The digital transformation age has brought with it new ways of operation for businesses. Unlike in the traditional era where the focus was on internal business operations and stakeholders, the digital era focuses heavily on client needs, client value, and client experience. In other words, the external of the business. Several technologies have emerged and become key aspects or to some extent synonymous with the digital transformation such as artificial intelligence (AI), business process automation (BPA), machine learning, cloud computing, internet of things (IoT), and big data. Therefore, when it is said that digital transformation has brought with it new ways of operation, it is these technologies that have led to the transformation of business models.
Using the latest business analysis models, businesses adapt themselves to disruptions caused by emerging technologies and meet customers’ rapidly changing expectations. Today, a new role has emerged that futuristic enterprises are incorporating into their businesses; the digital BA role. The digital business analyst plays an essential role in implementing digital transformation strategies. However, it is important to note that the business analyst role still exists widely and is different from that of the digital business analyst.
The context of Digital Transformation
The fact is, enterprises have to transform their business models and adapt to digital change sooner than later. Organizations such as Amazon, Uber, Alibaba, Netflix, and Airbnb have set the pace and adapted business models that were unheard of before to deliver value to their clients. This transformation can be summed up into three fundamental observations:
- Business models have changed. Current business models rely on technology to deliver new forms of value to their customers.
- Technology is at the center of operational processes. Technology is no longer merely an enabler but the core driver of business processes. Before, businesses could make-do without technology and somehow still pull through. Today, however, technology is ingrained in business structures not just to streamline operations but also to lower operation costs.
- The customer is the king. Customer experience, in the era of digital transformation, is as crucial as the very life of the enterprise. In this era, the customer has far too many choices and is more empowered than ever. This way, it makes sense to employ technology to enhance the way the business interacts with its customers. It is an era where self-service, 24-hour support, and customized products, services, and processes are the norm.
Evolving the Role of the business analyst into Digital Transformation
With the advent of digital transformation, BAs are faced with the challenge of employing the appropriate mix of digital tools and technologies not just to deliver value to customers but also to grow the profitability of the business.
The role of BAs is to guide the businesses to enhance the efficiency and value of its processes, services, products, as well as both software and hardware. Using data analysis, they will determine requirements and make appropriate data-driven recommendations to business stakeholders. They have often been referred to as agents of change, bridging the gap between IT and the business and guiding the implementation of their recommendations if approved by the business owners.
However, this role is now evolving. Apart from rising up to the strategic and decision-making levels, BAs are steering digital transformation initiatives. As such, enterprises are warming up to the specific role of the digital BA in the business and going as far as distinguishing it from that of the business analyst. This is because digital tools have become critical to business operations as they determine the interaction between the business and its customers. For instance, the incorporation of social media and mobile apps to a business’ customer service systems as channels of interaction has greatly revolutionized customer experience. As such, a digital BA should stay ahead of the evolving technology.
Also Read: Improve business efficiency with these areas of improvement
Digital Business Analyst Skills
As organizations work out their digital roadmaps, the digital BA is expected to possess or at least plan on acquiring some specific competencies.
Technical Skills
- Knowledge of agile development methodologies
- Understanding of DevOps culture
- Deep understanding of digital technology
- In-Depth business knowledge, familiarity with customer-centric business models
- Design thinking
- Data capture, analysis, and strategy
- Cloud computing
- Infrastructure (intelligent) automation
- Vast domain knowledge
- Social media strategy and online advertising
- SEM (PPC and SEO)
- Web development
Interpersonal Skills
- Strong communication (spoken and written) and presentation skills
- Attention to detail
- Team orientation
- Conflict management and problem-solving skills
The Digital Business Analyst
A successful digital BA is one that guides the organization through digital transformation with the objective of delivering both business and customer value. He/she is responsible for developing a holistic transformation strategy from legacy processes, that focuses on the people (internal and external), processes, and technology.
Just like BAs, digital business analysts work in various fields including finance, healthcare, technology, retail, logistics, and others. This explains why ‘vast domain knowledge’ is a valuable skill in their toolset. In case you are interested or planning to become a digital business analyst, you can do so by taking up a business analyst certification course that will help you develop those important skills required to become a successful BA.
Role of the Digital Business Analyst
The first most important role that a digital business analyst is charged with is confirming the need for change from legacy tools and processes, providing the vision, and designing a digital strategy roadmap and the scope of this change to the business stakeholders. Beyond the overall responsibility, the digital BA is also charged with the following roles.
- Gather relevant data needed to evaluate and make data-driven recommendations about steps that the company can take and the tools it can use to make company information accessible online while also interacting and providing services to clients online.
- Anticipate customer needs and expectations and make recommendations about products or features that the company should consider developing to enhance the positive customer experience.
- Explore emerging technologies like artificial intelligence, machine learning, and robotic process automation (RPA) and understand trends to determine requirements particularly for the automation of the digital platform.
- Develop operating standards, guidelines, and procedures for the digital transformation initiative.
- In some cases, the digital BA works together with product owners to develop Agile stories that are used to develop complete software or software features that fit the end-user requirements. For instance, developing an app on the company’s website through which clients interact with the company.
- Keep a tab of social media tools to explore new platforms to enhance online visibility and engagements with the company’s clients.
- Together with product owners, monitor, evaluate, and improve processes to keep the customer experience at its best. They will explore the customer journey to pick out opportunities for bettering user experience.
- Develop requirements along with documents and reports to facilitate the transition from legacy into digitized tools and platforms.
- Track third-party/vendor integration elements of business requirements and liaise with them to ensure that the requirements are effectively implemented.
Conclusion
Traditional business analysis is gradually losing ground in the digital era. Digital technology has grown to become core to business operations so that business analysts will be better positioned in the industry by evolving their competencies to capture the new reality. It is not enough to have vast domain knowledge. Having a working knowledge of emerging technologies and the ability to drive customer experience initiatives positions a digital BA to better handle his/her roles.
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