The huge rise in customers who now use social networking sites and mobile commerce (m-commerce) for business transactions has created a customer support gap.

Many companies have social media presence on sites such as Twitter and Facebook and create mobile applications but have not set up the infrastructure to deliver the same level of customer support as its more traditional communication channels. Without integrated customer service support for social media and mobile commerce, customers will grow frustrated with their social communication experiences. It is important for companies to fully embrace these newer channels by taking the lead in not only addressing the marketing aspects, but also in developing integrated support to ensure customers receive consistent treatment and quality problem-resolution over their social media and m-commerce communication channels.

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