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David Wales MSc

Founder at SharedAim

Haywards Heath, England, United Kingdom

Since 2009, I have been helping organisations to resolve the challenges and costs that result when people (employees, customers and other stakeholders) don’t behave as expected, or if they act in undesirable ways.

My interest began when I instigated and led a pioneering and award winning research project. Our brief was to identify why customers were not behaving as advised or anticipated. The results identified valuable new insights that led to multiple organisational change initiatives and the work remains influential on international thinking and practice. Since then my experience and research has enabled me to better understand the root causes and behavioral blind spots that can prove so costly to organisational performance.

Through my consultancy Shared Aim, I offer commercial services using behavioral science principles and my unique Human-Organisation Gap (HOG) (™) framework. SharedAim specializes in the areas of employee experience and engagement. I help organisations create the conditions for employees to be able, and motivated, to do their best work.

In 2025 I founded Purposefully Human (a global not for profit organisation) which had begun a few years earlier as an online meeting place for people with an interest in human-centred organisations. Our new company status will allow us to develop our ambitious plans to help organisations work with and celebrate what it means to be human.

I am an experienced speaker, although I far prefer facilitating interactive session and discussions. I have written extensively in many formats including academic papers, white papers, thought leadership pieces as well as general content.

My career includes Emergency and Disaster planning and response, risk communication, Customer Experience, and Service design. I maintain a number of advisory roles associated with these fields.

Available For: Advising, Authoring, Consulting, Influencing, Speaking
Travels From: London
Speaking Topics: An introduction to working with, and not against, human behaviour. How to scale or automate without losing the human touch. Managing the cost and dis

Speaking Fee $4,000 (In-Person)

David Wales MSc Points
Academic 0
Author 46
Influencer 21
Speaker 28
Entrepreneur 20
Total 115

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
Minimum Project Size: $1,000+
Average Hourly Rate: $200-$300
Number of Employees: 1-10
Company Founded Date: Undisclosed
Media Experience: 15 years

Areas of Expertise

Behavioral Science
Culture 30.72
Customer Experience 31.34
Customer Loyalty 30.16
Risk Management 30.73

Industry Experience

Federal & Public Sector
Healthcare
Higher Education & Research
Professional Services

Publications & Experience

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

11 Article/Blogs
It’s ‘Quitters Day’: why organisations should support employees with their New Year resolutions.
Linkedin
January 09, 2026
Today is the charmingly named Quitters Day. It represents when, just 9 days into the New Year, many people are already struggling with, or giving up completely on, their resolutions. In fact, it is estimated that only about 8% go on to see them all the way through.

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Tags: Culture, Customer Experience, Design Thinking

Do customers exist or are we humans who buy things?
Centre for Management Consulting Excellence
March 21, 2023
The article discusses what could be one of the most important issues for companies to address, if they are to thrive in a rapidly changing world. It does so by challenging a long-held assumption about customers that no longer seems valid. One which may not be an appropriate foundation for the increasingly sophisticated methodologies and technologies which build upon it. And which, if the hypothesis is true, could increasingly distort multiple areas of current practice, with significant costs and consequences.

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Tags: Business Strategy, Customer Experience, Innovation

Future ready crisis response requires community input
The Crisis Response Journal
February 10, 2023
How can we develop future-ready approaches to crises and disasters? Emergency professionals must examine their own attitudes and policies at every level

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Tags: Customer Experience, Design Thinking, Risk Management

Supplier Experience Management in the post-Covid world
Customer Experience Magazine
July 19, 2022
An article considering both operational and human aspects of managing supply chains in the post-Covid world

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Tags: Agile, Customer Experience, Supply Chain

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: Customer Experience, Design Thinking, Business Strategy

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
Competition challenge creator and judge
Customer Experience World Games
July 04, 2022
I was invited to co-create one of three challenges for the global Customer Experience World Games. My involvement has continued as an advisor to the follow-up Ambassadors programme which further develops the ideas generated through the challenges.

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Tags: Customer Experience, Design Thinking, Risk Management

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

2 Podcasts
Developing Future-Ready Approaches to Crises and Disasters. Engaging the community in disaster preparedness
The Emergency Management Network
March 22, 2023
A Podcast interview with The Emergency Management Network - Leaders Cafe. In this session, I discussed the themes arising from an article I wrote for the Crisis Response Journal. It discusses the need to create equitable engagement with citizens and why emergency organisations need to examine their own policies and practice for obstacles such as bias and lack of trust (in citizens). This is essential for progress toward the needed levels of resilience and integration.

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Tags: Customer Experience, Design Thinking, Risk Management

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: Customer Experience, Design Thinking, Business Strategy

3 Speaking Engagements
A citizen perspective on communication in a crisis
The European Emergency Number Association
May 16, 2023
A summary of the key findings of a report that identifies key policy recommendations. The main finding was the need for a new communications ecosystem, one that is more equitable, inclusive, and accepts change as a constant state. Other recommendations seek to promote a more active contribution to disaster communication in building longer-term societal resilience.

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Tags: Customer Experience, Design Thinking, Risk Management

Responding in a crisis
CX4 Good
November 18, 2022

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Tags: Customer Experience, Innovation, Risk Management

Saving Lives Is Not Enough
Australian & New Zealand Disaster & Emergency Management Conference
July 25, 2022
Joint presentation with my co-author of the report of the same title. I outlined the role of service design and the voice of the customer and how they provide new perspectives and insights to guide strategy and operational development.

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Tags: Customer Experience, Design Thinking, Risk Management

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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5 Badges

Radar

1 Trend
Human Experience

Date : April 25, 2023

Human experience is increasingly being recognised as a more authentic and holistic way to understand all those who interact with or are impacted by organisations. It recognises that, despite the use of labels, the whole person is present in all that they do, and this has far-reaching consequences for the organisation and others.

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