Posts about:
Forj has acquired Mobilize, a community engagement technology provider, to expand its Member Experience Platform for associations and professional networks. Building upon its recent merger with Web Courseworks, this investment accelerates Forj’s innovation to reimagine community-driven learning.
Just as companies have used personas to better connect with and engage customers, associations are uncovering opportunities to model experiences around their members. Member personas are helping professional organizations gain insights into the specific traits and characteristics that influence members' wants, needs, and decision-making.
The first customer personas were introduced in the 1980s by Alan Cooper, a pioneering software developer. Frustrated by the lack of knowledge software developers had about their users, he created personas to help them better understand them—and improve their experiences.
In a world where consumer expectations shift daily, it's become harder and harder for organizations to keep up. For associations, the challenge is compounded by changes in the world of work that have prompted needs for learning and connections that far exceed those of professionals just a decade ago.
Professional associations promise members access to knowledge, resources, and community to help them learn, grow, and connect—and technology empowers them to fulfill that commitment.
Members’ experiences with their professional association ultimately define its success. So, it stands to reason that association executives are committed to creating an MX movement that radiates from the board to the leadership team and throughout the entire staff.
The "customer first" mentality has long been at the heart of many organizations' strategies. But as consumers' habits, behaviors, and expectations evolve, it's become clear that the old ways of thinking about customer service have made many of those strategies obsolete.
Members are seeking places to connect with their peers and doing so on platforms like Twitter and LinkedIn. But those public platforms aren’t necessarily fit for asking questions, having respectful dialog, and engaging in social learning. Your professional associations is uniquely equipped to build community that fosters safer and more meaningful connections.
“If you can drive people to your community, that’s where the magic happens,” said Terri. “Most of our members are looking to learn from each other, so we’ve built a community where social learning is at the core.”
Associations today are seeing a gap between member groups, driven by everything from career stage to values and beliefs. Meetings members where they are involves understanding expectations, evolving journeys, and enabling contributions from all.
