About the event
Join us on March 26 at JourneyOps Copenhagen + Malmö and discover how journey management transforms organisations into customer-centric powerhouses. Six visionary leaders will share actionable insights, setting the stage for the first event in the region dedicated to building a vibrant community of practitioners and leaders. Be part of the movement—join us!
Who is this event for?
The Speakers
06
FEATURED INDUSTRY EXPERTS
01
Key note speaker
Esa Nettamo
Founder of JourneyOps & Spark Design
Esa specialises in guiding organisations to successfully implement customer journey management, initiating their shift towards customer-centricity. This year, Esa's mission, through JourneyOps, is to raise awareness among 1,000 people about the transformative potential of customer journey management and create a global JourneyOps community.
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Natalia Dudareva
Customer Experience Manager, Nilfisk
Natalia has a background in digital marketing and user experience design and now focuses on designing experiences for digital products. She is dedicated to introducing a customer journey approach to ensure customer-centricity in product development.
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02
Keynote speaker
03
Keynote speaker
Morten Friis-Olsen
CMO / Head of Customer Experience, Semler
Morten Friis-Olsen is the Chief Marketing Officer at Semler, Denmark's leading automotive conglomerate. An experienced professional, Morten boasts expertise in leadership, marketing, and business development, specializing in data, digital technologies, and customer-focused sales and branding. At Semler, Morten leads marketing efforts for a diverse portfolio of the Volkswagen Group brands, ensuring a cohesive and customer-centric approach across the group. His expertise lies in understanding consumer behavior and translating it into effective marketing strategies, driving brand awareness, sales, and customer loyalty. Previously Morten worked nearly a decade within destination management promoting Copenhagen as the most livable metropolis in the world.
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Simon Bach Peters
Customer Journey Expert, Nordea
Simon is a Customer Journey Expert at Nordea, currently driving the introduction of Customer Journey Management in the Business Banking segment across the Nordic markets. For the last 10 years he has been leveraging customer journeys as a tool to drive business impact and improved customer experiences in the financial sector. His career includes roles at companies such as Danske Bank, Forca, and now Nordea, with titles like Head of CX and Head of Business and Service Development. Simon's experience ranges from hands-on work with the early pilot projects in customer journey design to redesigning a development organization with over 6,000 employees, transforming siloed functions into a customer-centric agile setup. His passion for customer journeys has led to CX training for over 1,000 employees and the delivery of a customer journey acceleration program. This program has, through the use of Service Blueprints, laid the foundation for multi-year development portfolios with budgets and savings close to a billion.
04
Keynote speaker
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05
Keynote speaker
Ville Österlund
Founder & CEO, Leanlab
Ville is passionate about helping brands to work more closely with their users. With 20+ years' experience in user insights, he's aided numerous Nordic and global brands such as Finnair, Google, Spotify and Sony to create better Products and Experiences through enhanced user understanding. Before founding Leanlab, Ville was a Partner at a Nordic design/tech agency Digitalist. Prior to that, he ran his own user insights agency operating in Helsinki, London and Singapore.
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Grace de Athayde
Customer Journey Ops Lead, Pfizer
Grace is a passionate Systems Thinker, currently leading Journey Ops together with the Global CX team at Pfizer Inc. For the last decade, Grace has leveraged Journey Mapping and Systems Thinking to bring business impact in multiple industries and domains, such as B2B, retail, digital, and now big pharma. With an entrepreneurial background background within IT, her former roles include digital digital transformation, product and portfolio management and heading Design in Danish global companies such as The LEGO Group. Business results using Journey Mapping and Management include 10x revenue growth and 7-digit cost-to-serve reduction.
06
Keynote speaker
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07
Keynote speaker
Jenni Reijonen
Head of CX Renewal & Design Tools
Jenni is a passionate CX Evangelist, dedicated to driving customer-centricity and design thinking in organisations. As part of the business renewal at LocalTapiola Mutual Life Insurance, she leads CX transformation efforts, including customer experience renewal, concept design, and the development of design tools. Always looking for new ways to engage with customers, Jenni established a digital customer community for LocalTapiola Group to foster ongoing dialogue and insight gathering. Currently, she is building JourneyOps from the ground up, piloting a journey management tool, and scaling operations one project at a time.
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Agenda
MAR 26
08:30
Doors open & breakfast
09:00
Welcoming words
09:10
Simon Bach Peters, Customer Journey Expert, Nordea
Using Customer Journeys to break down organizational silos
Ville Österlund, Founder & CEO, LeanLab
Jenni Reijonen, Head of CX Renewal & Design Tools, Lähitapiola
Illuminate your path! How to switch on a continuous customer discovery for journey excellence
Grace de Athayde, Customer Journey Ops Lead, Pfizer
From lean to scale: building blocks to Journey Ops Strategy
10:25
Coffee & networking
10:45
Natalia Dudareva, Customer Experience Manager, Nilfisk
Creating a toolbox for Customer Experience Mapping
Morten Friis-Olsen, CMO / Head of Customer Experience
THE OMNICHANNEL IMPERATIVE: Data-Driven Strategies for Personalized Engagement, Conversion, and ROI
Justas Petronis, Principal AI Product Manager, TheyDo
How AI is transforming the service design landscape
12:30
Event closes
The Venue
Nordenskiöldsgatan 24, 211 19 Malmö, Sweden
The event will be held at Studio Meetingpoint by Altitude, a modern venue in central Malmö. Just a 5-minute walk from Malmö Central Station, it’s easily accessible for those commuting from Copenhagen and beyond.
Event sponsors
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Founded in 2019, TheyDo is the leading journey management platform, providing the power to make the journey the most valuable business tool. TheyDo’s triple diamond framework and platform enable organizations to manage their complex journeys and optimize them for efficient growth. TheyDo is trusted by global brands, including Cisco, Ford, Johnson & Johnson, Home Depot, and Polestar.
Leanlab provides a continuous user research platform for fast and agile user discovery and testing. Our mission is to assist CX and UX teams in reducing barriers to user research and embracing more user-centric development processes. Established in 2021, the company operates with teams in both Finland and Sweden, collaborating with Nordic brands like Finnair, If Insurance, and the City of Helsinki. See more at www.leanlab.co
Spark Design helps organisations to get started with journey management and ignite their transformation towards customer-centricity. Spark Design is also the owner and organiser of JourneyOps. www.sparkdesign.io