The deployment of chatbot to improve customer service in higher education institutions during COVID-19
DOI:
https://doi.org/10.5585/iji.v10i1.20652Keywords:
Chatbot, Higher education institutions, Covid-19, Service marketing.Abstract
Objective of the study: Present the customer service chatbot solutions implemented by MKT4EDU in three Brazilian HEIs.
Methodology/Approach: We adopted the case study as a research method. In-depth interviews with four employees of MKT4EDU, the company responsible for the changes implemented in the student support processes at 3 HEIs, collected the data for this technical report interviews.
Originality/Relevance: Describes in detail the chatbot implementation process adopted at these HEIs and the results obtained.
Main Results: After implementing the changes, by introducing automated bots available 24/7, HEIs met the pent-up demands for student services at a lower cost.
Theoretical/ Methodological Contribution: This study contributes to the chatbot literature by investigating how the education sector can implement this technology from five perspectives: interaction, information, accessibility, entertainment, and customization. We present the number of conversations between chatbot and users and the main topics addressed in these conversations.
Social/Management Contribution: By reporting the improvements implemented with chatbot technology in three different HEIs at a time of crisis, we believe we are collaborating with organizations that face similar situations and need to adapt to a new context.
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