keep one live session every month open to everyone, so practitioners across sectors can learn smarter and avoid costly mistakes.

Growing across the Nordics

Our Nordic launch was the Experience Management Nordic Summit, held on 7 May 2026 at the Danish Architecture Center in Copenhagen. From there we are expanding the community across the Nordics, and onboarding our first Nordic Founding Partners.

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. A shared Nordic newsroom, shared monthly sessions in English, and in time, country-specific spaces and memberships.