In this episode of Christopher Brooks' Customer Experience Superheroes we meet the superhero David Wales. David spent many years working as a firefighter and training officer, before being appointed as the first customer experience manager in the fire service. Now running his own consultancy practice Shared Aim, David shares his ideals and experiences on the importance of enabling all to review outcomes and situations from the customer's perspective. David explains how important it is to ensure all voices are heard and not just the customers, if you want to have integrated and collaborative engagement.Referencing the incredible studies he has completed in the fire service of the human impact of a crisis, David's brings to life the parallels with business to help us understand how you can ensure the customer is central to the discussion, even in the most hostile of environments.