The following is a case study of the integration process between SMART-reg International's online registration system and the preexisting membership database of the Independent Bankers Association of Texas.

Background
The Independent Bankers Association of Texas (IBAT) had successfully employed an online registration system with SMART-reg International for four years in a tri-industry conference and exposition called TechMecca. Following the show each year, IBAT had to reenter all attendee information into its core membership database. IBAT's core database partner, Semarca, had an online solution that did not satisfy IBAT's requirement for the kind of "WOW membership experience" they wished to deliver to their members, which included features such as self-populating data and user-friendly reporting.

The Problem
IBAT wished to create a seamless registration process that incorporated the use of its existing database in a secure, online environment. This required the close collaboration of three parties: IBAT, Semarca, and SMART-reg International.

The Challenges

The first challenge SMART-reg faced was in motivating the internal IBAT staff and Semarca to collaborate with SMART-reg in order to bridge the two different database systems and facilitate the transfer of information from the online registration database to the core membership database.

The second challenge was motivating the online registration partner to keep up its high energy in the face of resistance, slow response times, and miscommunications.

The Solution

The system integration required connecting IBAT's existing core membership database to a free standing online registration system, all while keeping the focus of the project on creating a quality experience for the IBAT membership. This one-stop entry system would both update the core database and improve operational efficiencies for IBAT staff. Previously, their staff had been stuck having to manually reenter data from the online system into the core database.

The Technology

SMART-reg International was able to meet the technological challenges presented by incorporating an internet-based industry standard methodology called "SOAP." The Simple Object Access Protocol (SOAP) allows two unique Server Class computers to communicate with each other from anywhere in the world while transferring data in either direction. This feature allowed the web servers at SMART-reg to query the highly secure, bank-sensitive IBAT database and use that data to pre-populate various fields during the registration process. When the transaction was complete, the data was directly returned to their in-house association management software system, leaving no need for IBAT staff to re-key or import any data.

Enterprise Enhancements

• Improved operational efficiencies for staff, both in entering data and sending event confirmations.
• Immediate credit card payments and billing options (send an invoice) helped accelerate the revenue collection process.

Improved Attendee Experience

The online solution was a key component of the attendee experience. It provided the attendees with a simple, user-friendly tool that made it easy to register, update, and pay for the event. This saved time for the IBAT staff and also gave them more accurate records of audience attrition rates and more accurate attendance counts for meal events.

ROI Calculations
The IBAT staff saved 5 minutes for every online registration that they did not have to manually input into the membership database. For example, when 50% of public users register online for the annual convention (which has about 700 attendees), the show organizers saved 35 paid staff hours by switching to the online registration system. For every 12 users that register online, the show organizers saved one hour of staff time. Once attendees became familiar with the online registration system, the rate of use for the online system was 70%. IBAT hosts approximately 300 small meetings per year with about 700 attendees per meeting. Also, immediate payments and billing options accelerate the revenue collection process.

Intangible Results: A More Accurate and Friendly Database

Maintaining database integrity for banking employees is difficult in an industry that is always changing due to bank mergers, frequent branch closures and a high rate of employee turnover. It is always a challenge for an organization to stay on top of their dynamic membership database, and online registration gave IBAT another tool to better manage this process. Also, the IBAT staff found that the online registration system was actually easier to use than the internal database system.

For more information, contact Arnie Roberts, President & CEO, SMART-reg International at arnie@smart-reg.com or 888-999-9169, and Mary E. Lange, Executive Vice President, Independent Banker Association of Texas (IBAT) at 800-749-4228.