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

Purpose: Mobile 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/approach: This 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 themes Findings: The 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 implications: The 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/value: This 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.