Open Access

Claudia Bretschneider

• The main aim of this dissertation is to study how the company Holidog can improve the customer journey of customers in the German market, with a special focus on the evaluation of present touchpoints and actionable possibilities to create new touchpoints. Holidog is an online platform for petsitting, present amongst others in the German market. This study focusses on improving the performance in this market by increasing traffic on the website and converting more of this traffic into bookings. Besides, it is evaluated which touchpoints are not efficient in order to free resources for more relevant touchpoints. The sub-questions researched are: How can Holidog increase the number of searches on the website? How can Holidog convert more of the searches into bookings? Which touchpoints are not efficient and could be abandoned? The research has been conducted in the period from September 2015 to February 2016. Market information as well as company-specific information has been collected mainly through secondary data provided by the company next to eternal sources providing data about the industry. For testing new approaches, primary research through quantitative observation has been conducted. The dissertation is structured in five main chapters: (I) Introduction presenting the research topic; (II) Theoretical basis about the petsitting industry and the company Holidog; (III) The current customer journey and all touchpoints created; (IV) Additional touchpoints the company could consider creating; (V) Overall recommendations and conclusion.