It’s easy to be a bit cynical about this and think, “That’s not the way it is in my job.” If you feel that way, I challenge you to take the initiative to change your own perspective! There is no need for database specialists to wait around for someone to give them permission to start thinking about their organization’s customers and to start being a creative collaborator with others.
Give yourself permission, and very likely it will have a positive impact on your career.
It’s easy for developers and DBAs to forget that they’re in the business of providing services. If you can’t name your consumers and their interests, that opens up concerns about whether you’re satisfying their needs.