David Wales
Founder
David has the distinction of introducing CX to the Fire and Rescue Service and was its first CX Manager. This resulted from his innovative and award-winning research of human motivations and behaviour, which continues to be influential on UK and International thinking and practice.
An established author, presenter, and innovator, David advocates the need to work from a human first perspective, embracing complexity and uncertainty. He combines international humanitarian roles with CX where he focuses on professional and regulated sectors.