B2B Customer experience agency

CX thinking + b2b expertise
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from founder anna-maija tanninen

Welcome to CX Agency

Welcome to B2B Customer Experience Agency – or to put it short and simple: CX Agency! We are your advisor, partner and co-creator in B2B customer experience. We know first-hand what it takes to develop and lead CX initiatives in B2B. My own journey with CX began in 2012 when I joined global elevator and escalator company KONE as a Voice of the Customer lead. Since then I have supported some of the biggest B2B companies in Finland in their CX journeys.

What makes us unique?

  • We have “walked the talk”
  • We understand B2B
  • We operate in an ecosystem of CX thought leaders and practitioners
  • Our benchmarks and cases are 100% B2B

Customer Experience as a Service:

Our model is more about service than consultancy. This means you get the right expertise and ways of collaborating that best suit your needs. We work closely with our clients to understand their goals and objectives, and then develop customised solutions that drive real results. Working with us builds also your competences and skills in CX and service design methods.



Anna-Maija successfully led the development and implementation of Voice of the Customer metrics and ways of working in KONE. The measurements provided valuable insight both to the frontline employees and management on what customers expect and what impacts customer loyalty.

Kati Tuulenmäki, KONE

Anna-Maija’s strong experience especially from B2B environment and her calm yet determined approach helped us structure and focus the tasks, untangle customer wishes and concerns with the top management expectations, and proceed in a systematic, yet agile way.

Susanna Siira, Wärtsilä

We designed customer promises and supporting ways of working which we tested and evaluated with our frontline and customers.

Pia Salonen, Ruukki

As a result of our cooperation, Oilon’s customer experience capabilities have grown. It has been easy and pleasant to work with Anna-Maija. She delivers what is promised with dedication and professionalism.

Michele Danelon, Oilon

a combination of cx thinking and b2b industry understanding


CX maturity assessment

CX strategy and vision

customer journeyS

business design

CX kpis and measurement

organizational change management

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