Bain & Company appoints Jamie Cleghorn to lead AI-driven customer growth

Bain & Company has named Jamie Cleghorn as the new Global Head of its Customer practice. The appointment follows seven years of leadership by Darci Darnell, who advanced the firm's focus on customer-driven growth strategies. Cleghorn steps into the role with a strong background in commercial transformation and customer-centric solutions.

Cleghorn brings extensive experience in shaping customer-led growth initiatives. He played a key part in developing Bain's Commercial Excellence Solution, a market-leading approach for businesses. His work also includes co-authoring the B2B Elements of Value framework, which helps companies refine their customer strategies.

Under his leadership, the Customer practice will focus on embedding AI into client operations. The team will scale digital tools and build modern front-office systems that integrate branding, sales, pricing, and customer experience. These efforts aim to create a unified, technology-driven approach to growth.

The practice itself has evolved significantly since its early days. Originally known for pioneering the Net Promoter Score® system in the 2000s, it now specialises in AI-powered reinvention of customer and commercial models. Cleghorn's appointment reinforces Bain's commitment to helping businesses transform through data-driven, customer-first strategies.

Cleghorn's new role will involve deepening relationships with senior executives and expanding Bain's growth solutions. His leadership will also prioritise scaling AI and digital capabilities across client organisations. The move marks a continued push to align customer experience with cutting-edge technology.