The chatbot artificial intelligence as the alternative customer services strategic to improve the customer relationship management in real-time responses

One of the primary problems in managing customer relationships is the limited comprehension of the client, requiring a comprehensive awareness of their traits and demands. Increasing the quality of customer service necessitates the implementation of transformative and innovative measures. The implementation of a WhatsApp-based artificial intelligence chatbot in academic services has the potential to increase efficiency and service quality. This is primarily attributed to the user-friendly nature of the platform and its integration with customer management systems. The study surveyed 400 students from various Universitas Sumatera Utara, representing eight different academic programs. The study employed a mixed-method approach to assess customer satisfaction resulting from the implementation of chatbots in academic file management. The analysis involved the use of partial questionnaire analysis using Smart PLS 4.0. The offering of consistent and accurate responses to inquiries and requests from clients and internal users will be ensured through the consistent delivery of services in implementing the AI chatbot. The findings indicated an 83.8% likelihood of customer pleasure, accompanied by a 75.3% likelihood of customer loyalty. The findings of the study provided empirical evidence that the chatbot's capacity to reduce service time significantly influenced the level of customer satisfaction.