In conversation with insight6

With expectations rising and AI shaking up the professional services landscape, insight6 is on a mission to keep the human experience front and centre.

At the forefront of that mission in the South West is Rhian Huxtable CCXP, a Certified Customer Experience Professional and Director of insight6 Devon, Cornwall and Somerset. Rhian is one of just a handful of accredited CX specialists in the UK and has been working with law firms across the region to help them embed a culture of continuous improvement.

“We work with professional services firms to help them understand what their customers really love about them – and where the opportunities for growth lie,” Rhian explains. “It’s about using great insight to help clients stop wasting time and energy on things that customers don’t value.”

With more than 25 years’ experience in customer engagement, Rhian brings a mix of strategic thinking and hands-on insight. Under his direction, insight6 has developed long-term partnerships with professional firms, charities and SMEs across the South West. The business supports more than 250 law firms weekly, and over 700 annually across the UK.

For Rhian and the team, sponsoring the Client Experience Award at the DASLS Legal Awards isn’t just a branding exercise – it’s a natural fit. Now in their third year supporting the event, insight6 has also partnered with DASLS to deliver training, workshops, and a new initiative: the Championing Client Experience Excellence programme.

“Client experience is what we do, and what we’re known for,” Rhian says. “We wanted our sponsorship to reflect that.”

So what defines exceptional client experience in legal services?

“It comes down to three things,” he says. “Firms that anticipate rather than react. Firms that innovate. And firms that exceed expectations – the ones who surprise and delight. We always say, don’t transact with your client. Interact.”

He adds that while many law firms still focus heavily on price, that mindset is shifting fast. “The competition isn’t just about price anymore – it’s about experience. And increasingly, firms are starting to take that seriously.”

One of the biggest recent shifts, he says, is the growing role of AI in client experience – not to replace human advisors, but to streamline routine processes and help firms better understand customer feedback.

“AI won’t take over – not in this sector,” Rhian says. “People turn to legal professionals for expertise and trust. But AI can help analyse qualitative data and speed up admin tasks, freeing up more time for meaningful one-to-one interaction.”

He shares an example of a recent success story: a law firm that improved its retention rate by 12% after insight6 helped them identify gaps between the promises they made and how clients actually felt. “Small changes – like clearer communication and better expectation management – had a big impact.”

The key, he says, is turning those improvements into lasting cultural change. Through the insight6 transformation model, Rhian’s team takes clients through a continuous cycle of feedback, action and re-measurement – building resilience and trust along the way.

With a passion for client-centred change and deep roots in the South West business community, Rhian continues to help firms thrive – not just meet expectations, but exceed them.