Nearly every association these days has a web site and many employ e-commerce applications to streamline conference registration, purchases and information requests. But the greatest benefit of the Internet for many organizations is yet to come, via a new generation of Internet-enabled integrated technology that transforms traditional communications and business processes.

One new technology that has great promise for associations is integrated communications that covers all member touch points: telephone, print, fax, and e-mail. A large percentage of associations' budgets is spent on responding to member inquiries and inquiries from other important audiences such as the news media, consumers, and government officials. There are phone answering systems, e-mail management systems, quick print operations, etc., but very little integration

In  Business @ the Speed of Thought Bill Gates talks about neural network systems-systems that talk with each other and capture information from each other. Imagine a system that requires a single administrative assistant to set up and which can handle unlimited numbers of phone inquiries a day, automatically serves common requests such as conference registration inquiries, routes calls requiring immediate attention to the right person regardless of where he is located (in the office, at home, or even on their cell phones), and keeps a record of caller information.

Imagine a system with the capability for web site visitors who want to speak with somebody, connect to them with a mouse click and then lets the representative guide them through online purchases or registrations by talking over the caller's web browser. Think about the ability to create strategic mailing lists by mining contact data that you have collected and integrated with the capability to send mail pieces or e-mails to these lists at the click of a button.

Members are demanding faster delivery of more comprehensive services while associations are expected to deliver more with less. The easiest way to close the gap is by leveraging technology. Since the core of every association's mission is member communications, it is critical that each association assesses the impact and potential benefits of integrated communications technology.

Through cost savings, measurable efficiency improvements, and better member relationships that such systems can generate, integrated communications can be the key to meeting and exceeding member expectations.