Otimização da Comunicação Institucional na UFCG: examinando a possibilidade de implementação de um chatbot para atendimento ao discente

Abstract

Given the development and popularization of information and communication technologies, as well as the technological changes of the 21st century and the changes in social coexistence caused by the COVID-19 pandemic, resulting in new possibilities for the work of Brazilian Public Universities, from structural issues to customer service, it is necessary to develop technologies that allow for a faster and more intuitive connection. To this end, the development of a Chatbot for virtual service could strengthen this relationship and enhance the use of its services. In this context, the research aims to analyze whether the inclusion of the Chatbot as an additional communication channel at the Federal University of Campina Grande can be a strategic option to meet the needs of its students. The technical product is the proposal to develop a Chatbot, a chat tool, that allows UFCG to interact with its students and for them to receive relevant information and services virtually. In this sense, an analysis was made regarding the possibility of using new technologies, such as a virtual assistant (Chatbot), in a way that could enable a process of modernization in communication between the Federal University of Campina Grande and its students. The research was conducted with a descriptive approach and a qualitative and quantitative methodology, which involved the application of a questionnaire to active students and the presentation of a Chatbot prototype to the Focus Group. The research reveals the significant influence of the WhatsApp application on the students' routine, emphasizing the need to adopt communication strategies aligned with the communication channels preferred by this community. The results indicate the feasibility of introducing a Chatbot as a means of direct interaction with students; however, they highlight the importance of the institution considering potential concerns and emphasizing the benefits of this tool. Finally, based on the results obtained and the experiences of other traditional bodies in the Brazilian public service that adopted the Chatbot, with emphasis on Brazilian Federal Public Universities, it was possible to propose the implementation of a Chatbot to improve institutional communication at UFCG, aiming to optimize service, provide accurate and relevant information to users, and improve interaction and engagement with the academic community.