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EAT Cycling Booking System

Case Study: EAT Cycling Booking System

Executive Summary

EAT Cycling, a bike servicing business, was paying £600 per year for a generic booking widget that wasn't meeting their needs. The solution was overcomplicated with features they never used, and critically, it was customer-only - staff had to use a difference system to create bookings for walk-in or phone customers. Through consultation and collaboration, we built a custom dual-use booking system that serves both customers and staff, tailored specifically to EAT Cycling's workflow, resulting in a streamlined solution that integrates seamlessly with their daily operations.

The Challenge

The Problem

EAT Cycling faced several critical issues with their existing booking solution:

  1. Single-User Limitation
  • The existing booking widget was customer-only - staff couldn't create bookings
  • When customers called or visited in person, staff had to use a different process to enter bookings into the system
  • This created a disconnect between phone/in-person bookings and the digital system
  • Staff had to rely on manual processes (paper, spreadsheets) for walk-in or phone bookings
  1. Low Customer Engagement
  • The existing booking widget wasn't being used effectively
  • Customers weren't finding it intuitive or accessible
  • Booking rates were below expectations
  1. Cost Inefficiency
  • Paying £600/year (£50/month) for a generic solution
  • Paying for features and functionality that were never utilized
  • No return on investment for unused capabilities
  1. Poor Fit for Business Model
  • The generic solution didn't align with EAT Cycling's specific workflow
  • Eddie (the owner) manages his own schedule manually - no need for complex time slot management
  • Phone numbers are the primary customer identifier, not emails (unlike most generic systems)
  • Required date-based booking only, without rigid time constraints
  1. Lack of Integration
  • No automated WhatsApp notifications (EAT Cycling's preferred communication channel)
  • Manual processes for booking confirmations and customer communication

Business Requirements

Through consultation, we identified EAT Cycling's actual needs:

  • Dual-use booking system - both customers AND staff can create bookings
  • Simple, focused booking form - no unnecessary complexity
  • Date-based booking - Eddie manages his own daily schedule
  • Phone-first approach - phone numbers as primary customer identifier
  • WhatsApp automation - booking confirmations and "bike ready" notifications
  • Admin dashboard - view bookings, search customers, manage workflow
  • Service reminders - automated 6-month follow-up system

The Solution

Approach

Rather than trying to adapt a generic solution, we built a custom booking system from the ground up, designed specifically around EAT Cycling's workflow and communication preferences.

Consultation Process

  1. Discovery Phase
  • Understanding Eddie's daily workflow
  • Identifying pain points with the existing system
  • Mapping out customer journey and communication preferences
  1. Requirements Definition
  • Prioritizing essential features over "nice-to-haves"
  • Designing around phone-first customer identification
  • Planning integrations with existing tools (WhatsApp)
  1. Iterative Development
  • Building core booking functionality first
  • Adding integrations based on actual usage patterns
  • Refining admin tools based on real-world feedback

The End Product

Dual-Use Booking System

Key Differentiator: Unlike the previous customer-only widget, this system serves both customers and staff:

  • Customers can book online via the public form
  • Staff can create bookings for walk-in customers or phone bookings using the same system
  • All bookings flow into the same unified system with automatic WhatsApp integration

Public Booking Form (book.eatcycling.co.uk)

A clean, focused booking interface that customers can access directly, and staff can use for phone/walk-in bookings:

Features:

  • Service Selection: Four service types
  • Basic service
  • Full service
  • Strip and rebuild
  • Bosch diagnostics
  • Smart Date Picker: Date-based booking (no time slots)
  • Customers select a date, Eddie manages his own schedule
  • Automatically excludes unavailable dates (weekends, holidays, dates at capacity)
  • Real-time availability checking prevents overbooking
  • Customer Details:
  • Name (required)
  • Phone number (required - primary identifier)
  • Email (optional)
  • Bike Details: Free-form text field for bike information
  • Booking Reference Numbers: Each booking receives a unique reference number (format: EAT-YYYY-NNNN, e.g., EAT-2026-0142)
  • Helps customers quote their reference when dropping off bikes
  • Helps Eddie match bikes to bookings
  • Displayed prominently in booking confirmation
  • Included in all WhatsApp notifications
  • Searchable in admin dashboard
  • Instant Confirmation: Immediate feedback on successful booking with reference number

Admin Dashboard

A comprehensive admin interface for managing all aspects of the business. Staff can also create new bookings directly from the admin area using the same booking form, ensuring all bookings (whether from customers or staff) are captured in one unified system:

1. Bookings Management

  • Create new bookings - Staff can add bookings for walk-in or phone customers
  • View all bookings with filtering options
  • Filter by status (pending, ready, complete, cancelled)
  • Search functionality - Search by reference number, customer name, or phone number
  • Bulk actions - Mark multiple bookings as ready/complete, cancel multiple bookings
  • Individual booking actions:
  • Mark as "ready" (triggers WhatsApp notification)
  • Mark as complete
  • Cancel booking (only from pending status)
  • Optional WhatsApp cancellation notification with rebooking link
  • Cancelled bookings excluded from capacity calculations
  • Restore cancelled booking - Reverse cancellation and restore to pending status
  • Send collection reminder - Manual reminder for bikes ready for collection
  • View/edit bike details
  • View full booking details

2. Customer Search

  • Search by phone number or name
  • View customer history (all past bookings)
  • See booking patterns and service preferences
  • Quick access to customer contact information

3. Availability Management

  • Day Exclusions: Configure which days of the week are unavailable
  • Exclude weekends (Saturday + Sunday) toggle
  • Exclude Sundays only option
  • Specific Date Exclusions: Block individual dates or date ranges
  • Add single dates or date ranges (e.g., holidays, vacation periods)
  • Optional reason field for each exclusion
  • Warnings shown when excluding dates with existing bookings
  • View past exclusions for historical reference
  • Automatic Availability Checking: Booking form automatically prevents bookings on excluded dates
  • Visual Calendar: See excluded dates at a glance

4. Daily Workload Control (Service Limits)

  • Maximum Services Per Day: Set a daily booking limit to control workload
  • Can be set to unlimited (default) or a specific number
  • Prevents overbooking and helps manage capacity
  • Visual Calendar View: See booking counts for each day
  • Dates at capacity highlighted in red
  • Shows current bookings vs. limit (e.g., "5/8")
  • Month-by-month navigation
  • Smart Warnings: Alerts when setting limits that conflict with existing bookings
  • Real-Time Updates: Booking counts update automatically as bookings are created

5. Service Reminders

  • Automated 6-month service reminder system
  • View due reminders (customers who completed service 6 months ago)
  • Manual reminder sending with retry capability
  • Track reminder success/failure rates
  • Cost estimation for WhatsApp messages
  • Failed reminder tracking and resolution

Key Integrations

1. Customer Calendar Options

  • After booking, customers can add appointments to their own calendar via the confirmation page
  • Options for Google Calendar, Apple Calendar, and Outlook
  • Helps customers remember their drop-off date

2. WhatsApp Business API

  • Booking Confirmations: Automatic WhatsApp message sent when booking is created (includes reference number)
  • "Bike Ready" Notifications: One-click button in admin dashboard sends WhatsApp notification to customer
  • Cancellation Notifications: Optional WhatsApp message when bookings are cancelled, includes rebooking link
  • Collection Reminders:
  • Manual "Send Collection Reminder" button for bikes ready for collection
  • Automated daily cron job sends reminders for bikes ready for 3+ days
  • Encourages timely collection of completed bikes
  • Service Reminders: Automated 6-month follow-up messages
  • Template-Based Messaging: Uses approved WhatsApp templates for compliance
  • Message Logging: All WhatsApp messages logged for tracking and compliance

3. Automated Reminder Systems

  • 6-Month Service Reminders: Daily cron job checks for customers due for 6-month reminders
  • Runs at 9 AM UTC daily
  • Batch processing for efficiency
  • Automatic retry for failed messages
  • Opt-out functionality for customers who don't want reminders
  • Collection Reminders: Automated daily cron job sends reminders for bikes ready for collection
  • Targets bikes marked "ready" for 3+ days
  • Encourages timely collection
  • Manual send option also available in admin dashboard

Technical Architecture

Modern Tech Stack:

  • Next.js 16 (App Router) - Fast, modern React framework
  • Supabase (PostgreSQL) - Reliable database with built-in authentication
  • Vercel - Seamless hosting and deployment
  • Tailwind CSS - Modern, responsive UI
  • TypeScript - Type-safe development

Key Technical Features:

  • Phone-First Database Design: Phone numbers as unique identifiers
  • Booking Reference Numbers: Unique reference system (EAT-YYYY-NNNN format) with automatic sequence management
  • Row-Level Security: Secure data access policies
  • Fallback Authentication: Password-based login when email links fail
  • Message Logging: Complete audit trail of all communications
  • Availability Management: Flexible date exclusion system with day-of-week and specific date controls
  • Daily Workload Control: Service limits prevent overbooking and help manage capacity
  • Cancellation Management: Full cancellation workflow with optional customer notifications
  • Collection Tracking: Tracks when bikes are ready and when collection reminders are sent
  • Real-Time Availability Checking: Server-side and client-side validation ensures accurate booking availability
  • Error Handling: Graceful degradation if integrations fail
  • Responsive Design: Works on all devices

How It Met EAT Cycling's Needs

1. Cost Efficiency ✅

Before: £600/year for unused features After: £300/year for a custom solution tailored to their needs

  • 50% cost reduction - paying half the price for a better-fit solution
  • No monthly subscription fees for unused features
  • Custom solution designed specifically for EAT Cycling's workflow
  • Better value - paying less for more relevant functionality

2. Dual-Use Capability ✅

Before: Customer-only widget - staff couldn't create bookings After: Both customers AND staff can create bookings

  • Unified System: All bookings (online, phone, walk-in) in one place
  • Staff Empowerment: Staff can create bookings directly in the system
  • No More Manual Processes: Eliminates need for paper/spreadsheets for phone/walk-in bookings
  • Consistent Experience: Same booking form and process whether customer or staff creates it
  • Complete Visibility: All bookings visible in admin dashboard regardless of source

3. Customer Engagement ✅

Before: Low booking rates, confusing interface After: Streamlined, phone-first booking experience

  • Simple, focused booking form
  • Phone number as primary identifier (matches customer behavior)
  • Instant WhatsApp confirmations (customers' preferred communication channel)
  • Easy access at book.eatcycling.co.uk

4. Workflow Integration ✅

Before: Manual communication, separate tools After: Automated WhatsApp integration

  • WhatsApp: Automated confirmations and "bike ready" notifications
  • Admin Dashboard: All bookings in one place, easy to manage

5. Business-Specific Features ✅

Before: Generic solution that didn't fit After: Built around EAT Cycling's actual workflow

  • Date-based booking: No rigid time slots - Eddie manages his schedule
  • Phone-first: Matches how customers actually identify themselves
  • Booking reference numbers: Unique references help customers quote when dropping off bikes and help match bikes to bookings
  • Cancellation management: Admins can cancel bookings with optional customer notifications
  • Collection reminders: Automated and manual reminders encourage timely bike collection
  • Availability control: Flexible system to exclude weekends, holidays, or specific dates
  • Daily workload management: Set maximum services per day to prevent overbooking
  • Service reminders: Automated 6-month follow-up system
  • Customer history: Easy to see past bookings and patterns

6. Scalability and Maintenance ✅

Before: Dependent on third-party widget updates After: Full control and customization

  • Can add features as business grows
  • No dependency on external widget updates
  • Easy to modify based on feedback
  • Modern tech stack ensures long-term maintainability

Key Benefits

For EAT Cycling (Business Owner)

  1. Reduced Costs: 50% cost reduction - from £600/year to £300/year
  2. Unified Booking System: All bookings (online, phone, walk-in) in one place
  3. Staff Empowerment: Staff can create bookings directly - no more manual processes
  4. Better Organization: All bookings in one dashboard
  5. Time Savings: Automated WhatsApp notifications
  6. Availability Control: Easy management of available dates (exclude weekends, holidays, specific dates)
  7. Workload Management: Set daily service limits to prevent overbooking and manage capacity
  8. Customer Insights: Easy access to customer history and patterns
  9. Professional Image: Custom booking system reflects business quality

For Customers

  1. Easier Booking: Simple, focused form
  2. Instant Confirmation: WhatsApp confirmation immediately after booking with reference number
  3. Add to Calendar: One-click options to add appointments to Google, Apple, or Outlook calendar from the confirmation page
  4. Booking Reference Numbers: Easy-to-remember reference (EAT-YYYY-NNNN) to quote when dropping off bikes
  5. Convenient Communication: WhatsApp notifications when bike is ready
  6. Collection Reminders: Automated reminders if bike isn't collected promptly
  7. Cancellation Support: Clear notifications if bookings need to be cancelled with easy rebooking links
  8. No Account Required: Quick booking without sign-up

For Business Operations

  1. Complete Booking Capture: All bookings (customer and staff-created) in unified system
  2. Eliminated Manual Processes: No more paper/spreadsheets for phone/walk-in bookings
  3. Automated Workflows: WhatsApp notifications happen automatically
  4. Availability Management: Prevent bookings on unavailable dates automatically
  5. Capacity Control: Daily service limits prevent overbooking and help balance workload
  6. Booking Reference System: Unique references help match bikes to bookings and improve customer experience
  7. Cancellation Management: Easy cancellation workflow with optional customer notifications
  8. Collection Management: Automated reminders help ensure timely bike collection
  9. Customer Retention: 6-month reminder system encourages repeat business
  10. Better Tracking: Complete history of all bookings and communications
  11. Mobile-Friendly: Admin dashboard works on any device - staff can create bookings on mobile

Results and Impact

Immediate Benefits

  • Cost Savings: 50% reduction - saving £300/year (£600/year → £300/year)
  • Unified Booking System: All bookings (customer and staff) in one place
  • Staff Efficiency: Staff can create bookings directly - no manual processes
  • Streamlined Operations: Automated notification workflows
  • Booking Reference System: Unique references improve organization and customer experience
  • Cancellation Management: Easy cancellation with optional customer notifications
  • Collection Management: Automated reminders ensure timely bike collection
  • Availability Control: Easy management of available dates prevents booking conflicts
  • Workload Management: Daily service limits help balance capacity and prevent overbooking
  • Better Customer Experience: WhatsApp-first communication approach

Long-Term Value

  • Scalability: Easy to add features as business grows
  • Data Ownership: Full control over customer data and booking history
  • Customization: Can adapt system based on changing business needs
  • Professional Image: Custom solution demonstrates business quality

Technical Excellence

  • Modern Architecture: Built with latest technologies for long-term maintainability
  • Security: Row-level security, secure authentication, data protection
  • Reliability: Automated error handling, fallback systems, message logging
  • Performance: Fast loading times, responsive design, efficient database queries

Conclusion

By moving away from a generic, overpriced customer-only booking widget to a custom dual-use solution built specifically for EAT Cycling's needs, we created a system that:

  • Saves money (50% cost reduction - £300/year savings)
  • Unifies booking processes (customers AND staff can create bookings)
  • Eliminates manual work (no more paper/spreadsheets for phone/walk-in bookings)
  • Improves efficiency (automated workflows)
  • Organizes bookings (unique reference numbers help match bikes to bookings)
  • Manages cancellations (easy cancellation with optional customer notifications)
  • Encourages collection (automated reminders for bikes ready for pickup)
  • Controls availability (flexible date exclusions and daily workload limits)
  • Prevents overbooking (automatic capacity management)
  • Enhances customer experience (WhatsApp-first approach with reference numbers)
  • Provides better insights (complete booking history regardless of source)
  • Scales with the business (easy to extend and customize)

The solution demonstrates how consultation and custom development can deliver better results than off-the-shelf solutions, especially when the business has specific workflow requirements that generic tools don't accommodate.

Technical Specifications

Hosting: Vercel Domain: book.eatcycling.co.uk Database: Supabase (PostgreSQL) Framework: Next.js 16 (App Router) Styling: Tailwind CSS Integrations: WhatsApp Business API Authentication: Supabase Auth with fallback password login Automation: Vercel Cron Jobs (daily 6-month service reminders and collection reminders)

This case study demonstrates the value of custom development over generic solutions when business requirements are specific and unique.