There is great concern within the educational marketing of becoming irrelevant or outdated.
Therefore, in order not to be just one of many, it is essential to keep up to date with the main technologies. It is marketing trends in Education.
Education works with knowledge, so companies in the sector need to keep up with the main advances that are happening, especially in the digital sector, in order to remain competitive in their area of activity.
With so many colleges and higher education institutions on the market, to differentiate yourself, it is necessary to use innovative and modern strategies to increase student recruitment.
And to follow this new trend of focus on technology, companies need to invest in the new career of conversation designer.
Furthermore, integrating chatbots with CRM platforms and academic management systems has become common practice, enabling more efficient and personalized communication with students throughout their educational journey. This integration facilitates tracking student progress, sending important notifications, and providing proactive support, contributing to a more cohesive and student-centered educational experience.
Key takeaways from this post:
Happy reading!
What does a conversation design do?
It is common for you to access a website page and dialog box or chat, known in English as a chatbot.
Dialog boxes make it easy to communicate between the company and users of the website or online platform.
No chatbot, your users will start a conversation to ask for more information or clarify doubts, for example.
It is easy to see that there is an intelligence behind the service, which is normally carried out by robots programmed through the phenomenon of artificial intelligence (AI).
The development of a dialog box intelligent and effective is of fundamental importance for achieving the institutions' goals.
Therefore, companies should invest in hiring a professional with experience in creating dialogues To the chats, a profession known as conversation designer.
Some of the skills that professionals in this career need to have are: empathy, being helpful and encouraging.
With the advancement of AI technologies, conversation designers are expected to also be familiar with machine learning and data analytics concepts, enabling the creation of dialogues that dynamically adapt to user behavior and preferences. This adaptability is essential to maintaining the relevance and effectiveness of interactions in constantly evolving educational environments.
Users look for good service, and the above skills will make the user's chat experience better or worse engagement with the brand.
The designer will need to pay attention to the way the dialogue will be written, taking into account different variables, such as incorrect spelling, lack of knowledge on the subject, doubts in formulating the question, among others.
Since conversation is natural for people, it is difficult to imagine that there is a methodology behind all this, which unites technology, psychology and language.
The designer will need to understand how the technology, which will be used in the dialog box, works. And you should be responsible for transforming this technology into a resource for the company, as this choice is fundamental for results to be achieved.
Furthermore, it is necessary to understand whether the technology can be integrated with other digital platforms.
The integration of chatbots with adaptive learning platforms and recommendation systems has enabled more personalized educational experiences, adjusting content and teaching pace to each student's individual needs. This student-centered approach helps improve knowledge retention and promote more effective learning.
CHECK OUT THESE CONTENT ABOUT CHATBOT TOO:
- WhatsApp marketing and online: how to create a successful campaign?
- Chatbot service: what is the best channel to use?
- 5 reasons to invest in AI chatbot in your capture and retention.
Another essential aspect for the development of chatbot It will be the language, which is a key part of the success of the digital tool.
Personalizing the language used by chatbots, adapting it to users' profiles and preferences, has proven to be an effective strategy for increasing student engagement and satisfaction. Through data analysis and continuous learning, chatbots can adjust their tone, vocabulary, and communication style, providing more natural interactions aligned with student expectations.
And if you are thinking that any employee will be able to write dialogue for a chatbot, you are wrong.
The professional will need to know text production techniques with a focus on marketing and sales. Furthermore, it is necessary to prepare the conversation based on oral communication, that is, on how people really speak and think.
In addition to marketing and sales skills, conversation designers must be aware of ethical issues related to the use of AI, such as user data privacy and transparency in automated interactions. Ensuring that chatbots operate ethically and responsibly is crucial to maintaining the trust of students and the educational community.
Furthermore, psychology, which is another pillar of this technique, must be present, as people do not like talking to robots.
Therefore, the designer must think about how a dialogue between humans actually happens, in order to ensure that users have natural and similar conversations to those that they would have with other people.
In reality, people like to have someone who cares about their problems, who seeks to solve them and who is really listening, a role that will be played by the work of the conversation designer.
Image: Example of an educational chatbot assisting students with the registration and enrollment process via cell phone.
How to use chatbot strategically for your business?
When creating a dialog box for an educational institution's website or social network, the designer will need to understand what its purpose will be and which people and departments will be involved in the conversations.
As the designer's main objective is to make chat technology meet the real needs of users by building relevant dialogues for people, he must already know the people from the company.
With this information about the company's objectives with the creation of chatbot, It is Together with the fictional profiles of your customers (the personas), the conversation designer will be able to create dialogues that will allow a good connection between the artificial brain and the human brain.
When all these aspects are incorporated into the dialog box creation project, the chances of increasing your users' engagement with your brand are great. And if that happens, they can become spokespersons for it.
Thus, users will have their demands met, and even predicted via chat, as the developer will use psychology to predict how users may be feeling.feeling during the conversation.
Therefore, it became clear that the chat dialogue could happen with a potential customer, that is, the tool will promote attracting new students.
And as the conversation can also be had with a current client, the chatbot can help you with student retention.
Currently, there's a growing trend toward the use of emotionally intelligent chatbots, capable of recognizing and responding appropriately to users' emotions. In the educational context, this capability is particularly valuable, as it allows them to provide emotional support to students, identify signs of demotivation or stress, and proactively intervene to improve well-being and academic performance.
Therefore, colleges need to invest in professionals who work as conversation designers, in order to improve their marketing strategy with efficient dialogues in chats.
To become relevant in the area of Education, customer relationships become essential. Therefore, all communication channels with the same must be prioritized in the educational institution's marketing strategies.
Summary: To remain relevant in educational marketing, institutions must invest in technology and the strategic role of the conversation designer. This professional crafts humanized chatbot dialogues, integrating AI, CRM, and academic platforms to enhance both student recruitment and retention through personalized, effective interactions.
If you are interested in knowing more about how the chatbot and the role of the conversation designer, 4RevOps has professionals qualified by the Conversation Academy in Amsterdam in the Netherlands, who are already working as trainers in the educational market.
Educational chatbots: what you need to know about conversation designers
What is a conversation designer?
It’s the professional who creates the dialogues that occur in chatbots and chat boxes, ensuring that user interaction is natural, effective, and personalized.
Why does education need a conversation designer?
Because the education sector must keep up with technology trends. The designer creates humanized interactions, helping institutions attract and retain students through more empathetic and useful experiences.
What are the essential skills for a conversation designer?
Empathy, active listening, mastery of natural language, knowledge of marketing and sales, and familiarity with AI and data analysis. Understanding psychology and digital ethics is also important.
How do chatbots impact the student journey?
They streamline enrollment, provide continuous support, send notifications, and offer personalized service — all of which enhance the student experience and engagement.
Does the chatbot’s language influence outcomes?
Yes. Adapting vocabulary and tone to user profiles increases satisfaction, making the conversation more fluid and closer to real human language.
What is the designer’s role in the educational marketing strategy?
They transform technology into a connection tool with the public, integrating chatbots into institutional strategies to improve engagement, lead generation, and student retention.
Portugal