I've been to Newcastle lots of time, but never stepped foot off the train. Perhaps I'll have to do so some time.
I'll admit this: The one time I was REALLY impressed by East Coast's customer service (I was in First Class) was when it was a Newcastle crew. The guard/TM and all the First Class hosts were extremely polite and efficient.
My opinions of the "north", though, are balanced out by the WORST Virgin Trains crew I've ever, EVER experienced - they were from Liverpool. I went to the loo, a member of staff was standing there and the door was open, I asked "Is it out of order?", thinking she was checking it, and she said: "No - I'm using it!" in the most blunt manner imaginable. If I was her, I would have at least said "No sir, the toilet is working - you're welcome to use it", and then gone and found another one.