About us

The Custellence story

Custellence has its roots in the field of service design, and Daniel Ewerman our founder and CEO, is a well recognised service design pioneer. Prior to Custellence he co-founded the service design agency Transformator Design in 1998.

The development of Custellence started in 2014, based on the vision to create the most professional, versatile and collaborative journey mapping tool for customer experience professionals.

Today Custellence is used in many different kinds of industries and enables organizations to work systematically with their customer centric ambitions. Custellence can be used in all stages of development - from exploration to implementation. So that you can create the amazing experiences that your customers will love.

What we believe in

We believe that creating valuable customer experiences is all about teamwork, building empathy and creating a shared view of the customer. Our mission is to offer the best tool for creating customer centric change based on Customer Journey Mapping, Experience Mapping, User Stories or Service Blueprints … or whatever you call it in your daily practice:)


The Team

Custellence is run by a small and customer centricity devoted team based in Stockholm, Sweden.

Board of Directors

  • Johan Crona | One of Sweden's most experienced experts in fast growing B2B SaaS companies. Technology investor with 15+ years experience from starting and developing technology based startups.

  • Jörgen Hansen | Lawyer with 20+ years of legal counsel in global organisations within IT and telecom. Successful track record of being board member and chairman of the Board of Directors in companies with strong financial performance and growth over a long period of time.

  • Mikael Balkö | 20 + years of experience as a founder, chairman and highly successful business builder of several fast growing companies in the field of Management, IT and Development.

Technical development

Technical development in close collaboration with our friends at Stockholm Code Group

Contact us

Questions, feedback or want to team up with us? We’d love to hear from you!
Give us a shout at hello.custellence.com


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