Stine Marsal
Sociologist. CX leader. Inclusion strategist
Organisations lose customers and employees to barriers they cannot see. Stine finds those barriers through research and lived-experience interviews, then helps leaders remove them.
The result is measurable improvement in retention, engagement and revenue.
Her work sits where customer experience, accessibility, inclusion and employee experience meet. She is the founder of Experience Management Community, a Nordic learning network for CX leaders, and InklusioNordic, a platform for operational workplace inclusion.
The core question behind every project: what happens when you design experiences that work for the people who face the highest barriers?
The answer, consistently, is that it works better for everyone and improves business results.
Why organisations work with Stine
20+ years of leading customer experience, service culture and business results in complex organisations. Copenhagen Zoo, Tivoli Gardens, Copenhagen Airport. Teams ranging from electricians and security staff to marketers and senior leadership. Not theory. Operations.
A turning point came at Copenhagen Airport. The task was to develop disability awareness training for the entire airport community. Mapping the experienced barriers of passengers with visible and hidden disabilities uncovered something uncomfortable.
Around 1 in 4 people live with a hidden disability. The same types of barriers were affecting a large part of this group. Barriers in the customer experience that had never been measured, because no one was looking for them. Initiatives had been based on the customers who were visible in the data. Not the ones who never came, bought less or left quietly.
These were not niche problems. They were a massive blind spot. That finding changed everything.
If 1 in 4 of your customers live with a hidden disability and they feel every friction point more intensely than others, they are not an edge case. They are your stress test.
When you design experiences that work for them, you remove hidden friction for everyone and unlock business results you can actually measure.
How Stine works
Whether designing a service culture, a CX strategy or a video training series, the approach follows the same principles:
Start with reality.
Qualitative research, data and lived experience to understand where people or the business actually struggle.Design for the toughest moments.
Focus on the situations where people face the highest barriers. If it works there, it almost always improves the experience for everyone else.Make it concrete.
Complex insights translated into roadmaps, training, guidelines and decision support that people can actually use.Think scale from day one.
Formats you can roll out across teams, sites and countries. Playbooks, learning journeys, video modules and simple tools your own people can reuse.
Customer Experience
EXM Community
A practitioner-led Nordic learning network for CX leaders.
Webinars, masterclasses, peer sparring and an annual Nordic summit.
Beyond consulting and keynotes
Stine runs two Nordic professional communities:
Employee Experience
InklusioNordic Hub
Nordic platform for operational workplace inclusion, connecting organisations, lived experience experts and NGOs.
Behind the scenes
I’m based in Copenhagen and married to Catherine Marsal. She’s French – and if you’re into cycling, let me just casually slip in that she’s been World Champion four times, has won the Giro d’Italia, set the World Hour Record, raced in the Olympics four times and done a lot of other cool stuff.
Me? I’m only cool by proxy.
We have two kids and Dasher, our dog. Moving through the world as a family keeps showing me that accessibility and inclusion aren’t “nice-to-haves” – they decide who gets to participate, learn, travel, work and belong.
I’m also neurodivergent (ADHD). That means I know first-hand how much talent and business is lost when workplaces and customer experiences are designed for a narrow “standard” human.
It also means I’m very good at spotting patterns and making sense of complex systems, and I get restless when things move too slowly. I occasionally need a strong ginger beer when I’ve worked myself to the point of exhaustion – because breaking a hyperfocus on the things I care about is… not my best skill.
I love travelling, gardening and orchids, I adore sushi and a Whopper Cheese, I hate coffee and anything alcohol, but love candy, ostepops and a good cup of tea.
