Digital Business Analyst - Websites & CRM Systems

Role Overview

As a Digital Business Analyst for Websites & CRM Systems, you will serve as the critical bridge between business stakeholders and technical teams, ensuring that digital transformation initiatives deliver maximum value and meet user needs. You will be responsible for conducting comprehensive business analysis, requirements gathering, and solution design for the organisation's website modernisation and CRM transformation projects. Working closely with product managers and project managers, you will translate complex business requirements into clear technical specifications whilst ensuring alignment with organisational objectives and user experience goals.

Your primary focus will be analysing current state processes, identifying improvement opportunities, and designing future state solutions for AI-powered CRM systems, knowledge management platforms, and internet-facing applications serving parents, educators, and internal staff.

Key Responsibilities

Business Requirements Analysis Conduct comprehensive analysis of current business processes related to customer service operations, knowledge management, and parent-facing services. Engage with stakeholders across headquarters and schools to gather detailed functional and non-functional requirements. Document business rules, workflows, and integration requirements for CRM and website transformation initiatives.

Process Mapping and Optimisation Create detailed current state and future state process maps for customer service workflows, knowledge sharing procedures, and online application processes. Identify inefficiencies, bottlenecks, and improvement opportunities in existing systems and processes. Design optimised workflows that leverage AI capabilities and self-service functionalities.

CRM System Analysis and Design Analyse existing bespoke CRM system capabilities and limitations, documenting gaps and improvement opportunities. Define requirements for AI-powered customer service features, including call agent functionality, intelligent routing, and escalation protocols. Collaborate with technical teams to design integration points between CRM systems and other MOE applications.

Website and Knowledge Management Requirements Gather and document requirements for internet-facing applications, including mother tongue language appeals platforms and knowledge management systems. Define user stories, acceptance criteria, and functional specifications for self-service capabilities. Analyse information architecture requirements and design intuitive user journeys for parents and educators.

Data Analysis and Insights Conduct data analysis to identify trends, patterns, and opportunities for improvement in customer service metrics and website usage. Define key performance indicators and success metrics for new systems. Analyse user behaviour data to inform design decisions and optimisation strategies.

Solution Design and Documentation Create comprehensive business requirements documents, functional specifications, and user acceptance criteria. Develop wireframes, mockups, and process flows to communicate solution designs to technical teams. Maintain traceability matrices linking business requirements to technical specifications and test cases.

Testing and Quality Assurance Develop comprehensive test scenarios and user acceptance testing plans. Coordinate testing activities with business users and technical teams. Validate that delivered solutions meet business requirements and provide expected value to users.

Stakeholder Engagement and Training Facilitate workshops, interviews, and focus groups with business stakeholders to gather requirements and validate solutions. Support change management activities by documenting process changes and training materials. Assist in user training and system adoption initiatives.

Essential Requirements

• Minimum 4 years of business analysis experience with focus on digital transformation and system modernisation projects
• Proven experience analysing CRM systems and customer service processes, preferably in government or public sector environments
• Strong knowledge of business analysis methodologies including requirements gathering, process mapping, and solution design
• Experience with website development projects and internet-facing application analysis
• Demonstrated expertise in data analysis and performance metrics definition
• Understanding of AI and automation technologies in business process contexts
• Knowledge of government data governance, security requirements, and compliance frameworks
• Experience with user experience design principles and customer journey mapping
• Excellent analytical and problem-solving skills with attention to detail
• Outstanding communication and facilitation skills with ability to work with diverse stakeholder groups
• Proficiency with business analysis tools, documentation standards, and requirements management

Preferred Qualifications

• Experience with leading CRM platforms such as Salesforce, Microsoft Dynamics, or ServiceNow
• Background in knowledge management system analysis and information architecture
• Understanding of Singapore Government Tech Stack components and integration patterns
• Experience with AI-powered customer service solutions and chatbot implementations
• Knowledge of contact centre operations and customer service metrics
• Certification in business analysis (CBAP, CCBA, or equivalent)

Key Competencies

• Analytical thinking with strong problem-solving and critical reasoning abilities
• Customer-centric mindset with deep understanding of user experience principles
• Systems thinking approach to complex business process analysis
• Strong facilitation and stakeholder management skills
• Adaptability and learning agility in rapidly evolving technology environments
• Attention to detail with commitment to quality and accuracy in documentation
• Collaborative approach with ability to work effectively across technical and business teams