Öğrenci işlerinin ofisi için öğrenci hizmetleri rehber robutunun tasarımı ve uygulaması: Marmara Üniversitesi İşletme Fakültesi örneği

Chatbots are practical artificial intelligence tools for both improving communication and strengthening relationships with customers, solving problems, and replying to customers' questions over the internet. In recent years, more users across many industries start to use and give more prominence. Reports reveal that AI-powered chatbots are the future of customer service. Despite several successful applications of chatbots, a large proportion of chatbots have failed, and studies have shown the use of chatbot results with negative user experience. From our point of view, chatbot failure cases are results of three factors: (1) The poor design made by designers, (2) The lack of proper management, (3) The conception that chatbots are used to replace human agents instead of empowering them. A significant number of existing studies in the literature have approached chatbot design mostly in terms of conversational design. However, there is a lack of a holistic approach to design chatbots, including industry and performance management perspectives. Therefore, as an effort to fill this literature gap, this paper suggests a holistic approach integrating two well-known methods: The Axiomatic Design method and the Balanced Scorecard model. Axiomatic Design is used as a formal framework to construct the conversation. On the other hand, a Balanced Scorecard, a strategic management performance metric, is employed by the customer service department to plan for the chatbot before its launch, measure its performance, and identify the areas of improvements after the chatbot launch. The proposed approach is applied to a typical university student affairs office. Students' complaints, needs, and prioritized queries are used to design the chatbot's conversation and determine chatbot's goals and internal features. Results show that the proposed approach help to make better design and management of chatbot service.