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David Wales

Founder at SharedAim

Haywards Heath, England, United Kingdom

International Customer Experience and Service Design Specialist. Multi-award winning professional

Available For: Advising, Authoring, Consulting, Influencing, Speaking
Travels From: London
Speaking Topics: Human centred service design, human experience, embracing uncertainty

Speaking Fee $4,000

David Wales Points
Academic 0
Author 39
Influencer 19
Speaker 19
Entrepreneur 20
Total 97

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Business Unit: Human centred service design
Theatre: Global
Media Experience: 15 years

Areas of Expertise

Customer Experience 34.16
Design Thinking 34.42
Innovation 30.40
Culture 32.20
Management 30.05
Risk Management 31.09
Smart Cities 30.69
Business Strategy 31.22
Health and Wellness 30.44
Health and Safety 31.07
Customer Loyalty 30.23

Industry Experience

Federal & Public Sector
Professional Services

Publications

1 Analyst Advisory
Covid-19 recovery and resilience: what can health and care learn from other disasters?
The Kings Fund
February 04, 2021
I was one of a number of global experts who were invited to be interviewed to share their perspectives on how learning from other disasters could inform our response to Covid-19.
From this, the report quotes my thoughts in relation to the role of ethics and morals in terms of collaboration and decision-making,

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Tags: Culture, Customer Experience, Health and Wellness

7 Article/Blogs
A human-centred approach to emergency services
European Emergency Number Association
February 10, 2022
A common purpose amongst all emergency services is 'to serve their communities.

But what does that mean, and who decides?

This is the subject of my most recent blog which has just been published by EENA 112. Please click the link in the comments below and read why I argue that, if we want to transform our ability to reduce the harm from emergencies, then we must focus on the human need and experience.

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Tags: Customer Experience, Risk Management

Always Human, Sometimes a Customer: The Distinction That Could Be Undermining CX
CX Buzz
December 09, 2021
An overview of my 'Always Human' philosophy and why serving humans rather than customers has important and beneficial outcomes for organisations.

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Tags: Customer Experience, Design Thinking, Business Strategy

Designing the communities of tomorrow: A citizen’s perspective
IOT Intelligent Cities
December 01, 2021
A discussion of why how smart cities make us feel is as important as what they can do functionally

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Tags: Customer Experience, Design Thinking, Smart Cities

Putting the customer at the heart of response
Crisis Response Journal
September 10, 2020
In this article, I discuss why the design process is an important, but often overlooked tool for humanitarian agencies and emergency services.

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Tags: Business Strategy, Customer Experience, Design Thinking

What the pandemic is teaching us about transformational change
LinkedIn
April 28, 2020
A few months ago, that statement could have been justified simply by the challenges facing organisations as they contemplated a vastly different future. The ongoing technology revolution, changes in customer expectations and greater scrutiny of ethical/environmental practices being just a few of the issues that, individually and collectively, could not be ignored.

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Tags: Customer Experience, Management, Culture

The error and danger of referring to ‘panic buying’
LinkedIn
March 20, 2020
As the images of empty shelves and associated stories of the real distress caused as a result become more frequent, public concern and emotions will understandably rise accordingly. However, this is likely to make a bad situation worse by increasing the potential for public division and disorder as a result of each of us imposing our moral values on others.

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Tags: Customer Experience, Culture, Risk Management

Saving Lives Is Not enough
Fire magazine
October 24, 2019
An article outlining the main findings of the report of the same name - see Whitepaper.

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Tags: Business Strategy, Customer Experience, Design Thinking

1 Book Chapter
CX3
Writing Matters Publishing
March 25, 2021
I was very pleased to be invited to join 27 international customer experience (CX) professionals to share our current best thinking, strategies, and insights for achieving impact and visibility using world-class, best-practice CX principles.
My chapter discusses the need and benefits of truly understanding your customers from their perspective and not relying on assumptions.

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Tags: Business Strategy, Customer Experience, Design Thinking

1 Citation
Policy lessons from catastrophic events
Bennet Institute for Public Policy, University of Cambridge
May 26, 2020
This report followed a workshop in which myself and other experts were invited to discuss the Grenfell fire and other disasters to see how the appropriate lessons could be learned. The final report included an eight-page excerpt of my report 'Saving Lives Is Not Enough.

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Tags: Culture, Customer Experience, Design Thinking

1 Founder
Sharedaim
Sharedaim.com
March 01, 2019
Human First Customer Experience

It is an approach to Customer Experience (CX) that starts by accepting that customer behaviours are directly influenced by their current circumstances and emotions. These can change quickly and frequently.

However, many organisations dislike this type of ambiguity and complexity as they believe it makes it hard to plan against. As a result, they seek to reduce or remove the uncertainty but in doing so often go beyond what is realistically achievable or knowable. This then creates new risks and a false sense of security.

Human First Customer Experience embraces the messiness of being human and works with this rather than against it. In doing so, it enhances engagement and connection, bringing benefits to both organisations and their customers.

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Tags: Customer Experience, Culture

2 Media Interviews
Season 2 : Episode 33 - "Seeing through the CX Smoke" with David Wales
YouTube
November 01, 2021
David’s fire service background may not be one that people usually associate with customer experience, however, as he explains to Neal Topf, his experience in this field has given David and unique view into CX.

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Tags: Customer Experience, Innovation, Culture

CXBuzz Interview With David Wales, Founder at SharedAIM
CXBuzz
June 21, 2021
I came to the CX community by an unusual route. I was an officer in the fire and rescue service, and we wanted to understand why people were not following our advice or doing as we expected when we attended fires. As a result, I instigated and led a pioneering research study that challenged many of our assumptions and changed our understanding of human behavior and motivation.

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Tags: Culture, Customer Experience, Innovation

1 Miscellaneous
Voices of the Fire, Police, Search and Rescue Services in Reducing Avoidable Disaster Deaths in the Caribbean Region
Avoidable Deaths Network
December 10, 2021
A symposium to discuss the role and issues facing the agencies in the Caribbean region in their ability to respond to emergencies and disasters.

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Tags: Customer Experience, Design Thinking

1 Miscellaneous
Perception and recollection of fire hazards in dwelling fires
Safety Science
February 11, 2020
A journal paper discussing the findings of a research project we undertook to better understand how people responded when encountering a fire in the home.

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Tags: Health and Safety, Health and Wellness, Risk Management

4 Panels
Book review - The Customer Experience by Alan Pennington
Limetropy Book Club
March 30, 2021
A panel-based book review and interview with its author, Alan Pennington.

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Tags: Customer Experience

Saving Lives Is Not Enough
Royal College of Paramedics
January 14, 2021
A discussion with the co-author of my report 'Saving Lives Is Not Enough' and about its implications for paramedics and other health care providers.

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Tags: Culture, Customer Experience, Design Thinking

CX strategy and culture:
Customer Engagement Summit
November 12, 2019
A panel discussion exploring the theme of the links between Employee Experience and Customer Experience, a new Battleground for Competitive Advantage

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Tags: Culture, Customer Experience, Design Thinking

Power to the People
Connections Live TV
August 29, 2019
A live television discussion around the theme of citizen services, the role of trust, and why it is beneficial to build around common interests.

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Tags: Business Strategy, Customer Experience, Design Thinking

1 Podcast
The human first approach to CX
All Things Considered with Bob Azman
October 18, 2021
A discussion with a fellow author (Miles C. Thomas) of the CX3 book about human-centred customer experience

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Tags: Business Strategy, Customer Experience, Design Thinking

5 Webinars
A human Focussed Look at Community Risk Reduction Activities
National Association of State Fire Marshals
September 16, 2021
A presentation to the attendees of the National Association of State Fire Marshals (USA) as part of their annual conference.

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Tags: Business Strategy, Customer Experience, Design Thinking

Saving Lives Is Not Enough
Leigh Day
June 10, 2021
A roundtable discussion hosted by Leigh Day (Law firm) to discuss burn care from multiple perspectives, both those who provide services and a compelling account by a burn survivor.

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Tags: Business Strategy, Customer Experience, Design Thinking

Human behaviour and decision-making in emergencies
European Emergency Number Association
September 29, 2020
A presentation in which I discuss the often-neglected human factors that influence decision-making in emergencies.

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Tags: Culture, Customer Experience, Design Thinking

Customer Experience: From the Outside
Service Desk Institute
July 07, 2020
A presentation I gave as part of the Service Desk Institute webinar titled 'Creating A Customer-Centric Culture'
My presentation discussed the value of seeing your organisation as your customers do.
My slides and a YouTube recording of the event are accessible from the link below.

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Tags: Business Strategy, Customer Experience, Design Thinking

Crisis Management in CX
Chistopher Brooks
July 02, 2020
An interview with Christopher Brooks as part of his CX SupoerHeroes podcast.

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Tags: Business Strategy, Customer Experience, Design Thinking

4 Whitepapers
Transmitting video to the Public Safety Answering Point – a human perspective
European Emergency Number Association
October 21, 2021
A report discussing the opportunity for using video in emergency control rooms. In this report, I set out the human experience considerations for both the caller and call handlers.

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Tags: Customer Experience, Design Thinking, Risk Management

An evaluation of the role of fire extinguishers
Self published
March 30, 2021
A report considering the role of a fire extinguisher in human terms identifying the gap between policy assumptions and the evidence from real fires. It considers the implications arising from this and makes a number of recommendations to create an evidence base and enhance current fire safety policies/advice.

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Tags: Customer Experience, Health and Safety, Risk Management

We TIE people together
CX Cares
November 09, 2020
Reflecting on the many challenges facing organizations and the CX community as they continue to manage and recover from the economic crisis, this paper shares the author's views about the future. The objective is to provide
some guidance, direction, and inspiration to fellow professionals,
with practical ways to accelerate the emerging opportunities through
recovery and beyond

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Tags: Customer Experience, Customer Loyalty

Saving Lives Is Not Enough
Emergency Services Times
August 14, 2019
A casualty-centred proposal identifying how Fire and Rescue Services can improve pre-hospital care and quality of life outcomes for burn survivors. Also including two lessons learned that helped explain the
failings in the current model - these relate to partnership working and the need for a customer experience framework in the public sector.

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Tags: Customer Experience, Design Thinking, Innovation

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