Beyond all limits of CX
The hands-on event to
empower your skills
12th October 2021
Graz City of Design, Austria

WHEN \ 12. October 2021
WHERE \ Graz City of Design, Austria

Our belief \ CX is more than known standards

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

The conference for up-to-date leaders and managers. Expand your skillset, network with the best, and prepare for a leading customer-centered company. As diverse as every single experience are the tools in CX supporting the leader and manager in their strategic planning.

in cooperation with “Marketing Club Graz”

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.

Customer expectations are the new oil of experience design. Customer expectations vary from touchpoint to touchpoint. They are constantly changing due to personal development, brand messages and experiences with other companies. In this talk you will find out how we use customer expectations to improve our customers' experiences and thus increase our success at DATEV. We explain how we recognize and define customer expectations. We show how we measure it over time and what is needed to do so.

Dr. Jonas Rende
Data Scientist @ DATEV

Vision, strategy, change management and transformation execution; changing company cultures to 'outside-in' customer focus. Bringing insights, CX transformation tools and digital assessments. Implementing customer feedback programs. Executing research and customer journey mappings, then adapting global processes and capabilities accordingly. Realizing cross functional cooperation in order to deliver a consistent brand experience. Driving business results through product-, employee- and customer experience improvements.

Energetic team leader & motivator. Strong change manager who likes the challenge of large global cross functional roles and projects. 40% strategy and 60% pragmatic. Visionary, out of the box initiator, drives realization and execution. Connector; bridging global people and functions.

▪ Studies of mechanical engineering and economics at RWTH in Aachen, Germany
▪ 28 years’ experience in technical consulting and customer services – focus on automotive industry in the companies HEAD consult, HEAD acoustics, LMS und AVL.
▪ Since 2019 AVL Executive Vice President Software Products, Emission and Services, Instrumentation & Test Systems. Responsibility for Software Products, Emission and Services, Digitalization and Innovations-Management.
▪ AVL is the world’s largest independent technology partner for the development, simulation and testing of powertrain systems as well as innovative automotive solution concepts.
▪ More than 11,000 employees worldwide (4,000 in Graz), 45 Affiliates worldwide, turnover 2020: 1,7 billion €
▪ Several publications regarding Global Strategic Management, Service Strategies, Digitalization
▪ Founding member of the Styrian Service Cluster
▪ Board member of KVA
▪ Member of KVD, ÖVK

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.

Clara Subirats is currently the lead designer of Advanced Design at HP Inc. (through the strategic design agency NACAR), where she leads and manages a team of designers (digital and industrial) and researchers in high-impact projects for corporations, covering from ideation to prototyping.

Its goal is to drive product innovation and business decisions through three pillars: inspiring through radical research and design, driving business strategies based on unique experiences, and experimenting with fast iterative cycles (build, test and repeat) to constantly improve solutions.

Trained in Barcelona, Copenhagen and several universities in the United States, she proposes an empathic and intuitive design based on the storytelling technique and advocates people-centered research.

René Hubert Kerschbaumer is working as research associate and lecturer at the Department of Marketing, University of Graz, Austria. Before returning to his university, René worked at the Graz-based company builder Up To Eleven as a key account manager for B2B software solutions. Today, René is researching in the fields of buyer behavior, e-commerce, retail platform management, and subscription commerce. Furthermore, René is teaching courses on marketing, buyer behavior, as well as on touchpoint and customer journey management.


Customer Experience – The Sustainable Growth Strategy

The Real Stories from 250 CX Transformations – The Blueprint for Future Success

When was the last time you gave yourself the gift of thinking? Reflecting and planning for a better future for your customers, your organization and yourself.  This is your opportunity.

Join our exclusive workshop with Lior Arussy one of the world’s experts in customer experience transformation and co create your future plans to accelerate success.

Customer experience has the potential of propelling organizations to differentiation and profitability. However, CX track record is inconsistent and according to the Forrester Research report for 2021, CX need to go back to its basics.

Delivered by one of the world’s global authorities on customer experience as a strategy to maximize profits, this workshop will provide you with a blueprint to develop a successful CX strategy that will create acceptance engagement and commitment for real lasting change.

Developed around 5 stories of leading organizations, this workshop will guide you through the core questions that will establish your blueprint for CX success.

Fun, inspiring, interactive and insightful, this workshop will empower you to rethink your CX strategy and elevate your commitment and plans.  Gian the courage to aspire to create true lasting change.

Who should participate?

  • Customer experience professionals
  • Customer retention leaders
  • Digital transformation professionals
  • Strategy officers
  • Customer experience designers
  • Customer value managers
  • B2B customer experience professionals

Workshop Objectives

  • Understand the foundation of a CX strategy
  • Identify the economic drivers to CX success
  • Recognize the customer journey approach
  • Develop principles of CX design – digital and physical
  • Create a change management approach to better CX engagement
  • Identify the potential failure points and how to avoid them
  • Be inspired to drive true change


Customer Experience – The Strategy

    • Why CX? Why Now? – The problem do we solve
    • Journey, satisfaction, digital – Defining the CX strategy
    • Beyond fixing dissatisfaction – Crafting a vision for a better future

Customer Experience – The Economics

    • From Costs to revenues – Developing the business case for CX reinvention
    • Beyond the 4 P’s of marketing – The 5 Ps’ of customer loyalty
    • Yes we can save money too! – CX Savings across the journey


Customer Experience – The journey

    • What hurts? – what matters? – Defining the current state Journey
    • You can’t fix it all! (and no one expect you to) – Prioritizing the right touch points
    • Loyalty Builders – The future touchpoints that will create retention


Customer Experience – The Design

    • What memory do you create? – Mastering the art of memories as loyalty drivers
    • What is your story? – Stories are the new measurements
    • Principles of design – The fusion between digital and physical
    • What customer persona do you create?
    • What superpower do you empower you customers with?


Customer Experience – Change Management

    • I love change (really?) – The truth behind change resistance
    • Resistance comes in different shapes – The change management personas
    • Transformation through volunteering – Managing the transformation
    • Inspiring yourself across the journey


One of the world’s leading authorities on customer experience, transformation and change, Lior Arussy is an experienced change practitioner, success accelerator, corporate culture expert, and founder of design and transformation firm Strativity Group. Called “a triple threat of transformation” by co-founder and founding editor of Fast Company William Taylor, Arussy is a unique, critical, global voice helping people worldwide achieve ultimate success.


Prior to founding Strativity Group, Arussy spent his career in executive positions at companies like Hewlett-Packard. With an understanding that traditional change management is not working, Arussy has worked with many of the world’s top brands including Mercedes-Benz, Delta Airlines, Royal Caribbean Cruises, BMW, Cadillac, Novo Nordisk, MasterCard, The Met, Thomson Reuters, HSBC, E.ON, FedEx, SAP, University of Pennsylvania, and Johnson & Johnson, among others, to recognize that the key to truly driving change for success is in putting employees at the center of transformation efforts. His methodology enabled Mercedes Benz to take the number 1 position in customer satisfaction in just two years. Another client, a European logistics corporation, leaped from 3% annual organic growth to 44% annual organic growth in just two years.


Strativity Group was recognized as one of the top 5 business transformation firms by Forrester Research alongside McKinsey, Bain and Accenture.  The recipient of the 2015 SmartCEO Circle of Excellence Award, Arussy was also presented the  “Influential Leaders” award by CRM Magazine and named the #2 Top Global Guru in Customer Service by Global Gurus. Consulting Magazine also named Strativity “A Small Jewel” in 2017 and one of the fastest growing for the past three years. Strativity has the additional distinction of being named to the Inc. 5000 Honor Roll, reserved for firms who have been named to the Inc. 5000 list for 5 or more consecutive years.


In addition to his work with Strativity, Arussy is the author of seven books including Next is Now: 5 Steps for Embracing Change – Building a Business that Thrives into the Future (May 2018, Simon & Schuster), Exceptionalize it! (2015) and Customer Experience Strategy (2010)  Arussy has written over 250 articles for publications around the world, including the Harvard Business Review, and multitude of magazines and was interviewed by MSNBC, CNBC, Bloomberg TV, the Wall Street Journal, Fast Company, CRM Magazine, Smart CEO Magazine, and Inc. magazine.


Arussy completed his undergraduate degree at Case Western Reserve University and received his MBA from Weatherhead School of Management. He resides in New Jersey with his wife and five children. When he’s not sampling fine chocolates or collecting watches, he enjoys exploring new cultures—3 million miles on United so far.




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

• Challenges of experience economy
• What it takes to become an experience-driven company
• How to lead by promises and customer experiences
• 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 Experience 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

The essence of any CX role (there are multiple) is that you are touching the whole company when trying to do your job. Weather you have a Digital CX role, a CX role in services or when you are leading a company-wide CX transformation. Realize that you cannot work in silo. Realize the most important part of your role is to build connections and the only way to be successful is to team up with other functions. Hence, you are an octopus sharing the sea with many other strange creatures……wanna meat them?


Lunch Break

A Deeper dive into the ocean with questions, discussions and a helpful guide to take forward.



Welcome to the next generation of customer journey management which goes beyond cost reduction. Optimizing your customer journey should drive revenues and profits. (Yes it should!) Discover how a leading US retailer learned to optimize its customer journey and save $600 Million they didn’t know they are losing every year. Utilizing the 5 Ps of customer centricity economics, the 5P customers’ control, you will learn how to design customer journeys that drive real revenues and profits impact.



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)



In the panel discussion we try to find out, how much experience B2B companies really need, and what's the true value out of it.

In the discussion are:

  • Anouk Vastert
  • Alessia Rullo
  • Lior Arussy
  • Rene Kerschbaumer
  • Jens Poggenburg

Moderation: Uwe Holli



What to expect \

Free food & drinks \

Enjoy 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 organizational planning.

No hot air \

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


If you are

  • vaccinated,
  • tested,
  • or recovered

(AUSTRIAN 3G) and you have a certifcate for it, you are allowed to join.

Depending on the Austrian government, we will update the requirements. It also could be that you have to test yourself before joining the conference, nevertheless you are vaccinated.

We have a huge testing street at MESSECONGRESS Graz, where everybody can test and get a feedback in 20min.

If you bought a ticket, and the Austrian government declines all flights to Austria, you will get a full reimbursement.

If you as a person are declined because of personal circumstances in the last two weeks before the congress we don’t reimburse your payment.

You will get reimbursement of the full price.

You will get full reimbursement until the last two weeks before the event. in the last two weeks there is no possibility to get reimbursement but you can forward your ticket to another person.

Tickets BCX21 \


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

When\ 13. & 14. October 2021

Where \ Graz City of Design, Austria

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