Stine Marsal

Sociologist & Customer Experience Specialist turned Accessibility & Inclusion Strategist

I help organisations remove the hidden barriers that make it harder for customers and employees to succeed – and turn that work into measurable business results.

I’m a Danish sociologist, long-time Customer Experience (CX) practitioner and founder of two intertwined communities and learning platforms:

  • Experience Management Community (for CX leaders) and

  • InklusioNordic HUB (for inclusive workplaces and customer experiences).

My work sits where Customer Experience, accessibility, inclusion and employee experience meet:

  • How do we design experiences so people enjoy them?

  • How do we reduce friction for those who face the highest barriers – and let the whole business benefit?


If you’re a CX leader, HR, or D&I leader, this is where I live.

Why people work with me

For the past 20+ years, my work has sat in the messy, real world of operations. I’ve led customer experience, service culture and business results in complex organisations like Copenhagen Zoo, Tivoli Gardens and Copenhagen Airport – with employees ranging from electricians and security staff to marketers and senior leadership.

A turning point in my CX journey came at Copenhagen Airport.

I was asked to develop and implement Disability Awareness Training for the entire airport community. By mapping the experienced barriers of passengers with both visible and hidden disabilities and diagnoses, I uncovered something uncomfortable.

I already knew that around 1 in 4 people live with a hidden disability. What the work showed me was that the same types of barriers were affecting a large part of this group – barriers in our customer experience I had never noticed, because I wasn’t looking for them. I based my initiatives on data from the customers we could see and measure – not the ones who never came, bought less or left quickly.

These barriers were not niche problems. They were a massive blind spot. It stung my ego and changed my focus:

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.

If you’re a customer-experience-focused C-level leader

You want your customer experience efforts to show up in the numbers: higher satisfaction scores, better retention, more efficient operations, fewer complaints and smoother journeys.

You don’t have time or budget for shiny initiatives that won’t perform in the long run. You want a service culture that actually delivers on your strategy – with training targeted to your frontline’s real needs, simple for leaders to implement and follow up in a busy operational day, and clear direction for the organisation on what to do differently, where, and in what order.

I can help you do that. Together, we will:

  • Analyse what needs to be done first – and why.

  • Design a clear CX roadmap and change management plan.

  • Onboard employees and leaders into the CX strategy in a way that makes sense in their daily work.

  • Build practical tools and learning you can reuse across teams, sites and markets.

You get CX work that is:

  • Grounded in data and real operational insight

  • Tested in implementation – not just theory

  • Focused on delivering visible business results, not noise

If you’re an HR / D&I / People leader

You’re trying to build workplaces where more people stay, thrive and perform. You know an inclusive culture is the engine – but you may be unsure where to start and how to make it show up in everyday life at the coffee machine and in the lunch room. You want your efforts to be visible in reality: stronger belonging, less sick leave and fewer people burning out.

You don’t have time or budget for feel-good initiatives that don’t change behaviour. You need training and tools leaders can use in a busy day – and a clear direction for the organisation on what to do differently, where, and in what order.

I can help you do that. Together, we will:

  • Map barriers in everyday collaboration and interactions

  • Develop video-based training and talks that make invisible barriers visible in a safe, engaging, practical way – built on real stories, not stereotypes.

You get inclusion work that is:

  • Grounded in data and lived experience

  • Psychologically safe, practical and easy to integrate

  • Clearly linked to retention, engagement and employer brand

How I work

Whether we’re designing a service culture, a CX strategy, or a video training series, I tend to follow the same principles:

  1. Start with reality
    I combine qualitative research, data and lived experience to understand where people actually struggle – customers or employees.

  2. Design for the toughest moments
    We focus on situations where people face the highest barriers. If it works there, it almost always improves the experience for everyone else.

  3. Make it concrete
    I translate complex insights into roadmaps, training, guidelines and decision support that people can actually use.

  4. Think scale from day one
    I create formats you can roll out across teams, sites and countries: playbooks, learning journeys, video modules and simple tools your own people can reuse.

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.

Get in touch