Customer Success Talks Driving Business Growth as a Strategic Advisor with Anika Zubair
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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.
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Focus on Business Outcomes
- Understand how your product drives business growth for customers, not just features.
- Focus on customer's desired outcomes: saving time, money, or increasing revenue.
Why Customers Buy
- Customers buy products to solve business problems, not for specific features.
- CSMs must connect product usage to these overarching business goals.
Strategic Outcomes vs. Tasks
- Differentiate between strategic outcomes (big goals) and tasks (smaller steps).
- Remind customers of their strategic outcomes to maintain focus and demonstrate value.