Lior Arussy: Customer Experience
Customer experience architect who helps organizations design differentiated experiences, and increase customer loyalty and revenue.
Quick Facts:
- Highlights:
- Lior Arussy's expertise in Customer Experience (CX) and Strategy Execution has earned him recognition as a leading authority on a global scale.
- Lior's speaking style is characterized by its dynamism and inspiration.
- He has a unique ability to captivate audiences with his passion for driving positive change, leaving a lasting impression long after the event has concluded.
- Formats: Keynote, CX Workshop, Journey Mapping Lab, Virtual
- Audiences: CX and operations teams (25–200); Conferences (150–1,500)
- Outcomes:
- Map end-to-end journeys to identify loyalty levers.
- Align operations to deliver consistent brand promises.
- Increase customer lifetime value through targeted experience changes.
- Travels from: Trenton, NJ
- **Fee range: $20,001 - $35,000
Talent Services
Keynote Topics:
Gen AI Customer
The Gen AI-Empowered Customer
The emergence of Artificial Intelligence (AI) has catapulted customers to a new pinnacle of empowerment.
This transformative role has restructured the future engagement model, compelling organizations to revisit their value creation and delivery strategies within the context of redefining customer relationships.
Customer Experience
Excite Your Customers
Your commitment to your customers and your commitment to excellence requires you to keep your products and services relevant.
In order to get new customers and to gain more repeat customers, small business owners need to constantly examine the simple question: Are You Exceptional? Doing so guarantees your edge in today’s business world.
Innovation & Creativity
Address the past before you develop the future
Employees’ resistance to change is often perceived as a fear of what the unknown of the future holds, as well as an attachment to the known present and the nostalgic past. A Strativity-sponsored HBR study demonstrates that the root cause of failure of business transformation is the human factor. The real issue, however, is the past rather than a fear of the future.
Strategy & Culture
Pride – The Missing Ingredient
Are your employees proud of the company they work for?
This is the most critical question for any customer transformation. Based on 15 years of designing customer experiences for organizations, we’ve learned that a critical component to success is pride in the brand.
This session will focus on what it means to create pride in a brand and, specifically, the methods to create authentic pride in your brand.
Business Transformation
Accelerate Your Business Transformation
Organizational transformation depends on a multitude of factors, beginning with its design and implementation.
The most neglected factor in transformation is employee trust and belief in the process. After years of failed initiatives and a “launch and quit” history, employees develop a skeptical attitude.
This cynical attitude is probably the biggest obstacle to his transformation.
Talent Short Bio
Lior Arussy is a customer experience strategist with a track record of helping businesses transform how they design, deliver, and measure customer interactions. His work focuses on aligning strategy, operations, and culture so improvements are sustainable and measurable. Lior teaches frameworks to identify the moments that matter, build consistent cross-channel journeys, and tie CX efforts directly to revenue.
His talks are practical and actionable, not theoretical: attendees get templates to audit current journeys, prioritize interventions, and set KPIs. He works with leadership teams to translate customer insights into operational change, reduce churn, and improve lifetime value. Lior’s approach is suitable for executive summits, CX leadership workshops, and immersive transformation programs.
Read Full Bio
Lior Arussy stands as an eminent figure, revered worldwide for his profound insights into Customer Experience and Strategy Execution. A luminary in his field, Lior embodies the convergence of visionary thinking, consulting prowess, and an unyielding commitment to transformative change.
With over two decades of experience, he has spearheaded over 200 corporate transformations globally, earning accolades not just for his theoretical brilliance but for his hands-on, pragmatic approach to effecting real change. Lior’s distinctive ability to turn rhetoric into reality distinguishes him as a true trailblazer in the realm of organizational transformation.
Lior Arussy’s journey to becoming a revered authority in Customer Experience, Employee Engagement, and Strategy Execution is rooted in a rich tapestry of experiences. Armed with a keen intellect and an unwavering determination, Lior embarked on a mission to decode the intricacies of corporate culture and customer-centricity. His groundbreaking methodologies have been instrumental in reshaping the landscapes of numerous renowned brands, catapulting them to unprecedented heights of success.
He has also written over 300 articles for publications around the world, including the Harvard Business Review, and Chief Executive media, for which he is a regular contributing author.
A recipient of numerous awards worldwide, Arussy’s accomplishments, insights, and publications have been cited and recognized by leading media, such as The Wall Street Journal, The Financial Times, The Times of London, Smart CEO Magazine, ABC, CNBC, Bloomberg TV, and MSNBC.
He completed his undergraduate degree at Case Western Reserve University, and received his MBA from Weatherhead School of Management. He is a self-professed chocoholic.
In summary, Lior Arussy stands as a beacon of inspiration and innovation in the realm of Customer Experience, Employee Engagement, and Strategy Execution. His remarkable journey from visionary thinker to transformative change agent serves as a testament to the power of passion, perseverance, and unwavering dedication. As event planners seek to create impactful experiences that resonate with audiences long after the event has concluded, Lior Arussy emerges as a compelling choice, capable of elevating any gathering to new heights of excellence.
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Talent Videos
Lior Arussy Video Reel
Turning ordinary service into exceptional, memorable customer experiences
Video Summary & Key Moments
Lior Arussy explains that customers today no longer settle for “okay” or frictionless service—they expect exceptional experiences. But exceptional service cannot be bought or scripted; it’s a personal choice employees make every day.
He highlights this with a simple airline example: when boarding, flight attendants often display forced smiles. But when passengers leave, the smile is authentic—because genuine care cannot be faked or paid for. It must come from pride in one’s work.
To illustrate, Arussy shares a true story from a flower shop in Long Island, New York. A stressed customer urgently ordered roses after forgetting his anniversary. Instead of just processing the order, the employee paused, listened, and offered a thoughtful solution: she would include a note saying the late delivery was the shop’s fault, along with a box of chocolates. By showing empathy and creativity, she turned a frustrated interaction into a memorable, loyalty-building moment.
He emphasizes that how we define excellence matters. If we limit excellence to extreme achievements—like Michael Phelps winning 20 Olympic medals—most of us won’t even try. Instead, excellence should mean maximizing your own talents and contributions, wherever you are.
Ultimately, the customer is the only true judge of excellence. Every interaction is an opportunity to create value, build trust, and inspire loyalty. In today’s world, “exceptional is not optional”—it’s the new standard.
Key Moments
[00:00] Setting the stage: customers demand exceptional, not just average.
[00:40] Airline smile example—authenticity is a choice, not a script.
[01:20] Real story: Flower shop employee saves a marriage with empathy and creativity.
[04:30] Fixed vs. flexible mindsets—repeat vs. reinvent.
[05:10] Redefining excellence as personal, everyday achievement.
[07:00] The customer as the only judge of excellence.
[07:40] Closing message: Exceptional is not optional—it’s the new benchmark.
LIOR ARUSSY at the 10th DEC Congress | DEC Association
Inspire, don’t chase build customer value they help create and profits will follow
Video Summary & Key Moments
Lior Arussy opens as a practitioner, not a theorist, drawing on 250+ transformation projects (from Mercedes-Benz to Delta and The Met). For him, customer experience means two things at once: create value that’s relevant and differentiated for customers and profitable for the business—otherwise CEOs won’t care.
He says we’ve entered the era of the “one and only.” You win customers in only two ethical ways:
- Inspiration—anticipate needs, surprise with relevant value, earn profitable growth.
- Desperation—arrive last, pay ever-higher acquisition costs, discount to “buy” the customer.
Why this shift? Most firms go from exciting → boring → annoying by milking yesterday’s product instead of inventing tomorrow’s value. Motorola, Nokia, BlackBerry—each dominated, then lost relevance as they tweaked while customers leapt ahead. That gap appears when companies define themselves by products and “every customer” averages, not by customers and their evolving value.
He warns that digital self-service isn’t differentiation by default. When customers do the work—banking, travel, checkout—they feel loyal to themselves, not your brand. Post-COVID, with authorities often saying “we don’t know,” customers became super-empowered: they act like brands demanding deeply personal partnerships.
The root problem: a corporate mindset that separates profits from customers, fixating on exploiting current assets. Arussy poses a reframing: What if you had only one customer, guaranteed never to leave? You’d move budget from hard selling to co-creating value, showing up where/when/how they need—often before they ask.
Key Moments
[00:00] Practitioner perspective: CX = relevant, differentiated value and profit.
[02:10] Two legal ways to win: inspiration vs desperation.
[03:20] Damien Hirst shifts from creator to platform for creativity.
[05:05] Coca-Cola Freestyle: the formula moves to the customer.
[07:00] Exciting → boring → annoying: how leaders lose markets (Motorola, Nokia, BlackBerry).
[09:10] The value gap: customers leap, companies tweak.
[11:05] Digital self-service ≠ differentiation; loyalty drifts to the self.
[12:40] Post-COVID customer = super-empowered brand.
[13:45] Borders outsources online sales to Amazon → bankruptcy lesson.
[16:10] Implementation vs outcomes: the Dutch call-center turnaround.
[18:05] IBM passes on SAP: defining business by product blinds you to next-level value.
[19:20] From products to platforms; from personalization to co-creation.
[21:00] Fanatics & Messi jerseys: platform agility at scale.
[22:05] Influencers become brands; you become the enabler.
[23:10] CX mantra: “The answer is yes—what’s the question?”
[24:00] Final choice: Inspiration or desperation—use costs as your mirror.
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