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STOP The No-Shows
Online Scheduling Tools Ease Appointment Headaches
For Micro-Businesses
By Mollie Neal
Large
businesses have long had the luxury of employing receptionists, telephone
operators and online booking tools to serve customers. Ample staff and tools
allow customers to make preferred arrangements at their convenience—whether
they’re reserving a hotel room, scheduling a service call or booking an
appointment.
Now, a new breed of companies is offering Web-based, online
appointment booking services to micro-businesses. Companies like Genbook, HourTown and TimeTrade are marketing their
tools to service-oriented small-business owners nationwide. Other providers are
catering to specific niches, such as Booking Angel for restaurants, Zappointments for health
care professionals and ZocDoc
for doctors and dentists in the New York area.
Since consumers have
become accustomed to self-service scheduling offered by large businesses, they
now want the same 24/7 convenience when dealing with micro-businesses and local
companies, says Greg Sterling, founding principal of Sterling Market
Intelligence, an online consultancy.
A recent study by HourTown found that
93 percent of consumers experienced trouble while attempting to schedule with a
local business. The majority of consumers, 79 percent, would prefer to book
online, and 86 percent say that having the option would make them a more loyal
customer.
Fortunately, these scheduling services don’t take a bundle of
time or money to set up and manage, and they don’t require a high degree of
technical prowess to master. In fact, one of these services could be a perfect
fit for your micro-business.
How The Services Work
Once
enrolled with an online booking service, business owners go into their personal
accounts where they access a calendar tool, fill time slots with personal and
business commitments, and leave open blocks of time they want to make available
for customer appointments. These scheduling tools are typically housed on the
booking company’s server.
The business owner receives a Web link that
can be embedded on their Web site, in e-mail messages and newsletters, within
online display ads like those on Yellow Book and Craigslist pages,
and on social networking sites like Facebook and MySpace. Or the URL can simply be printed on business cards.
Basic versions of these services are offered for free—yes, free. More
robust and popular options are available for a modest charge of $20 to $50 per
month, and include extra bells and whistles and customer support.
The
only tool typically required is Internet access. Some providers such as CMJ
Designs Inc., which caters to spa, salon and dog grooming services, do require
the user to have specific software installed on their office computer. The
software can run up to $1,000, but it does integrate scheduling with other
business processes.
Online scheduling tools should be feasible for most
service-oriented businesses, says Sterling. For businesses that must offer
customers detailed product or service explanations, price negotiations, or
hand-holding before setting up appointments, it may be a bit more challenging.
Small-business owner Jennifer Brinn runs Reiki & Holistic Bodywork,
where she gives holistic massages and leads meditation sessions. In the past,
her off-hours were consumed with administrative duties including the endless
game of telephone and e-mail tag to respond to inquiries and book appointments
with customers.
But since 2006, Brinn has been paying $29.95 per month
for her HourTown
account. Clients visit her Web site and click a link for her San Francisco or
Sausalito office. This takes them to an HourTown profile
page, which includes her bio and photo, a list of available services and costs,
a box to send comments such as information requests, and a “Book Now” button.
Throughout the day, she checks her PDA or e-mail for appointment
requests that she can then accept or deny. In turn, the system automatically
updates her calendar. The system also sends clients confirmation e-mails and
24-hour reminders, which Brinn can personally customize with specific messages
depending on the recipient.
Benefits Beyond Bookings
Apparently, clients enjoy the service. Almost all of Brinn’s appointments
are now made online. People love the instant gratification of online booking.
They no longer have to wait overnight for a response or go back and forth
several times to find a mutually convenient appointment time, explains Brinn.
“I don’t know how I did it before,” she says.
Brinn says she
saves at least two to three hours each day in phone and e-mail tag. She’s also
reduced no-shows, eliminated double bookings, and finds it’s much easier to
schedule same-day appointments.
The service has also helped boost the
bottom line.
“The profile page is important,” says Brinn. “It gives
prospects more confidence that they are dealing with a professional and not some
hippy-dippy.”
HourTown’s search engine optimization helps her profile pages
appear high when people search on sites like Google, Yahoo and MSN. Brinn
regularly brings in 10 new clients each week from people who find her online and
has doubled her client base to more than 300 individuals.
“That’s pretty
good for a small business operating in the Mecca of holistic health
practitioners,” Brinn says.
Selecting A Service
With numerous
service providers offering different packages and varying price points, how do
you find the right fit?
Most providers offer online demos, FAQ pages and
free services that businesses can test to determine if the system will work for
their particular needs.
When Deanna Maio was launching her business
SavvyGals, a life coach service for female executives and small-business owners,
she decided to sign on with a booking service even before she launched her own
Web site. She looked at 12 to 15 different providers before selecting TimeTrade.
Maio was
interested in a low-cost, user-friendly service she could easily integrate with
either a Google or Outlook calendar that she’d be able to access from anywhere.
Since she works with clients across the U.S. and Canada, she wanted people to be
able to book services in their own time zone, have those requests translated to
Pacific Standard Time for her Portland, Ore., office, and eliminate scheduling
confusion. She also wanted people to be able to select either a phone or office
appointment and have automated responses include relevant details such as
directions or phone contact information. TimeTrade fit her requirements.
An integrated
marketing feature also enables her to use the TimeTrade platform to send
e-mail promotional offers for a free initial consultation to prospects. The
feature includes a “Schedule Now” link and tracks response activity.
“I
could not contact 250 people by phone or individual e-mails and keep track of
exactly who decided to take advantage of the offer,” says Maio.
Maio has
a tagline for her business: “Stop wasting more time and start making more
money.” Online scheduling tools are helping her live by her own motto.