When it comes to delivering standout CX in the North East, few understand the landscape better than Mac Eddy. With a career spanning national retail, telecoms, and furniture brands, Mac has returned to insight6 with renewed purpose, helping businesses across the North East build stronger customer connections and boost long-term loyalty.

In this Q&A, Mac shares what drives his passion for CX, how the region’s culture shapes customer expectations, and why now is the moment for businesses to get serious about customer experience.

Mac Eddy is the CX Director for the North East, with over 25 years’ experience in retail, telecoms, and customer service leadership. Committed to improving CX in the North East, Mac helps businesses turn everyday interactions into standout experiences, boosting loyalty, performance, and long-term growth through insight-led action.

A Q&A with Mac Eddy, CX Director at insight6

Table of contents:

• What brought you back to insight6 and CX in the North East?
• What keeps you passionate about CX?
• What’s changed in the world of CX since you were last in the role?
• What makes CX in the North East unique?
• What’s one lesson from your time away you’re bringing back into your work?
• What’s the biggest opportunity for CX in the North East right now?
• How can insight6 help turn insight into action?
• What advice do you have for businesses that want to improve consistency?
• Where is CX heading, and how can the North East stay ahead?
• Tell us something unexpected about you.

What brought you back to insight6 and CX in the North East?

After years working in senior roles across retail sectors, from luxury jewellery to telecoms, I’ve seen how customer experience can make or break a brand. Customers often choose a business not just for price or product, but because of how they’re treated.

CX in the North East holds a special significance for me. It’s where I live and work, and where I’ve seen firsthand how excellent service builds loyalty. Coming back to insight6 felt natural because improving CX is at the core of everything I do.

What keeps you passionate about CX?

What keeps me hooked is the moment you see a business start to thrive because it has focused on its customers. Whether it’s a law firm, a farm shop, or a visitor attraction, every business can improve by taking CX seriously.

What’s powerful about CX in the North East is that businesses here already care deeply about their service. With the right tools and insight, they can turn that passion into measurable results.

What’s changed in the world of CX since you were last in the role?

There’s been a significant shift. Before the COVID-19 pandemic, many firms focused solely on sales or profit. Now, CX is no longer optional; it’s a core strategy for sustainable growth. Businesses investing in CX in the North East (and beyond) are seeing it pay off in customer retention, referrals, and reputation.

What makes CX in the North East unique?

The North East is one of the UK’s friendliest regions. People are hardworking, honest, and eager to help, which means expectations for service are high. The desire to deliver excellent experiences is already there. Where businesses sometimes need help is in using data to understand what works and what doesn’t. That’s where insight6 can make a real difference.

What’s one lesson from your time away you’re bringing back into your work?

Put your people and your customers first. Businesses that do this see better retention, fewer complaints, and a stronger bottom line. It’s not just a CX philosophy, it’s a business strategy.

What’s the biggest opportunity for CX in the North East right now?

The opportunity is right in front of us. Businesses know they should be investing in customer experience, but some still hold back, worrying about what they’ll uncover. But once you start listening to your customers, you’re no longer guessing. You’re acting on fact, and that unlocks growth.

How can insight6 help turn insight into action?

Two powerful tools, mystery shopping and instant insight, allow us to capture what’s happening and how customers feel. Then, using journey mapping and tailored training, we help businesses take that data and use it to improve processes, boost morale, and deliver results. It’s how we drive better CX in the North East every day.

What advice do you have for businesses that want to improve consistency?

Map the journey. Start by understanding every customer touchpoint, where things go well and where they break down. Whether it’s a clunky website, a missed follow-up, or poor first impressions, we help businesses fix friction and build loyalty.

Where is CX heading, and how can the North East stay ahead?

CX is already a defining factor for success. If you’re not investing in it, your competitors are. The future of CX in the North East is about action, developing clear strategies, setting goals, and holding yourself accountable to them. And insight6 is here to support that journey.

Tell us something unexpected about you.

I’ve always been competitive. I used to channel that into sport, and now I channel it into helping my clients win at CX. Seeing a business improve its reviews, loyalty, and profits because of something we’ve worked on together? That’s what keeps me inspired.

Want to improve your CX in the North East?

Connect with Mac and discover how your business can benefit from improved customer experience in the North East. Visit Mac’s profile or drop him a message on LinkedIn.

At insight6, we work with over 1,200 businesses, offering tailored solutions to transform CX from end to end. To connect with your local CX Specialist, call +44 (0)800 970 8987 or visit www.insight6.com

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