Jamie Cleghorn to Lead Bain's AI-Driven Customer Practice as New Global Head
Bain & Company has named Jamie Cleghorn as the new Global Head of its Customer practice. He takes over from Darci Darnell, who led the division for the past seven years. The firm's Customer Practice has grown from pioneering the Net Promoter Score® system in the early 2000s to today's AI-driven reinvention of customer and commercial strategies.
Cleghorn brings extensive experience in customer-centric growth and commercial transformation. He played a key role in developing Bain's Commercial Excellence Solution, a market-leading approach. He also co-authored the B2B Elements of Value framework, which helps businesses drive repeatable growth.
The Customer Practice now focuses on embedding AI into operating models to maximise customer value. Its tools, such as the Sales Play System, support integrated growth across branding, marketing, sales, pricing, and customer experience. Cleghorn's leadership will aim to accelerate value creation for clients through these transformations.
In his new role, Cleghorn will strengthen relationships with C-suite executives. He will also advance Bain's growth solutions and expand the firm's AI and digital capabilities.
The appointment follows Bain's long-term evolution in customer strategy, from early loyalty metrics to AI-powered commercial models. Cleghorn's leadership will guide the practice as it continues to refine tools and approaches for client success. His focus remains on scaling digital innovation and driving measurable growth outcomes.
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