Chatbots offer new possibilities to higher ed institutions to provide popular content, answer questions, complete tasks and guide prospective students to optimal outcomes. The promise of this technology sounds great, of course, but the challenge for marketers and web administrators is to crack the complexity of these new tools, determine their best use cases and to implement them in complex web environments with limited resources. The goal of this presentation is to reduce some of that complexity by providing information, insight and practical examples of how a chatbot can deliver value to web managers, higher ed marketers, and students and to demonstrate specifically how a chatbot can be applied in a student recruitment context.
This session will describe how George Brown College, Continuing Education, developed a hybrid, decision tree/natural language processing based chatbot, to support recruitment for an online technical training certificate program (https://www.plctechnician.com). This talk with offer key questions, decisions made, and lessons learned, ranging from project goal setting, software selection, content development, implementation, and vendor relations, to on-going analytics, chatbot development and maintenance.