Be Customer Led

The Team

The Team

Be Customer Led brings together senior operators and advisors who have spent their careers helping companies understand customers, make better decisions, and turn customer experience into measurable business results.

Bill Staikos

Founder & Managing Partner

Bill Staikos is the Founder and Managing Partner of Be Customer Led, where he advises executives on customer experience, AI, measurement, customer technology, and operating model transformation.

Over more than 20 years, Bill has led customer and employee experience, digital transformation, analytics, and AI initiatives across financial services, technology, hospitality, and other industries. His career includes leadership roles at BNY, Medallia, Freddie Mac, JPMorgan Chase, and other global organizations.

His work focuses on helping companies move beyond traditional CX programs toward operating models that combine customer signals, behavioral data, analytics, and AI to identify what matters, decide what to do, and measure whether those actions produced results.

Bill is also the creator of AI, Not KPI, a research and advisory platform focused on the changing role of AI in customer experience, measurement, decision-making, and customer technology.

Areas of focus

  • Customer experience strategy and operating models
  • AI strategy and adoption
  • CX measurement and customer intelligence
  • CX technology strategy and rationalization
  • Executive advisory
  • Organizational transformation

Gary William Batroff

Partner

Gary Batroff is a Partner with Be Customer Led, bringing more than two decades of experience across customer experience, customer intelligence, Voice of Customer, AI, strategic partnerships, business strategy, enterprise transformation, and growth.

Gary has advised executives across technology, financial services, healthcare, telecommunications, retail, and professional services, helping organizations better understand customers, prioritize investment, build customer intelligence capabilities, and turn insight into action.

His career spans both consulting and enterprise technology. Most recently, Gary served as SVP of Enterprise Sales & Partnerships at Thematic, an AI-powered customer intelligence company, where he led global sales, partnerships, and go-to-market strategy. Previously, he led strategic alliances at Medallia, built the Americas partner ecosystem at Thunderhead prior to its acquisition by Medallia, advised enterprise clients on customer transformation at West Monroe, and founded his own consulting practice focused on customer-centric growth.

Gary has worked with organizations across North America, Europe, Africa, Asia-Pacific, and Latin America. That global experience gives him a practical perspective on how customer strategy, technology, organizational structure, and market dynamics differ across companies and regions.

At Be Customer Led, Gary works with clients on customer intelligence, AI and emerging customer technologies, strategic partnerships, enterprise transformation, and growth strategy, helping organizations connect customer understanding more directly to business decisions and outcomes.

Areas of focus

  • Customer experience and customer intelligence
  • Voice of Customer and insights strategy
  • AI and emerging customer technologies
  • Strategic partnerships and ecosystems
  • Enterprise transformation and change
  • Go-to-market and growth strategy