PurposeMobile instant messaging (MIM) is changing how we communicate with customers transforming what we used to buy as products into services. Servitization is the strategy by which the services offered in combination with a product become a central part of the offer and the value. This paper aims to focus on a new way to do business by means of mobile conversational commerce identified as a unique touchpoint for customers who wish to experience the product/service.Design/methodology/approachThis research uses the case study method and mobile content analysis of WhatsApp conversations between customer and manufacturing firm to illustrate how an artisan company succeeded with customers using MIM to track the customer journey and engage the customer during the conversation. The customer journey theory and customer engagement cycle were used to detecting the main themesFindingsThe results demonstrate that by channeling a mix between engagement and service practices into one direct touchpoint, it is possible to follow the customers throughout their journey and detect their satisfaction. Nevertheless, the research finds that new skills are needed: two-way communication skills, suitability and social CRM skills.Practical implicationsThe results provide guidance for services providers on how to improve customer experience management by allocating investment to conversational commerce as a new way of promoting the customer experience for the digital transformation of manufacturing firms.Originality/valueThis research investigates the importance of human interaction in the digital servitization as a pillar of commerce in this type of service. The paper analyzes the results from the perspective of the supplier of the service and from the perspective of customer experience.

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Purpose The purpose of this paper is to understand how firms may be segmented with respect to their attitudes towards the use of mobile instant messaging (MIM) apps (e.g. WhatsApp, Messenger, WeChat, etc). in their marketing practices to identify the main approaches to the use of MIM in business. Moreover, this paper identifies the key factors which can motivate or hinder the adoption of these digital platforms. Design/methodology/approach Firms are segmented on the basis of their attitudes (perceived usefulness and perceived effectiveness of performance) towards the use of MIM apps in the business. Categories for size, age of the firm and the organization’s predisposition towards MIMs are explored using data from 311 firms and latent class analysis. Threats, triggers and their real usage are also identified to describe the different approaches towards the application of MIM apps in marketing practices. Findings Four clusters are identified – lukewarm, cold, believer and unaffected – along with significant covariates such as the importance of conversation with the client, the use of MIMs in the business, the threats and triggers that can foresee adherence. The results help to understand how to approach the client using social messenger applications. MIM apps can be used for strategic marketing and not only for operative marketing. Originality/value This paper offers a more nuanced understanding of how firms engage through MIM apps by focusing on the firms’ attitudes towards MIM apps. It extends the knowledge on the firms’ reactions to these disruptive technologies and profiles the firms according to their social innovation attitudes, something that has not yet been investigated in the extant marketing literature.

Background The recent COVID-19 pandemic and the shortage of general practitioners has determined a strong pressure on the Italian health system. This critical issue highlighted the fundamental support of e-health services not only to lighten the workload of doctors, but also to offer patients a health service tailored to real needs. Therefore, the digital engagement platforms represent a valid aid, as they reconcile the efficiency needs of the healthcare system with the benefits for the patients involved. In this perspective, little is known about the main factors associated with use of telemonitoring platforms and their effectiveness. This paper investigates the critical success factors of telemonitoring platforms during COVID-19 in order to understand the mechanisms underlying patient participation with the health engagement platforms. Methods An exploratory factor analysis was used to explain the main dimensions of patient participation in the COVID-19 telemonitoring. A sample of 119 patients with a suspected or confirmed infection was used in the investigation. Moreover, an analysis of variance was calculated to identify the differences between three types of patients (infected, uninfected, with suspected infection) and verify the effectiveness of the platform. Main Findings There are six main factors underlying the use of the COVID-19 telemonitoring platform. “Self-Health Engagement” emerges as a novel factor. Moreover, compared to other platforms, cognitive engagement is a crucial trigger for effective telemonitoring. Discussion By identifying the main triggers involved in the use of health engagement platforms, we can improve the satisfaction of telemonitoring services for appropriate health-crisis management. Furthermore, the COVID-19 telemonitoring platform appears to improve health management for both patients and health care providers as it provides the patient with the necessary tools for Self-Health Management (SHM), as well as helping to enrich the literature on health care. Conclusion A new construct emerges in the study of digital telemonitoring platforms: “health self-engagement”, that is, an engagement based on self-care that demonstrates the decisive role assumed by both digital technology and patient participation in self-management.