What's with customer support?

On June the 14th I bought the FFXIV Complete Edition. After finding out I wouldn't get the code until June 20th I submitted a ticket, through the store's customer support, asking for a refund. Quickly I got a response telling me that I was speaking to the wrong team to ask for a refund. Which team do I need to ask for a refund from? (I went through the na.store page.) And why do they have two teams working support? It is because one manages the store while the other manages FFXIV Online? If that's it why would I not talk to the store support for refund requests and instead be told to talk to the FFXIV support?

TL;DR Why is there more then one team for customer support?

Edit: Fixed unclear situation and question.