CX in Worcestershire starts with getting the basics right. From high street roots to regional impact, insight6 CX Director Robert Southall brings decades of hands-on retail and leadership experience to businesses across Worcestershire, Dudley and East Shropshire. His approach is rooted in trust, simplicity and the belief that when you get the fundamentals right, everything else follows.

We sat down with Robert to talk about the power of consistency, how to keep your values alive across every touchpoint, and why now is the time to take Customer Experience (CX) seriously.

Robert Southall is the CX Director for Worcestershire, Dudley, and East Shropshire, with over 25 years’ experience in retail leadership and operational management. Drawing on his background with brands like Aldi and Poundland, Robert helps businesses simplify their customer journey, improve consistency, and embed values into every client interaction – delivering insight-led improvements that drive loyalty and growth.

A Q&A with Robert Southall, CX Director at insight6

Table of contents:

• What inspired you to focus on customer experience (CX)?
• How did your early experience in the family business shape your views on service?
• What made you shift your focus to CX, and why now?
• What lessons from independent retail still influence how you work with clients today?
• What do you think most companies get wrong about CX?
• Where do you see the most significant opportunities?
• What kind of challenges are businesses facing in your region?
• What’s the first step for a business looking to improve its CX?
• What do you think businesses in your region do particularly well when it comes to CX?
• What’s your favourite part of working with local businesses as a CX Director?
• What does life look like outside of work?

What inspired you to focus on customer experience (CX)?

From a young age, growing up in a family-run independent retail business, I saw firsthand the importance of looking after your customers. My parents ran a shop in Hagley, on the edge of Worcestershire – a small village but a commuter hub for professionals working in Birmingham. With high expectations and tough competition from big-name retailers, we had to earn every customer’s loyalty.

What set us apart was doing the basics well and tailoring our service to each customer. I saw how hard my parents worked to make every interaction count, and I quickly understood the value of consistency, trust, and personal service. When we got it right, it felt fantastic. When we didn’t, we learned fast.

How did your early experience in the family business shape your views on service?

Our family business was built on strong values – hard work, trust, respect, and a positive attitude. Those values weren’t just something we believed in; they came through in everything my parents did.

We couldn’t compete with the prices of local supermarkets or larger shopping centre retailers. Instead, we focused on quality and the experience we delivered. It was about treating people as you’d want to be treated – being reliable, courteous, well-mannered, and consistently delivering on time. That’s what made customers come back.

Over time, I came to realise the most valuable asset any business can build is trust. When customers know they can rely on you to deliver, they stay loyal. That’s just as true now as it was then.

You’ve worked across some of the UK’s most recognisable retail brands. What made you shift your focus to CX, and why now?

Working across the UK and Europe for some of the biggest names in retail taught me a considerable amount, but those early lessons stuck with me.

I’m passionate about keeping those values alive: putting customers first, listening well, and delivering excellent service consistently. No matter the size, sector or budget, there’s no substitute for a fantastic customer experience. And the best part? If you do it right, it doesn’t cost; it pays.

What lessons from independent retail still influence how you work with clients today?

I bring those same principles to every client I work with across Worcestershire and beyond.

Today, it’s easier than ever for customers to switch providers—online reviews, social media, and AI have made the market more competitive than ever. The businesses that thrive are the ones that continue to invest in their customer experience. Those that don’t? They risk falling behind.

Trust, consistency, and genuine care for the customer are what make the difference—whether you’re a local shop or a national brand.

What do you think most companies get wrong about CX?

They think it’s just about frontline teams. It’s not. CX is everyone’s responsibility – from the boardroom to the back office. When a business embeds a proper service mindset across departments, things change. That’s where I see fundamental transformation – not just happy customers, but more engaged teams, too.

And let’s not forget measurement. Too often, firms don’t track what matters. With the right CX metrics, you can spot problems early and celebrate progress.

Where do you see the most significant opportunities?

There’s enormous potential in using feedback properly, not just collecting it, but analysing it, acting on it, and involving the team. Whether that’s through instant insight or bespoke reviews, the power lies in making minor improvements that add up to a big difference.

I also think businesses that empower their teams to deliver personalised service will continue to win. People want to feel seen. Personalisation isn’t just for big brands with big budgets – it’s about paying attention and caring enough to tailor the experience.

What kind of challenges are businesses facing in your region?

Worcestershire is full of passionate, ambitious business owners, but many are under pressure. With fewer people in the workforce and expectations rising, it’s harder than ever to find and retain great team members while delivering standout service.

At the same time, customer patience is getting shorter. Whether it’s a service business, retail outlet or professional firm, if people don’t feel valued or understood, they’ll go elsewhere. It’s why consistent, well-mapped customer journeys are more important than ever.

What’s the first step for a business looking to improve its CX? Where should they begin?

Start with your why. What’s the purpose behind your business? Why do you exist, and why should your customers or colleagues care?

People don’t just buy what you do – they buy why you do it.

Once you’ve revisited your purpose, take time to reflect. Speak to your team, speak to your customers. Ask how their experience aligns with your values and mission. That clarity is where real improvement begins.

What do you think businesses in your region do particularly well when it comes to CX? Are there standout traits or examples?

Businesses in this region know their product. Whether it’s craft, hospitality, education or heritage – there’s real local expertise here. Some of my personal favourites include:

• Wye Valley Brewery – an award-winning local brewery known for quality and community.
• RGS Worcester – the highest achieving independent school in the Midlands.
• Stanbrook Abbey Hotel – where exceptional hospitality meets heritage.
• Severn Valley Railway – a brilliant customer experience steeped in nostalgia.
• The Shropshire Distillery – a great example of boutique CX done right.

The common trait across all of them? They pride themselves on what they do and are committed to delivering real value to their customers.

What’s your favourite part of working with local businesses as a CX Director?

What drives you in this role?

Giving something back to the community that shaped me. These are the businesses I grew up with – and the same community where I’m now raising my own family.

If I can help even one business recognise the importance of delivering a genuine, local customer experience—something that builds trust and long-term loyalty – then I’ve done my job. Local, loyal customers are the lifeblood of every business.

Finally, when you’re not helping businesses improve their CX, what does life look like outside of work?

Any hobbies or family moments that keep you energised?

Family time is everything to me. My two children, Olivia and Joshua, are both passionate athletes, competing in a range of sports for school, clubs and even at the national level.

So, most weekends you’ll find me and my wife on the sidelines – cheering them on and soaking up every moment.

Want to improve your CX in Worcestershire or beyond?

Connect with Robert and discover how your business can benefit from improved CX in Worcestershire, Dudley, Shropshire or beyond! Visit Robert’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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