How Social Commerce Can Transform Your Business
How Social Commerce Can Transform Your Business

Social commerce is one of the most important trends in the digital world today, and the coming year will test brands to deliver a truly convenient way to buy without losing the personalized service that comes with visiting a store in person. With this in mind, Teleperformance’s Social Media Care products are designed to provide clients with a clear workflow for prioritizing, organizing and addressing customers’ inquiries efficiently, with a personal touch, on social media channels.

No matter what sector or service you look at, brands are investing more in making the customer experience as smooth as possible, both to deliver top-quality service and increase revenue through offering easier and quicker ways to close a purchase. In fact, research shows that delivering a positive customer service experience is one of the most important factors that contributes to customer loyalty. The Teleperformance Customer Experience Lab (CX Lab) found that consumers that had a positive experience when interacting with customer service had a higher level of loyalty intention, +14 percent, when compared to those who did not (-26 percent). In 2017, social commerce — the integration of transaction processes with social media and messenger platforms — will transform the way brands accompany customers on the purchasing journey.

Today’s customers demand convenience and empathy during their interactions with brands. Posting products in a social media feed without offering an immediate way to purchase them is not enough for consumers with increasingly short attention spans. Adapting to the times, payment processors have created platforms that allow businesses to sell products within social media platforms and messenger systems themselves. These systems can be installed in platforms like Pinterest™, Facebook™ and Instagram™, and facilitate the collection of clients’ information in a secure location so that full purchase histories, and a holistic view of consumers’ behavior, can be used to inform marketing decisions in the future. The social media platforms that host the payment processing do not touch the money, making it a seamless operation for everyone involved.

Facebook™ and Snapchat™ have joined this trend in their own way, creating peer-to-peer payment systems so that anyone can perform transactions immediately, using their debit card information, which they store for repeat purchases, right where they are already spending a great deal of time socializing. There are even platforms that allow people to transfer money without sharing personal data. In fact mobile peer-to-peer payment systems could generate a volume of $86 billion in transactions by 2018.

Twitter™ has also found a creative way to encourage the social commerce wave, creating individual product pages that pool tweets about particular products or brands so that people comparing options and doing research before purchasing can read peer reviews. Then, upon selecting an option, they can make the purchase by clicking the “buy” button on the same page, within Twitter’s platform (

Chat platforms also offer a personal and convenient way to facilitate payments. Chinese consumers have innovated in this respect with the WeChat messenger app, which is used by 800 million users every day. The platform allows people to conduct practically every daily activity right inside the app, and in terms of transactions, it facilitates bill paying, reservations, e-commerce and money transfers. These functions have allowed Chinese brands to use it to stay closer to their customers.

With our Social Media Care product, we approach social commerce like we do everything else: with a focus on data and analytics-driven customer service solutions. We take the enormous amount of information generated during interactions between brands and consumers, evaluate metrics and KPIs, and identify the relevant topics and drivers that convert into online sales. What’s more, our clients’ agents are always given a set of guidelines that map out their social media care processes to make easy to deliver the highest quality assistance to customers.

For those who have participated in the digital revolution, it is no surprise that the platforms on which we spend so much time are finding ways to further simplify our lives and boost their revenues as well. It’s a win-win situation, as long as brands find engaging ways to offer a personalized, exciting and, above all, convenient way to offer a high-quality shopping experience, which is better than that of traditional channels and physical stores.

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