Mobile chat servitization in the customer journey: from social capability to social suitability

Abstract

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.

“YOU POST, I TRAVEL.” Bloggers' credibility, digital engagement, and travelers' behavioral intention: The mediating role of hedonic and utilitarian motivations

“…Customer engagement is beneficial for a tourism business as it leads to positive outcomes such as self‐brand connection and brand usage intention (Harrigan et al, 2018;, attachment (Li et al, 2020), corporate reputation (Dijkmans et al, 2015), customer trust, loyalty, and evaluations of tourism brands (So et al, 2016, 2020). Customer engagement is generally considered a fundamental metric of digital customer relationship management and a source of competitive advantage (Hao, 2020; Lo Presti et al, 2020). Marketing research has shown it affects consumers' electronic word of mouth (eWOM), attitude, intentions, and behaviors (Brodie et al, 2011; Chu et al, 2019; Giakoumaki & Krepapa, 2020; Hepola et al, 2020; Hollebeek et al, 2014; Levy & Gvili, 2020; Marino & Lo Presti, 2018; 2019).…”

“…Customer engagement is beneficial for a tourism business as it leads to positive outcomes such as self-brand connection and brand usage intention (Harrigan et al, 2018;, attachment (Li et al, 2020), corporate reputation (Dijkmans et al, 2015), customer trust, loyalty, and evaluations of tourism brands (So et al, 2016(So et al, , 2020. Customer engagement is generally considered a fundamental metric of digital customer relationship management and a source of competitive advantage (Hao, 2020;Lo Presti et al, 2020).…”

Mobile instant messaging apps as an opportunity for a conversational approach to marketing: a segmentation study

“…Because of the interaction and customization of the message, the firm is, therefore, able to manage a business relationship before, during and after the purchase (Sotolongo and Copulsky, 2018). Lo Presti et al (2020) shows that through the use of IM in the business it is possible to follow the entire customer journey and trigger the customer engagement cycle, to promote satisfaction and loyalty to the channel.…”

“…From this perspective, businesses can use IM and exploit the interaction to encourage the engagement and participation of the customer. Although IM platforms and social media networks, in general, are the venues for dialogue and the latter, in turn, is a strategic part of engagement (Taylor and Kent, 2014) and although studies acknowledge IM in business as a useful touch-point in activating customer engagement (Lo Presti et al , 2020), empirical studies that show the firm’s attitudes towards IM for marketing practices remain rare.…”

“…Therefore, in the same way, IM can be a valid marketing tool used to convey brand information and to facilitate the intention to purchase through forms of customer engagement. In this regard, the conversation is one of the aspects that today seems to enhance the importance of IM as a relational and commercial platform that exploits engagement to interact with the customer (Lo Presti et al , 2020). Lo Presti et al (2020) identify MIM as a true and proper touch-point where a transaction can actually be closed as it can help businesses to follow the customer journey and trigger engagement.…”