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Customer Success Talks
Driving Business Growth as a Strategic Advisor with Anika Zubair
Feb 26, 2025
Anika Zubair, Head of Customer Success at Griffin and host of the Customer Success Pro Podcast, shares her 13 years of experience in B2B SaaS. She discusses the crucial role of strategic advisors in Customer Success, emphasizing the need to move beyond product knowledge to create real business impact. Anika highlights the importance of asking the right questions to unlock growth and nurturing meaningful relationships that align with customer goals. She also provides insights on shifting from reactive support to proactive value creation for long-term success.
39:17
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Quick takeaways
- Transitioning from product expertise to strategic advisory involves understanding and addressing the unique business challenges faced by customers.
- Proactively asking insightful questions is essential for customer success managers to effectively diagnose issues and deliver targeted business solutions.
Deep dives
Transitioning to Strategic Advisor
Becoming a strategic advisor in customer success goes beyond understanding a product; it requires comprehending how that product can contribute to a customer's business growth. Many customer success managers (CSMs) tend to focus primarily on product features and functionalities, often neglecting the larger conversation about the customer's unique business challenges and goals. The key to being strategic involves asking probing questions to understand how a customer's business operations can be enhanced. This holistic approach allows CSMs to position themselves not merely as product experts, but as valuable partners invested in their customers’ success.
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Discover
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Listen to the best highlights from the podcasts you love and dive into the full episode