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Rebecca Wilson is a seasoned behavioural scientist and customer experience specialist with expertise in crafting treatments to influence customer behaviours. She has worked with various organisations, including SmartMeasures, Heriot-Watt University, Purposefully Human, and Forrester, to develop and implement customer-centric strategies. Rebecca holds a Mini MBA in Brand Management and a Business degree from Griffith University.

Credentials

  • Human- Centred Systems Thinking
    IDEO U
    May, 2022
    - Apr, 2026
  • Behavioural Economics
    Ogilvy Consulting UK
    Jan, 2022
    - Apr, 2026
  • Behavioural Science for Brands
    The LIONS School
    Jan, 2022
    - Apr, 2026
  • edX Verified Certificate for Behavioural Economics in Action
    edX
    Nov, 2020
    - Apr, 2026
  • Designing Strategy
    IDEO U
    Nov, 2019
    - Apr, 2026
  • Forrester Certified CX Pro (CX-I)
    Forrester
    Nov, 2018
    - Apr, 2026
  • Designing for Change
    IDEO U
    Sep, 2018
    - Apr, 2026
  • CXPA Professional Member
    Customer Experience Professionals Association (CXPA)
    Jan, 2014
    - Apr, 2026
  • Certified Customer Experience Professional
    Customer Experience Professionals Association (CXPA)
    Jun, 2019
    - Apr, 2026
  • Cert IV Training & Assessment
    -
  • Customer Experience Management Certification, Medallia Institute 2014
    -

Experience

  • SmartMeasures
    • Edinburgh, Scotland, United Kingdom
    • Behavioural CX Specialist
      • Nov 2022 - Present
      • Edinburgh, Scotland, United Kingdom

      SmartMeasures is an AI/Behavioural Science start-up based in Melbourne. I am the Behavioural Scientist part of the equation, crafting treatments aimed at influencing customer behaviours.The team at SmartMeasures genuinely cares about how large organisations treat their customers, and the good news is that all large organisations have a ton of existing data that identifies when a customer needs help.Our AI-driven solutions are revolutionary. They utilise cutting-edge technology to predict customer behaviours and employ the 'nudge' theory to shift those behaviours toward desired outcomes. Whether preventing churn or encouraging prompt bill payments, our platform proactively nudges customers in the right direction.Unlike traditional approaches, our solution operates continuously, constantly learning and adapting to deliver results far exceeding the investment. We're committed to ensuring our clients reap the benefits, so we provide expert oversight and deliver comprehensive weekly reports on activity and savings.At SmartMeasures, we're not just handing over the keys and crossing our fingers for success. We're actively partnering with our clients to achieve their desired outcomes, ushering in a new era of proactive and effective customer engagement.

  • Heriot-Watt University
    • Edinburgh, Scotland, United Kingdom
    • Masters Student - Business Psychology
      • Sep 2023 - Present
      • Edinburgh, Scotland, United Kingdom

      The MSc Business Psychology aims to provide an in-depth understanding of the psychological mechanisms that drive positive behaviours and performances in the workplace.

  • Purposefully Human
    • United Kingdom
    • Strategic Advisor
      • Jan 2024 - Present
      • United Kingdom

      Purposefully Human exists to promote the benefits of creating organisations that work with and celebrate what it means to be human globally. We provide Advocacy, Support, Resources, and a Community space. My current role is as a strategic advisor to the founder as we navigate the early stages of this exciting venture

    • Founder & Chief Strategist
      • Feb 2019 - Present

      We work to inspire, enable and support business leaders to achieve commercial goals through partnerships based on trust, continuous growth, learning and a unique approach to ecosystem thinking.

    • Webinar content producer and facilitator
      • Feb 2022 - Dec 2023
      • Australia

  • Brisbane City Council
    • Brisbane, Queensland, Australia
    • Organisational and People Development
      • Dec 2022 - Jun 2023
      • Brisbane, Queensland, Australia

    • Organisational and People Development
      • Feb 2022 - May 2022

      A strategic partner in a short term contract to set the business up to develop and execute key organisational and people strategies, helping to bring the company's vision to life.

    • Head of Human Experience
      • May 2019 - Feb 2022

      Sprout is a team of expert, curious minds and deep, real-world expertise in Customer Experience, Design and Research. In an era when we are continually needing to prove the value of a focus on Customers, we work with business leaders in Australia and New Zealand who need to understand their ecosystem and unlock the potential within it.

  • Forrester
    • Sydney, Australia
    • Senior Advisor - Customer Experience Council
      • Nov 2016 - Feb 2019
      • Sydney, Australia

      Based in Sydney and serving members across the Asia-Pacific region, my role involved working with CX leaders, helping them to drive their customer experience transformation efforts. Through facilitation of best-practice sharing among a community of CX practitioners and Forrester analysts, my clients were armed with insights on various aspects of CX management, including vision and strategy development, voice of customer analytics and measurement.

  • Ergon Energy Retail
    • Brisbane, Australia
    • Customer Experience Manager
      • Mar 2015 - Nov 2016
      • Brisbane, Australia

      Working with the Retail business at a time of volatility and change in the energy industry is providing excellent opportunity to work with the Executive team to adopt customer centric philosophies. My team is responsible for the development and implementation of customer insight research, digital engagement strategies and channel optimisation. We work closely with the Product and Business Development teams as well as Front Line Operations as we move the business towards a new era of renewable energy.

  • Auto & General Services
    • Brisbane, Australia
    • Customer Experience Manager
      • Nov 2012 - Mar 2015
      • Brisbane, Australia

      A passionate advocate for the customer and the employee, I was the key influencer in shifting the Auto & General business towards customer centricity, developing balanced and achievable actions and future strategies. My achievements were provided with external validation with recognition as an ABA100 Winner for Service Excellence at The Australian Business Awards 2014. The award recognises organisations that have achieved outstanding results through initiatives that demonstrate leadership and commitment to service excellence.

  • Auscontact Association
    • Brisbane, Australia
    • Various roles including Chapter Chair (2010-11), Professional Development & Secretary
      • Feb 2004 - Feb 2015
      • Brisbane, Australia

      Volunteer positions on local chapter of Auscontact (formally the ATA), the association that is the united voice for the contact centre industry in Australia, connecting people, industries and organisations, locally and globally, to deliver excellence in customer contact experience.

    • Training Manager, Call Centre Operations
      • Feb 2009 - Oct 2012

      Responsible for all facets of learning & development for contact centre of 350 staff, including induction, on-going skills based development and leadership development based on a leadership pipeline model.

    • Australia
    • Consumer Services
    • 700 & Above Employee
    • National Skilling Coordinator, Contact Centre Channel
      • Nov 2006 - Dec 2008

      Responsible for national training strategy and customer experience research for 6 call centres

    • Training & Recruitment Coordinator
      • Apr 2002 - Nov 2006

      Responsible for recruitment and training activites for 150 seat call centre. Wrote position descriptions, developed recruitment and training strategy and created a leadership development program.

Education

  • 2021 - 2021
    Marketing Week Mini MBA with Mark Ritson
    Mini MBA, Brand Management
  • 1986 - 1988
    Griffith University
    Business, Personal, Marketing, Law
  • 1976 - 1985
    St Hildas School, Southport

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Industry Focus. “Information Technology & Services”

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