Nissan North America Inc. could be forced to move its telephone operators out from the phone banks to the Internet, as consumers have changed the way they look for information.
According to Erich Marx, Nissan's director of marketing communications responsible for social media, its social media staff can handle the volume of queries that are showing up on websites.
However, the number of people asking questions or making complaints on the Facebook page of Nissan could double by next year, Marx added.
He further stated that the company needs to rethink the current staffing available, which means that some employees would be moved out from the company’s traditional consumer affairs operations such as its multiple toll-free call centers in order to have enough staff to monitor sites like Facebook and the websites for Nissan's individual nameplates.
No proposed changes have been made yet. Furthermore, Marx shared that people are less inclined to use the telephone to obtain information and wait for operators to respond. He further stated that these days, consumers will just send an e-mail, a text, or post something on Facebook.
The small social media group at Nissan attempts to straighten out confusion or resolve beefs without interfering with dealer relations. It also tries to engage Nissan's consumer affairs staff in problems.
According to Marx, there are new issues involved in this matter. For example, when someone posts a problem on the company’s Facebook page, its 260,000 fans could read it.