1. An online booking system is a digital platform that allows customers to schedule appointments or reserve services over the internet. 

While eCommerce platforms enable businesses to market physical products, online booking and scheduling systems facilitate the sale and management of 'time' for customers, allowing them to make and pay for reservations with service-oriented enterprises such as:

Overnight stays in various types of lodging, including hotels, apartments, hostels, and more (e.g., Cloudbeds, Inn Style, Guesty, etc.) 
Dining arrangements in an eatery (e.g. OpenTable, ResDiary, etc.) 
Bookings in beauty salons, healthcare providers, or with consultants (such as Appointedd, Acuity, Fresha, etc.) 
Admission slots or tickets for various experiences, activities, and unique events (such as Digitickets, ArtFund Art Tickets, Eventbrite, Ticket Tailor, Ticket Source, and others). 
Locations offering continuous classes and training (e.g. Class4Kids, Bookeo, SimplyBook, etc.) 
Availability of spaces in rooms and venues along with the rental of associated equipment (such as Skedda, Hallmaster, Planyo, Ivvy, etc.). 
When put into action, booking systems or processes play a vital role in the success of the enterprise. It is essential to simplify the process for: 

Customers can check availability and proceed to finalize their booking. 
Employees should have a transparent view of reservations to effectively handle busy times or proactively encourage visits during slower periods. 
With numerous systems available in the market, researching them can take a lot of time, and making an incorrect choice can be even more time-consuming. 

This guide highlights the essential factors to keep in mind when selecting a system that will enable you to start efficiently and effectively.
 

2. How can I determine if an online booking system is necessary for my business?

Not every business will require an online booking system. In the same way, certain enterprises will require a more intricate system compared to others. Here are a few important points to keep in mind. 

When a traditional system is effective, 

Certain businesses can thrive by sticking to a manual booking system, as implementing an online system might introduce unnecessary complexity and costs to their operations. At times, managing reservations in person, via phone calls, or through emails, and then recording them in a notebook at the reception or marking time slots in email calendars proves to be effective. For instance: 

A modest enterprise with a limited number of employees, all working on-site. 
A dedicated customer base that is quite satisfied with (or even favors) the current booking arrangements. 
The time required for each booking can vary significantly based on the customer. There are situations where having a one-on-one conversation is more effective for understanding requirements or fostering a personal connection. For example, an architect visiting a site to take measurements or a mobile hairdresser extending appointment times for clients with specific needs. 
Online back-office system 

In the situations mentioned, customers likely gain an advantage by not needing to make online bookings themselves. However, many businesses now have a larger number of employees working remotely, who may not have the opportunity to view a notebook at the reception! 

In this scenario, implementing an online booking system could be beneficial, ensuring that visibility is restricted to staff only. This way, all team members can access the same information while still manually entering customer bookings as they arrive. It can also be utilized to send appointment confirmations and reminders via email or text to customers.

This will be especially beneficial for companies where office personnel operate remotely and require a seamless way to share information with on-site employees who are too busy to take calls: 
- Automobile service centre 
- Dental professional 
-Beauty parlour 
- Online system for customer engagement 
For bigger enterprises or those with a higher number of potential clients, a comprehensive customer-facing system might be necessary.
For instance: 
- Classes for children 
- Tourist destinations 
- Cafes and eateries 
These systems can offer significant advantages. Increasingly, customers prefer the convenience of booking services online around the clock instead of calling during regular office hours. In such scenarios, the absence of online booking can lead to a business losing customers to its competitors. 

From the perspective of employees, this approach is likely to conserve a considerable amount of their time, as they won't need to oversee each individual booking. It effectively avoids double bookings and other administrative mistakes. This holds particular significance for larger enterprises that have a greater number of employees or offer a more intricate range of services.

Ultimately, these systems provide valuable insights into your business, offering data that is significantly easier to analyze compared to the manual extraction from notebooks or staff diaries.
 

3. Evaluating your current strategy 

Before moving forward with the implementation of a new system, it's important to gather feedback on your current process. If you need to swiftly implement a new system, you can achieve this efficiently with just a few phone calls. 

Clients: Enquire with a few of your clients about their thoughts on your booking process and whether online booking would simplify their experience. 
Engage in conversation with your team to collect their insights. Ensure that all employees throughout the organization are included. An online booking system can effectively enhance various functions, including administration, finance, operations, sales, and marketing. 
○ Are there challenges they face with the current system? 
○ Are they concerned that the current process is causing the business to lose potential customers? 
○ Are there any potential opportunities they can identify? 

4. Outlining your needs 

A booking system can influence various aspects of your enterprise, ranging from administration to marketing to finance. Therefore, it's essential to evaluate how it will assist all your critical operations. The headings below provide a practical framework to outline your requirements and are elaborated further:

Your offerings and industry 
Your customer experience 
Promoting your brand 
Aesthetic and ambiance 
Skill development and assistance 
Reporting 
Technical aspects 
Your offerings 
Numerous online booking systems are designed to cater to the unique requirements of particular industries or offer features that are adaptable for various sectors, including restaurants, hotels, and educational classes. If your business aligns well with the common practices of your industry, it should be easy to identify an appropriate system. 

Compile a comprehensive list of all the combinations of your offerings and the methods of delivery. This will assist you in evaluating the potential effectiveness of any system for your business. For instance, do you provide:
-What are standard bookings and group bookings? 
- Exclusive bookings and personalized sessions? 
- Physical and virtual events that may need integration with video conferencing platforms such as Zoom? 
- Extra details or elements you typically include in a reservation, such as dietary preferences, pre-ordered meals for a group, or arrangements for table setup or equipment rental for a conference room? 
If your business has a wider range of services, like a restaurant that also offers cooking classes, you might want to explore a system that can manage everything, start by integrating one part of your business into the system, or think about a tailored solution.

Customer experience 
The most important aspect of any system is your end customers and the support you provide to them. Keep in mind that having a website isn't always necessary for online booking. Certain systems can function effectively when linked from your social media page. 

Do you need to handle bookings based on availability? 
Real-time booking: This indicates that when a customer is making a reservation with you, they will only have access to the actual options that are available at that specific moment - including events or activities with remaining tickets or restaurant reservations with available tables. Additionally, any cancellations will promptly reopen that slot for others. 
Waiting lists: An advanced approach is to incorporate a waiting list feature for customers who cannot secure their desired appointment time. 
Calendar synchronization: An appealing feature provided by certain systems is the ability to synchronize with external calendars, which automatically updates the calendars of customers and staff (like Google Calendar and iCal). This helps minimize the chances of forgetting to add appointments.
Time zones and languages: For businesses catering to international clients, like those in tourism or consultancy, certain systems can accommodate multiple languages and enable you to display availability across various time zones—reflecting your local time while adjusting for global users. 
Are there any guidelines and terms of service in place?
Time constraints: Certain systems enable you to establish boundaries on how far in advance customers can make bookings, as well as restrict how close to a booking they can modify or cancel their reservations. 
Managing acceptance: If there are any terms and conditions related to your booking, such as cancellation policies, it may be beneficial for your system to be tailored so that customers confirm their acceptance of these as part of the online booking process. 
Waivers: Similarly, for physical activities, it may be necessary for customers to sign agreements that acknowledge the associated risks, including obtaining digital consent from parents for their children to take part in classes. 
Are you looking for pre-arrival assistance for your clients? 

Reminders: Along with booking confirmation emails, numerous systems offer automated email or text reminders to minimize no-shows. These are also beneficial for adding any reminders regarding how your service operates or if customers need to bring anything along. 
Health declarations: If existing regulations mandate it, service providers like dentists might require customers to sign health declarations prior to entering their premises. Certain online systems have the capability to streamline this process automatically. 
Are you looking to collect feedback from your customers? 

Auto-feedback: Many systems provide the ability to automate email requests for feedback following an appointment. Embedding customer follow-up with minimal effort is highly beneficial, but it is still advisable to complement this approach with additional methods. For instance, having a senior team member or the business owner occasionally reach out to customers directly via phone can enhance the connection. 
Is there a requirement for the system to process payments? 

Customers will make advance payments through the booking system for services like tickets and events, so it’s essential for your booking systems to seamlessly integrate transactions and receipts. 

Businesses like beauty salons and restaurants, where the customer's spending can vary on the day, typically handle bookings online and process payments on-site. 

However, keep in mind that in the present economic climate, the consequences of no-shows have become significantly more pronounced. Hence, companies that usually do not require advance payments might consider accepting deposits and making temporary adjustments to their systems to facilitate this. The advantages of implementing this approach must be weighed against the expenses associated with handling online payments, as well as the potential risk of distancing customers. 

Considering the flexibility to utilize this option is crucial and should be taken into account prior to selecting a system. 

Whichever option you select, ensure it aligns with your requirements for: 
- Credit cards 
- PayPal 
- Bank transfer 
-Deferred payment processing involves collecting a credit card upfront, commonly seen in industries like hospitality. 
- Gift cards 
- Currency choices for global customers 
- Promoting 

If you are promoting your service, it's essential to explore if your online booking system can accommodate:
- Discount vouchers 
- Management of gift vouchers 
- Discounts for members 
- Wholesale discounts 
- Discounts for nearby customers - for instance, for those who frequently make bookings. 
- Offers for early risers or last-minute reservations 
If you haven't thought about these options yet, this might open up an entirely new path for your business to pursue. 

Aesthetic and ambiance 
No matter which option you choose, the key is to ensure that you have a prominent ‘book now’ button on your website. 

Next, you must determine the significance of having the booking functionality align with your website and brand identity (commonly known as a white label system) or if you are comfortable with it showcasing the brand of the system provider. 

Typically, the experience will be more seamless if customers don’t sense that they’ve been ‘pushed out’ to a different system under another brand name. Nonetheless, a significant number of customers are familiar with the operation of these systems, so they are unlikely to be deterred. Additionally, incorporating your own branding often incurs a cost, which might be an avoidable expense for a small enterprise.

Skill development and assistance 
Evaluate the training requirements for your current and prospective employees, and ensure that the supplier offers a comprehensive selection of demonstrations and support resources. 

Once your system is operational, there may be instances where issues arise, necessitating extra assistance from the supplier. If you choose an international provider, ensure they offer support during your business hours. 

Think about whether broader assistance might be necessary - for instance, a small hair salon probably won't require round-the-clock service, whereas a large tourist destination catering to numerous international visitors making bookings at all hours might demand that level of support. 

It’s beneficial to explore review platforms and the social media profiles of your selected suppliers to understand the service challenges encountered by customers and the suppliers' responses to those issues. 

Reporting 
If your business relies heavily on website or customer data, numerous online booking tools offer robust reporting features that enable you to analyze customer behavior and performance effectively. 

Report generation: Numerous systems enable you to generate and download reports on booking volumes categorized by type (such as room, service, or individual client), staff capacity, outstanding payments, and revenue.
Analytics integration: Numerous systems also connect with various analytics platforms like Google Analytics, providing you with a comprehensive understanding of online customer behavior and the effectiveness of your offerings. If your website plays a vital role in your business and you frequently assess its performance, this will be an essential requirement. 
Technical aspects 
Access to the internet 
Cloud-based systems will necessitate that employees have internet access, even for reservations made via phone. 
Collaboration with additional software 
Think about the benefits of connecting this system with other tools you utilize in your business, like your POS or accounting systems. In that case, you might want your selected online booking system to integrate seamlessly with these. 
Chat feature 
While it may not be mandatory, larger businesses should think about integrating a chat function on their websites as part of their customer-facing online systems. This can help address customer queries directly, allowing for a more seamless experience without requiring customers to transition from online communication to phone calls.
 

5. Varieties of systems and choices for implementation 

After outlining your needs, it's essential to grasp how these systems function and the technical aspects involved in their implementation before diving into the research phase for potential options. 

Online booking solutions typically encompass one of the following methods:
Utilizing the online booking features available through your website platform. If you created your own website using platforms like Squarespace, Wix, or GoDaddy, you might be able to utilize their booking features. 
Utilizing an external booking platform. You can include your website or link to it from your social media pages if you don’t have a site or don’t always require customers to visit your website. There are several ways this can be implemented. Many systems can be integrated into your website through a widget plugin or Iframe embed, allowing customers to complete bookings using third-party systems without leaving your site. However, you may encounter limitations regarding the appearance on your site. Alternatively, you can frequently connect to a dedicated microsite for booking completion (though customers will need to exit your website to finalize their booking on the external platform). 
Tailored solutions for intricate or precisely defined needs, where a personalized approach is crafted for your enterprise, ensuring you maintain complete oversight of the customer journey and experience.

6. Choosing a system 

Numerous platforms and systems are available in the market, many tailored to specific sectors. For instance, there are various appointment booking platforms, digital ticketing solutions, and restaurant reservation systems, among others. 

Creating a list of your requirements and grasping the technical aspects will significantly simplify the process of narrowing down the systems that align with your needs.

1. Discover solutions 
Initially, you should explore the various systems available in the market. 
Begin by conducting a straightforward search on Google for online booking systems tailored to your industry, whether it's restaurants, cafes, visitor attractions, hotels, or similar sectors. It is beneficial to explore the available options in the market. 
Analyze your competitors: Which systems are they implementing? Do their systems cater specifically to your industry? 
Connect with individuals who rely on online booking regularly: You are likely to know someone, or have a friend who does, that utilizes online booking in their professional life. Discover their preferences and dislikes regarding it, any challenges they have faced, or new opportunities they have identified. 
Experience being a customer: Take the time to book services online and reflect on how simple or challenging the process is for you.
2. Verify according to your specifications 
The next step is to clearly identify which system aligns best with your needs. 
With the insights you've gathered, it's a good time to revisit your requirements list and prioritize what is essential versus what would simply be nice to have. This will assist you in creating a shortlist of potential options for further evaluation and scheduling live demonstrations of the systems.
3. Study 
Check out the feedback from other users regarding the systems you've shortlisted. Explore Google and check their social media profiles, especially Twitter support, to find out what users are sharing about them. 
Additionally, explore review platforms like TrustPilot and comparison websites such as Capterra and GetApp. 
4. Demonstrations and complimentary trials 
Make sure to organize demonstrations or free trials of your selected system and thoroughly explore the tool. 
5. Expenses 
Before arriving at a final decision, it’s essential to take costs into account. 
An effective online booking system encompasses intricate features, which often come with associated costs. While some providers might present free trials, it's essential to thoroughly comprehend the long-term agreements and expenses before committing to a subscription. Make sure to provide your credit card details at the beginning, and remember to note the end date of your free trial. This way, you can cancel without any charges if it doesn’t meet your needs.

Pricing structures can differ greatly. Here are a few of the most frequently encountered ones. 

1. ‘Complimentary’ for your enterprise 

Certain providers present solutions that come at no cost to the business, transferring the expenses of the system and card payments to the customer by incorporating a percentage into the customer's total purchase price. This simplifies operations for the business, but if you opt for such a choice, it's essential to ensure that imposing additional costs on customers does not drive away the audience you intend to engage. Customers frequently value clarity regarding their charges, and many may respond negatively if they believe they have been misled into incurring additional costs. When adopting this approach, ensure to test it thoroughly and be ready to make adjustments if needed.

2. Freemium approach 

Certain booking systems operate on a ‘freemium’ model, offering businesses a basic service at no cost. However, this may come with limited functionality and restrictions on the number of transactions or staff users allowed. (Keep in mind that credit card transaction fees will still apply.) As your enterprise expands, you will encounter various pricing tiers that allow you to unlock additional features, handle more transactions, or accommodate more staff users. The freemium model provides a valuable chance to evaluate the system within your operations before making any financial commitments for added services. 

3. Commission 

Certain systems may impose a percentage fee on every transaction. This could be useful for minimizing expenses during slow periods for a seasonal enterprise. During peak periods, you may discover that alternative pricing models can be more cost-effective. Verify the system’s policy regarding commission charges on bookings that are subsequently cancelled, and assess how straightforward it is to manage and monitor this process to avoid any potential overcharges.
Evaluating choices 
Various pricing models can create challenges when trying to compare one system with another. It’s essential to connect them directly to your enterprise. 

Assess your existing expenses: evaluate the amount you are investing in employee hours and systems for managing your current bookings, along with any associated fees and commissions.
Consider a few situations:
○ To begin with, if all your sales from the previous year had been processed through each of your selected systems, what would the approximate cost have been?
○ Next, evaluate your forecasts for the current year, keeping in mind that demand levels may vary due to the evolving economic landscape. Develop several alternative scenarios to estimate potential costs. 
Comprehensive influence on business 

While navigating these comparisons and calculations, keep the following points in mind:

Extra expenses and lower income 
○ Expenses associated with obtaining professional assistance for selecting and executing a system 
○ Expenses associated with the technical integration of the functionality into your website and other systems 
○ Expenses and duration involved in employee training 
○ Potential sales may be lost from customers who might be deterred by an online booking system. However, in numerous businesses, staff will still have the capability to assist customers who are unable to utilize online booking options. 

Lower expenses and higher income 
○ Long-term savings achieved by minimising staff time spent on booking and payment administration 
○ Boosted sales by facilitating round-the-clock bookings 
○ Boosted sales through automated reminders for customers to attend their appointments or make additional bookings 
○ Boosted sales through the utilisation of reporting insights to enhance the effectiveness of your marketing strategies 
8. Establishing a new system 
When you're prepared to adopt a new system, numerous suppliers provide a free trial period, presenting a fantastic chance to evaluate the system before making a definitive decision. 

No matter if it's a complimentary trial or otherwise, there are several factors to keep in mind to ensure a seamless experience. 

Determine the individual who will spearhead the execution 

For small enterprises with simple booking systems, it is often feasible to establish it independently, utilizing the diverse support resources offered by your selected provider. 

For more intricate enterprises, particularly when substantial modifications are required for an existing website or system, seeking professional assistance could be a valuable option.

In any case, it is essential to designate a specific person within your organization to serve as the primary point of contact. This individual will be responsible for ensuring that all departments affected by the new system are kept well-informed throughout the process. 

Employees come first 

Before launching your system for customer use, consider implementing a phased approach where your staff can utilize it first as they shift from a manual process - even if it's just for a few days. This will assist in resolving any issues and guarantee that employees have adequate time for thorough training, ensuring they are fully confident and capable of handling any customer inquiries related to the system.

Schedule 

Launching something like this during a quieter period is a smart move to ease the pressure on the team and prevent any potential customer dissatisfaction due to unexpected challenges. When you clearly communicate that this is a new system and invite customers to share their feedback, they are usually more understanding if a business encounters some initial challenges with the new setup. 

It might be beneficial to adopt a phased approach, where you start by integrating a few of your services into the system before transitioning everything over. Make sure to prioritize the customer experience by clearly outlining what services can be booked online and which ones require booking via phone or email. 

Ensuring uninterrupted operations 

Ensure that you revise your business continuity plans to reflect any changes brought about by your new system. Overall, it will provide significant advantages, such as allowing employees to access essential information even when they are off-site. However, if you used to depend on a notebook next to the phone, you may face challenges if your store experiences a day without internet access. Basic measures such as printing the daily diary the night before and keeping a copy at the reception can serve as an effective precaution. 

9. Evaluating your system 
Initial phase 

Daily check-in: In the initial week or two, it’s essential to connect with your team each day to assess how the new system is functioning and identify any necessary adjustments. Once everything is operating efficiently, you can choose the ideal moment to allow customers to book online directly if you haven't done so already. 
Employee feedback: Regularly engage with your team every few weeks to gather their insights on the system and identify any improvements or opportunities they have observed. Don't simply expect your employees to inform you. 
Customer feedback: It is possible that you have included a customer feedback feature within your booking system. If that's the case, make sure to take the time to review the feedback and follow up accordingly. If that's not the case, consider exploring alternative methods to engage with a group of customers and gather their feedback on your offerings. 
Quarterly assessment 

Reporting: Keep in mind that many systems can provide you with more insights than ever, including details about your top-selling products and services, along with financial data. Ensure you dedicate time to assess it and pinpoint upcoming opportunities.
Costs: Ensure that the pricing plan of your system aligns with your needs, taking into account transaction volumes and staffing levels. 
Processes: Undoubtedly, your processes will have evolved throughout your business. Revise the staff induction packs and procedures for onboarding new employees moving forward. 
Yearly assessment 

Is your system still the most suitable for your needs? When it comes to implementing a new system, it's usually best to refrain from making changes unless there is a compelling reason to do so. In just a year, significant changes can occur, and if your business has expanded or diversified, you might realize the necessity to enhance your current system or consider a complete overhaul. It’s an essential aspect of your business, and choosing the wrong system could significantly hinder your future growth. 
Our DigitalBoost program provides complimentary one-on-one consultancy, webinars, and online support to assist you in developing and integrating a booking or ticketing system.