A Guide to Managing and Integrating Multiple Booking Channels

If you have a business that depends on bookings then you’ve got to see to it that your booking channels are really punching. What do we mean by this? A few things. You have to have good staff, who can help and not hinder the process of satisfying your customers. You have to have good staffing levels, so that your capacity is able to meet demand. And you have to have a good booking system, that performs effectively, no matter what channel the customer uses. 

This last factor is vital. In a world of ever-more numerous comms channels, if you don’t offer a customer their favored channel you’ll miss out on their business. So, managing and integrating multiple booking channels is hugely important. We’re going to take a look at how you go about doing just that.

What do we mean by multiple booking channels?

Not so long ago, when a customer wanted to interact with a business and do something like book an appointment, they made a call. This was pretty much the only means of making a booking. 

In those days, most of a business’ incoming traffic was over the standard landline, into the office, to be dealt with by the rows of telephonists sitting ready for the customers’ calls. So far, so easy to handle. Life was predictable. It could perhaps get a little dull, sure, but it was a relatively simple situation for a business to get on top of. 

Now, the difference couldn’t be starker. Where once there was a strictly limited way to get in touch, now a customer has a preponderance of offline and online booking options to choose from. Email, SMS, socials, mobile – the list is huge. And, yes, there’s still the good old landline too. 

The important element to all this is that a business has to be able to respond readily to the constellation of different means of communication out there. It also has to be able to seamlessly knit this diverse collection into its processes so that it can pivot to deal with any approach as easily as any other. 

So, whether we’re looking at a Ticketmaster facility or a Vonage call center, the range of multiple booking channels has to fit smoothly into the business core processes, with no need for any manual intervention in order to facilitate matters.

Let’s see how this can look in practice.

How to manage and integrate multiple booking channels

Before you start thinking about introducing your multiple booking channel solution, look at your target customer. 

Are they likely to be using a particular channel more than any other? If so, it might be a good idea to choose one that specializes in, for instance, socials comms.

On the other hand, if your customer base is likely to be using a range of booking channels, then you’d be wisest to pick a solution that can handle just about any route that a customer might want to take, in whatever business you’re involved in, from retail to service-based industries.

Customize the solution to fit your brand

You need to bear in mind that your multiple booking channel facility will be the primary means by which customers experience your brand. So, not only does the service need to be top quality – quick, efficient, good clarity, excellent call resolution – it also needs to be representative of your brand.

For this reason, it’s important that the solution you use offers the ability to customize its appearance, so that you can use your font, logos, and voice. Why is this important? Two reasons. 

Reason number one: customers like consistency across channels. If you get one version of a business via one channel but a version completely at odds with that one via another channel, things can become confusing. Reason number two: having an identifiable profile and voice is a way to reassure customers that they’re communicating with the real deal.

Remember to carry your branding across all activities possible on your booking service, from initial contact to booking cancellation messages. It’s worth posing as a customer and doing, effectively, an internal audit of the customer journey to ensure you’ve captured every step it’s possible for them to take.

Link your multiple booking channel solution to other platforms

In a world offering innumerable connections, it makes sense to link to other online entities where you can. For instance, you can connect to Google (using Reserve with Google) so that people visiting your company’s Google business profile can book there and then. This saves a few more clicks, which can, after all, be the difference between selling and not selling. You can do something similar via apps with Meta. 

You can link up even further by connecting to online payment systems. This way, you’re not just dealing with booking appointments. You’re selling slots, tickets, products – whatever it is, you’re conducting payment processing, making money from it and saving time collecting payments in appointments. Hook up your Paypal or Stripe account, and you’ll be in business.

Look at video

See how you can link your multiple booking channel solution to video. There are two possibilities to consider here. 

Firstly, you may want to consider a solution that can link the scheduling side of things to meetings conducted via video. Offering virtual attendance options can be a great option to widen your audience and reduce cancellations.  

On top of this, video can also be used as a powerful tool to promote your bookings. Consider a booking system that can be integrated with your promotional videos so that customers viewing your content are able to make an appointment with ease. 

Think about time zones

How wide is your business’ reach? Is it a purely local affair or do you extend across the globe? If you lean to the latter, you need a multiple booking channel service that can cope with international action.  

So, wherever your customers are when they want to make their booking, your service needs to present options in their time zone. Look for this capability when you’re weighing up which booking channel solution to go for. 

But, when thinking global, don’t forget to include local. Adding marketing localization to your endeavors will pay off hugely, enabling you to appeal to local populations all over the planet.

Combine services

Look at how you can bundle up various aspects of your business offer into easily bookable packages that customers will love. For instance, if you sell car washes, look at how to introduce an internal valet service to the offer, so customers can book both at once using whatever channel they like. This is the very essence of convenience. 

It doesn’t have to be a combined deal, however. It can be the capacity to give upselling information to a customer, so they become aware of whatever options there are to enhance their booking outcome. If they’re booking a seat for a concert, they can be made aware that for only $40 extra, they can go premium, with better sightlines and better proximity to refreshments.

Build in data collection

You can connect your booking service to a survey facility, which automatically collects invaluable data for you as you go. Whatever you’re interested in, be it trading level patterns, people’s preferred channels, or levels of customer satisfaction reported, you can set the parameters and let it get on with its work.

It will then report to you at prescribed intervals, or you can dip in and out for real-time insights whenever you want them. The information you gather from this endeavor will then feed into your future business activities, allowing you to respond with agility to any developments.

One factor to consider in any booking channel solution is how much security it builds in so that, for instance, surveys get carried out with complete confidentiality. So, look for SOC 2 compliance in any package you consider.

Multiple booking channels and your business

When you’re considering how to build multiple booking channels into your operation, it can seem daunting. But there’s absolutely no need to feel overwhelmed. Start by thinking carefully about what your customers want, and choose the right solution for your needs. 

Then, take advantage of the customizations available to give you a perfect fit. By following this route, you’ll end up with the right package for multiple booking channels for your business. 

And here’s the thing about the right multiple bookings channel package. Once it’s in, you don’t have any day-to-day management worries. It’ll happily do its thing, day in and day out. All you need to do is tweak it where necessary, like when commercial developments occur.  

But this aside, you’ll be freed up to do all the exciting things you’ve always wanted to. Your business will benefit from the energy and creativity you’ll have time to unleash on it.