Running a Chatbot at a Public University: Improving the Service Experience
DOI:
https://doi.org/10.5281/zenodo.14531684Keywords:
Customer service, Chatbots, Automation, Services, ManagementAbstract
The study proposes structured steps for implementing a chatbot in a public university, which can be replicated in other service sectors. Based on a theoretical and methodological framework, the research investigated the literature on chatbots and their application in educational institutions. Data collection occurred in two phases: interviews with staff from the School Registration Supervision unit at the Sinope Campus of UFMT to identify critical points and benefits of the technology and satisfaction surveys after the chatbot's introduction. The data were analyzed using Content Analysis. The action research collaborated with participants to identify priority demands using the GUT Matrix. The satisfaction survey utilized the Net Promoter Score (NPS). The main result was a structured procedure for implementing replicable chatbots in public service sectors.
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