EXOTICS RACING: FROM WHITEBOARD TO FULLY AUTOMATED ERP
About the Client
CHALLENGE
Smoother Customer Experience & Process Automation
While the driving experience itself lasts only minutes, the full customer journey spans several hours and includes registration, briefings, fleet preparation, driving sessions, upsells, and checkout.
By 2016, Exotics Racing already had a live website, but rapid growth exposed several challenges:
- Manual coordination caused delays and bottlenecks
- Key business processes were fragmented and not integrated
- Infrastructure was costly, inefficient, and risky
- Customer flow lacked real-time visibility
- Upsell opportunities were not systematically supported
- A separate website was required for karting services
SOLUTION
Migration to AWS
Digitizing the customer journey
Custom ERP for business processes automation
Migration to AWS
CHALLENGE
- Outdated operating system (CentOS 6.9) restricted upgrades and performance
- Manual server management caused delays
- No reliable backup strategy exposed the business to data loss
SOLUTION
- Automatic backups and fast recovery
- Scalable traffic handling during peak demand
- Reduced operational overhead and infrastructure costs
- Improved security and built-in DDoS protection
DIGITIZING A CUSTOMER JOURNEY
CHALLENGE
Check In
Customers arrive to location, check in and sign the Waiver in the POS.
Briefing
Customers have a briefing with the instructor and watch the explaining video.
Track Discover Laps
Drivers make free discovery laps with the instructor behind the wheel.
Driving Experience
The racing itself. After that the driver can buy extra laps and check out.
Buying “Extras”
Drivers can enhance their experience by adding other supercars, laps and ride-alongs.
Check Out
Customers finish their experience and can buy a video of their adventure.
BEHIND THE SCENES
After that, Sergey and Alexandra got an opportunity to see how everything worked behind the scenes: how personnel collected data about customers, how guests got assigned to driving instructors and cars, and much more.
We must note that the EXR’s team had already perfectly organized a step-by-step process of tracking the customer experience, but everything was handled manually with paper documents and whiteboards. This wasn’t scalable.
So, we sat down with the client to figure out the best way to automate the current processes.
SOLUTION
Customer Queue
Status Tracking
Assigning Customers
Experience Tracking
- Automatic ticket uploads per session
- Real-time customer status tracking
- Time tracking across each step
- Instructor and vehicle assignment
- Vehicle usage and readiness monitoring
- On-the-fly experience changes (extra laps, upgrades)
CUSTOM ERP FOR BUSINESS PROCESS AUTOMATION
CHALLENGE
SOLUTION
- Human Resources: staff data, qualifications, and roles
- Fleet Management: vehicles, pricing, and availability
- Scheduling: instructors, vehicles, tracks, pitlane flow
- Inventory Management: merchandise and pricing
- Orders: online and phone bookings
- Track Management: configuration and usage
- Finance Management: payments, refunds, transactions
- Content Management: website pages and media
- CRM: customer profiles and sales channels
- Reports: operational and financial insights
BENEFITS FOR THE CLIENT
- End-to-end automation of the customer journey, from online booking to checkout
- Real-time visibility into customer status, fleet readiness, and instructor schedules
- Reduced waiting times and elimination of scheduling conflicts during peak hours
- Increased daily customer capacity without adding operational overhead
- Centralized ERP system consolidating customer, fleet, scheduling, and financial data
- Lower risk of data loss through automated backups and cloud infrastructure
- Reduced infrastructure maintenance costs and reliance on manual administration
- A scalable technical foundation that supports ongoing growth and future automation
Future Plans
We continue to support and evolve the Exotics Racing platform, gradually automating additional processes and enhancing system performance as the business grows.
TECHNOLOGIES
As usual, we made the pre-development analysis to identify the main hurdles, elaborate the solution and choose the appropriate technology stack.
Client Name
Exotics Racing
Company Size:
150 employees
Founded:
2004
Location:
Las Vegas, United States
Industry:
Entertainment, Travel, Bachelor Parties, Corporate Events, Supercar Driving Experiences, Racing Experiences
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