(Arena Hall) The Role of the BA in the Age of Experience / Raluca Piteiu-Apostol

We live in a world of information overload, a world where the most valuable asset people are fighting for is our attention. Marketers are struggling to get it by all means. Everyone is looking for solutions for whatever problem the users might or might not have. It is time to take a step back and consider what the real problems are we are trying to solve and if the people even want them solved.

If we want to remain competitive, we need to deliver value for each and every customer and for that, a change needs to happen. But how do you manage this in a world resistant to change? How can the BA help with making that change happen and what are the tools that can support us on our path of doing so?

Key take aways:

  • The current state of customer experience
  • How can the BA contribute to foster change and shift the focus not only to value-driven, but also customer-driven initiatives?
  • What are the tools which can support the BA