WHEN \ 20. October 2020
WHERE \ Graz City of Design, Austria

Our Vision \ CX is more than known standard

Discover how the world’s most lateral thinkers from different areas create breakthrough experiences by uncovering unique and actionable insights.

As diverse as every single experience are the tools in CX supporting the designer in their strategic planning. Build your network and connect with your peers in a hands-on way you’ve never before experienced.

Speakers \

Hailed as one of the world’s leading authorities on Customer Experience and Strategy Execution, Lior Arussy is an author, visionary, consultant, and creative change agent. His insights and methods have been successfully put into practice in over 200 corporate transformations worldwide, making Lior not only a forerunner in the field, but a proven practitioner. And that’s what truly sets Lior apart; where other speakers simply talk of change, Arussy makes it happen time and time again.As inspiring as he is passionate, Lior’s unique and critical voice continues to drive people across the globe to achieve their ultimate success.

20 years into Customer and User Experience. CX and Design Strategist. Responsible for product design of DATEV products and customer experience at all customer touchpoints of DATEV. One of the last German-speaking UX bloggers (www.ux-blog.de).

A reflective practitioners of design thinking focusing on user experience and service design in the greater China area. Lectured more than 100 design thinking or UXSD workshops both at school and in industry. Won more than 20 international awards, including iF, Red Dot Best of Best, CHI SDC Gold award, UXPA UX Gold Award, SDN Gold Award. Published 3 journal papers, 8 book chapters, 32 conferences papers for the last 5 years.

Martina started as a self-taught Web Designer in 1999. From the very beginning her approach was user-centered despite not being familiar with the now-common phrase of ‘User Experience’. In 2007 she finalized her (Diploma-) study in Psychology and started working in the field of clinical Psychology. It was at this point that Martina’s academic background and her passion joined and she started a career as UX Designer, being called “Conceptioner” at first. Since then Martina has not only contributed to the digital and service ecosystems of many recognizable companies (e.g. eBay, PayPal, Emirates Airlines, Volkswagen, Telekom and many more), but she also helped selected Start-ups in Europe, by forming and driving their Research, as well as contributing to their product or service strategy and definition.

10+ years of experience in web & digital product design

My team and I have enabled more than 100 companies to grow their digital presence, improve sales results, and boost customer satisfaction.

Projects with international brands like
Coca-Cola, Amazon, Novartis, Bayer, Trelleborg and many more.

What to expect \

Free food & drinks \

Enjoy for free Lunch, tea & coffee, snacks, and soft drinks throughout the day.

New collaborations \

Benefit from insights and knowledge from around the globe.

Topic-focused \

How to think strategically and put experience in organisation planning.

No hot air \

Not just listen, take action. Engage in 3 hands-on master classes.

Agenda of Beyond CX 2020




Opening & Welcome

I will explain what I have learned in recent years when it comes to empower a large enterprise to become successful in delivering attractive customer experiences.

The world around us is changing. We experience demanding customers, high levels of market saturation, increasing complexity, rapid speed, tough competition and large-scale ecosystems. The economy is no longer driven by technology only, but by experiences.

Yesterday as well as today, you have to give the right promise at the right time and to the right customers in order to be successful. What has changed is that customer experience has become a main differentiator.

In the past, customers' experiences were not public. Clever marketing and a sufficiently good customer service was enough to be successful. Today negative customer experiences are immediately public. In order to be successful in the experience economy, companies must be able to keep their (marketing or brand) promises at every customer touchpoint and at every time.

Learning Skills
1. Challenges of experience economy
2. What it takes to become an experience-driven company
3. How to lead by promises and customer experiences
4. How to assess and develop a companys' ability to deliver attractive CX

Maps are a great overview-tool in life. And this is also the case in Business: Experience Maps can help align the different points of view and goals from different departments or disciplines. Therefore, they not only serve as great alignment and prioritisation fundaments, but they also help create a deeper understanding of current or potential customers.
This talk will give you an overview of the 3 main types of experience maps: Customer Journey Map, Service Blueprint and Mental Model Diagram and will help you decide when to use each of them. Further, the presentation will arm you with some business rationale for mapping experiences, so that you can convince your boss and colleagues and get your own Experience Mapping workshop on the way.



In this short practical exercise Martina will introduce a theory regarding basic psychological needs and the resulting method for behaviour analysis, which is currently used in the practice of Systemic Psycho-Therapy. This method, in a simplified form, will then be applied to create hypothesis about the underlying needs of our (potential) customers. It will help to not only develop a deeper understanding of their psyche, but will also enhance our empathy towards them and hence broaden our innovation-horizons.

No preliminary knowledge about Psychology or UX/CX is needed, as this exercise can be applied in any context, in which one strives to uncover the deeper levels of human motivation and psyche.



Everybody is saying, ``It’s all about the experience``, but which are the real metrics of that experience. How to measure ``experience``? What is the customer perspective, what is the communication, what is the differentiation...How does the Experince Economy work?

Build digital products loved by customers
Increase sales/ conversions through online channels
Create a brand thаt makes them stand out from their competitors
Boost customer retention and brand loyalty Test innovative ideas at low risk


Lunch Break





What KPI does your CX program support? In strategic programs, it is not VOC or complaints reduction. It is revenues and profits. In this session we will explore the 5Ps of the economics of customer experience and how to develop the case for CX as a financial driver of the organization’s growth.
Key Learnings
• Examples of financial results of CX programs
• The 5Ps financial measures to customer experience
• A model to examine the financial impact of effective CX (and how to get more budgets)





Get your Day-Pass now \


Beyond CX – Day Pass

Access to customer experience event day on 15.October 2019.

  • Access to presentation slides of Beyond CX
  • Lunch, coffee, dinner, snacks, and drinks included

Early Bird 390,00 €

excl. VAT

Limited to 120 tickets


Extend your stay. Visit the World Usability Congress the international premier user experience design conference.

When\ 21. & 22. October

Where \ Graz City of Design, Austria