Social Media Marketing: Foundations to Practice · Social Commerce
Social Commerce Customer Service
More social commerce sales inevitably mean more support requests through social channels. This chapter covers what changes for customer service once purchasing moves into the app.
As social commerce sales grow, so does the volume of order tracking, returns, and product questions arriving through social and chat channels rather than traditional email or phone support, since customers who purchased through a social platform naturally expect to resolve related issues through that same channel rather than switching to an entirely different support system.
Key Takeaways
- Support request volume through social and chat channels grows directly with social commerce sales, since customers expect resolution through the same channel they purchased in.
- Unprepared customer service teams see spikes in response time and unresolved requests as social commerce scales, since these requests are often publicly visible and time-sensitive.
- Customer reviews are one of the biggest cited factors behind social media purchase decisions, making review collection a conversion driver, not just feedback.
- Integrating social commerce support into the broader support stack prevents customers from having to re-explain issues across different channels.