Web Registration for Courses and Conferences
Offers Speed, Efficiency, and Security
In an increasingly competitive marketplace, providers of continuing education are discovering that participants' expectations for customer service are higher than ever. Topic, time and place, and cost are still critical factors in the decision to register for a conference or course, but these are no longer the only factors. Participants now want the registration process itself to be faster, easier, and more efficient.

Web-based registration systems are an important means of achieving this goal. Compared to postal, fax, or telephone registrations, Web registration can dramatically shorten the time between the customer's discovery of the conference or course, and the confirmation of his or her registration. Internet-savvy consumers who are already purchasing books, compact disks, software, and other products and services on the Web are beginning to expect similar transactions in continuing education.

How large is the market for Web registrations? In June 1998, International Data Corporation (IDC) Research and Relevant Knowledge reported that there were 55 million people older than 12 using the World Wide Web, and that 18.6 million people would buy goods or services over the Web in 1998. (These and other data are available at the Web site for International Communications' Headcount.Com, http://www.headcount.com). These consumers trust the security of Web purchases and enjoy the ability to search for products and services, and then make immediate purchasing decisions.

 

The Center's System

The Georgia Center for Continuing Education implemented a Web-based registration system in September 1997. Since then, it has processed more than 1,700 registrations and payments for a variety of offerings, including the following:

  • The American Language Program, providing intensive English language instruction for international students at The University of Georgia
  • Community Education Programs, offering non-credit short courses and workshops
  • Distance learning certificate programs such as "Principles of Marketing Research" and "Principles of Turfgrass Management"
  • Conferences on a wide range of professional topics
  • University System of Georgia Independent Study (USGIS), providing credit courses in print and electronic formats (five System senior institutions provide courses through USGIS -- Georgia College and State University, Georgia Southern University, North Georgia College and State University, The University of Georgia, and Valdosta State University).

To apply for admission to the American Language Program, students may use an on-line registration form. Eighteen percent of the student body used this method during Spring Quarter 1998. The American Language Program Web site provides an important vehicle for reaching international students, and its usage has grown steadily since its creation.

Judith K. DeJoy, head of the Department of Community Education Programs, considers Web registration a time-saver for participants. "The introduction of convenient and secure Web registration for our busy Community Education Programs participants gives us another way to offer timely and valued customer service," she said. "Web registration makes it even easier for participants to snatch a moment from hectic schedules, register for a personal enrichment or job skills course, and get back on track." The Community Education Programs Web site is at http://www.gactr.uga.edu/cep.

How Does Secure Web Registration Work?

In a typical scenario, a potential registrant visits the Georgia Center Web site (http://www.gactr.uga.edu) to review information about a conference or course. Registration options include calling an 800 number, sending a fax, sending postal mail, or clicking a button for a secure registration form.

Clicking this button connects the registrant to the Georgia Center's secure Web server (https://www.gactr.uga.edu). This computer uses Secure Sockets Layer (SSL), a technology developed by Netscape Corporation, to encrypt all information exchanged between the registrant's computer and itself. A digital ID certificate issued by VeriSign, Inc., provides third-party authentication. The registrant's Web browser software automatically checks the server's ID and, if it is valid, establishes a secure connection. The registrant can now complete and submit a form including credit card information, and receives a confirmation Web page when this data has been successfully stored on the secure Web server. At no time is personal information transmitted in an unencrypted format, either within or outside the Georgia Center.

A more detailed description of the Georgia Center's Web registration system is available at http://people.gactr.uga.edu/~cahoonb/techexpo/index.html.

How Was It Developed?

Brad Cahoon, head of the Georgia Center's Department of Web Instructional Development, created the Web registration system using existing equipment, commercial software products, and his own programs.

"We chose to implement the system on a Macintosh Web server," he said. "In part, this was because we already had the computer and some of the necessary software. But the Macintosh provides some security advantages over other Web server platforms like UNIX and Windows NT. Since the Macintosh operating system was not designed to support multiple users or a command-line interpreter, it's harder for unauthorized users to break into the system."

One of the challenges of designing the system was supporting the wide variety of conferences and courses offered by the Georgia Center, each with its own registration forms. "Every department has its own database for registrations," Cahoon explained. "Staff access is controlled through password authentication and monitoring of Internet addresses. Only computers within our building can be used to process registrations."

Creating a unique registration form for every conference held at the Georgia Center would be extremely time-consuming for Web Instructional Development staff. Instead, Cahoon developed a generic registration form that is dynamically modified to include conference-specific information when the registrant requests it.

What's Next?

"Our Web registration system is an important step in the improvement of our customer service," Cahoon said. "But much more can be done."

Currently, the Web registration option was available only for selected conferences with featured Web pages. Now Web pages are being developed for each conference for which the Georgia Center has published a printed brochure. "During the first year of its deployment, we had to establish that our system worked and that our customers wanted to use it," Cahoon said. "Now we need to expand its scope to make it available to anyone who wants to register for any Georgia Center offering."

One aspect of the current system will probably not change, according to Cahoon -- each Web registration is still processed by hand by a Georgia Center staff person. "Our system is unlike larger-scale Web commerce systems in that our registrations cannot flow directly into the Center's internal information systems," Cahoon said. "The management of conferences and classes is complex and fast-moving, with unique factors influencing each event and participant. It's not like selling books or compact disks on the Web, where automated systems can handle almost every aspect of an order. Each conference or class registration has to be reviewed to make sure that it can be fulfilled correctly. Lodging arrangements and special needs requirements are just a few examples of tasks that require a human touch. By relying on the skills of our registration staff, we keep our customers happy and keep our events running smoothly."

For more information:

Brad Cahoon, head, Department of Web Instructional Development, Georgia Center for Continuing Education, The University of Georgia, Athens, Georgia 30602-3603, (706) 542-7428, fax: (706) 542-5990, e-mail: cahoonb@gactr.uga.edu.