In the first episode of the Success Revenue Podcast, hosts Haydar Al-Saad and Ivy Forero speak with Ashraf Mraybeh, a veteran of the customer success industry with more than 20 years of experience across the Middle East. Ashraf is also the founder of Successfully, the region’s first Arabic-language customer success consultancy.
The conversation focuses on the evolution of customer success in the Middle East, and how the region—particularly Saudi Arabia—is beginning to prioritize CS as a key growth and retention function in both SaaS and traditional industries.
Ashraf highlights that while awareness around customer success is growing, there’s still a gap in understanding how to implement it effectively. He explains why starting early with a customer success strategy—even at the MVP stage—can significantly improve long-term results.
The episode also touches on the role of AI in the future of customer success. Ashraf shares his belief that AI will augment rather than replace CS teams, helping them become more proactive, more strategic, and more focused on value delivery.
Throughout the discussion, several important themes emerge:
- CS is increasingly seen as a revenue-driving function, not just support.
- A commercial mindset is crucial for CS professionals, especially in SaaS.
- Data and technology are key enablers in transitioning from reactive to proactive CS.
- Building trust with customers early is foundational to long-term success.
Ashraf also discusses the unique challenges and opportunities of building CS strategies in the Middle East, particularly in markets where digital transformation is accelerating but still relatively new.
This episode is a useful resource for anyone looking to understand the customer success landscape in emerging markets and the role that AI and strategic thinking will play in its future development.
🎧 Listen to the full episode here