THE DEPLOYMENT OF CHATBOT TO IMPROVE CUSTOMER SERVICE IN HIGHER EDUCATION INSTITUTIONS DURING COVID-19/A IMPLANTACAO DE CHATBOT PARA MELHORAR O ATENDIMENTO DAS INSTITUICOES DE ENSINO SUPERIOR DURANTE A COVID-19/EL DESPLIEGUE DE CHATBOT PARA MEJORAR EL SERVICIO DE LAS INSTITUCIONES DE EDUCACION SUPERIOR DURANTE EL COVID-19

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. Keywords: Chatbot. Higher education institutions. Covid-19. Service marketing. Objetivo do estudo: Apresentar as solucoes de chatbot de atendimento implementadas pela MKT4EDU em tres IES brasileiras. Metodologia/abordagem: Foi adotado, como metodo cientifico, o estudo de caso. As principais informacoes deste relato tecnico foram coletadas por meio de entrevistas de profundidade com quatro colaboradores da empresa Mkt4EDU, responsavel pela implementacao das mudancas nos processos de atendimento aos alunos de tres IES diferentes. Originalidade/Relevancia: Apresenta detalhadamente o processo de implementacao de chatbot em IES e os resultados obtidos. Principais resultados: Apos as mudancas implementadas, as IES tiveram as suas demandas reprimidas atendidas e com reducao de custo, tendo em vista que os bots atendem 24/7 e de forma automatizada. Contribuicoes teoricas/ metodologicas: Este estudo contribui para a literatura de chatbot ao investigar o funcionamento da tecnologia no setor educacional sob cinco perspectivas: interacao, informacao, acessibilidade, entretenimento e customizacao. Como resultados da implantacao, sao apresentados numero de conversas entre chat