ARTIFICIAL vs. NATURAL INTELLIGENCE IN TEXTING James L. Coker, Ed.D. Senior Associate Director of Admissions Operations East Carolina University
Who loves automatic response systems?
The chatbots are coming!
Higher Ed and Chatbots https://chatbotslife.com/higher-education-chatbot-chatbots-are-the-future-of- higher-education-51f151e93b02 � Communication — that improves with time. � prospective students flock to colleges and universities with applications or enquiries about specific courses, fees and scholarships � Higher education chatbots eliminate all these issues. � Potential applicants find the one-on-one, IM-style interaction familiar and convenient.
� https://www.ecampusnews.com/2018/09/28/heres-how-to-boost-enrollment- with-chatbots/ � AI technology to personalize admissions support for incoming students � a knowledge base with answers to more than 2,000 anticipated questions. � there are times when the bot hasn’t yet learned the answer to a specific question � Pounce delivered more than 200,000 answers to questions asked by incoming students
But are they right for recruitment? � Potential applicants find the one-on-one, IM-style interaction familiar and convenient. � there are times when the bot hasn’t yet learned the answer to a specific question � Navigating the complex student enrollment process can be intimidating for anyone � students are generally open to engaging in two-way conversations with colleges via text, with 76.1% of teens saying that they would like to be able to text colleges with questions
Impact on Costumer Service � https://www.forbes.com/sites/christopherelliott/2018/08/27/chatbots-are- killing-customer-service-heres-why/#2cb9587813c5 � annual Global Consumer Customer Service Report � many consumers still prefer human agents to chatbots for their customer service engagements � Only about half of all respondents said that they would turn to a chatbot for a quick customer service need. � many consumers still prefer human agents to chatbots. Nearly 50 percent of U.K. respondents and around 40 percent of U.S. respondents
Why Natural Intelligence texting? � https://www.sms-magic.com/blog/recruit-students-with-text-messaging/ � a recent study by Cappex found that 77% of students want to receive relevant information from universities via text messaging � Texting is a natural conversation � Bulk texting is not welcome or appreciated, but transactional messages and confirmations are preferred
How do we move forward? � Evaluate websites to effectively answer the redundant questions a chatbot might answer � Use territory management for targeted communication with prospective students � Utilize the Cadence group feature to bulk message and have multiple staff respond � Talk to students AND their parents via text � Adapt communication plans to include a text message campaign plan � Remember that at our core we are Admissions Counselors!
Questions? Thank you for attending! And don’t forget to tellxt all your friends! James L. Coker, Ed.D. Cokerj@ecu.edu East Carolina University
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