CX in Liverpool is getting a fresh perspective with Andy Gorman. With a background in legal services, hospitality, and marketing, Andy brings a unique energy to the world of customer experience. As our new CX Director for Liverpool, he’s on a mission to help businesses across Merseyside stand out by focusing on what matters most, how customers feel.

We sat down with Andy to explore his journey so far, his passion for CX, and his advice for businesses looking to turn excellent service into long-term loyalty.

Andy Gorman is the CX Director for Liverpool, bringing 28 years of experience across hospitality, legal services, and marketing. Passionate about helping local businesses enhance customer journeys, Andy combines strategic insight with practical tools to drive meaningful change, transforming customer feedback into loyalty, growth, and stronger team performance.

A Q&A with Andy Gorman, CX Director at insight6

Table of contents:

• What brought you to insight6 and the world of CX?
• How do you see CX driving brand success?
• What’s the most overlooked aspect of delivering great CX?
• What CX metrics do you think matter most?
• How can insight6 help businesses turn feedback into action?
• What excites you about supporting companies in Liverpool?
• What would you say to businesses struggling to retain customers?
• What’s one CX mistake you see too often?
• Where do you see CX heading next?
• Why is now the time to prioritise CX?
• Finally, what’s one thing people might not expect about you?

What brought you to insight6 and the world of CX?

It is the perfect fit for me. Every success I’ve had, whether in law or hospitality, has come from delivering excellent service. And when things haven’t gone so well? Nine times out of ten, it was because service fell short.

Customer experience is at the heart of everything I do, so insight6 was a natural next step.

How do you see CX driving brand success?

I like to use the can of Coke analogy. When you open one, you expect a fizz, a sweet taste, and a cold can in your hand. If any of those are missing, the experience falls short. The brand sets the expectation. Marketing invites the customer in. CX makes sure the promise is delivered.

If you’re not measuring customer satisfaction, you can’t ensure consistency. That’s where CX earns its place; it’s what keeps people coming back.

What’s the most overlooked aspect of delivering great CX?

Honestly? Listening to what the customer wants. CX is the emotional connection between the customer, the brand and the product. Too often, businesses assume they know what customers care about. But real insight comes from asking the right questions and acting on the answers.

What CX metrics do you think matter most?

Two key CX metrics stand out: how customers feel about their experience, and the Net Promoter Score (NPS). We’re emotional buyers, whether we realise it or not. That’s why it matters how people feel after every interaction. NPS helps identify your true fans and gives you a chance to turn satisfied customers into advocates.

How can insight6 help businesses turn feedback into action?

It all starts with asking the right questions. At insight6, we know how to uncover the truth of what matters most to your customers. The relationship-focused questions that often seem small are actually what build trust and long-term loyalty. And once we have the insight, we help businesses apply it, whether that’s improving a process, coaching a team, or refining strategy.

What excites you about supporting companies in Liverpool?

I’m proud to call Merseyside home. I want to help businesses here succeed, and not just succeed, but enjoy the process along the way.

There’s enough opportunity for everyone. If we can help customers have a better time buying or getting service, they’ll come back and bring others with them.

What would you say to businesses struggling to retain customers?

Retention is more cost-effective than acquisition, full stop. The secret lies in getting closer to your customers, understanding their needs, and involving them in your decision-making process. When customers feel heard, they stay loyal. And that loyalty becomes your most significant differentiator.

What’s one CX mistake you see too often?

Making decisions at the C-suite level without involving the customer. Businesses will base major choices on operations, finance, or logistics, but often overlook how those decisions affect the person making the purchase.

Turn the pyramid upside down. Start with the customer.

Where do you see CX heading next?

Artificial Intelligence (AI) is everywhere, and it’s brilliant for efficiency. But while we’re adding AI, we should double down on CX. Automation helps with scale, but CX keeps things human. It’s how we make interactions meaningful and memorable.

Why is now the time to prioritise CX?

Businesses across all sectors are feeling the squeeze; rising costs, staffing shortages, and increasingly demanding customers are putting pressure on even the most established brands. But within those challenges lies an opportunity. Right now, customer experience is one of the few true differentiators. People are more likely to stay loyal to businesses that listen, adapt, and consistently deliver. By focusing on CX, companies can build stronger relationships, create advocates, and grow sustainably, even in uncertain times.

Finally, what’s one thing people might not expect about you?

I’ll always be honest about whether a business is ready for CX transformation. Sometimes, the best thing I can do is say, “Let’s wait until you’re ready to commit.” It’s about doing the job properly, not just ticking a box.

Want to improve your CX in Liverpool?

Andy is ready to help businesses across Liverpool and Merseyside take their customer experience to the next level. Whether you’re a law firm, a Hotel, or a high-street retailer, understanding your customer journey is the first step to standing out. Connect with Andy via 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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