Pitfalls
The mistakes institutions make.
Asking too much before the conversation starts is the first. A pre-chat form demanding a student number, a date of birth and a course code turns an anxious applicant away; two fields is usually the honest maximum, and pre-chat form design explains what each additional field costs you.
The second is routing everything to one office. Admissions, the registry, IT support and financial aid answer genuinely different questions, and a single queue means whoever is on shift forwards half of it by hand. The third is leaving the AI assistant pointed at last year’s requirements after the new intake is published, which turns a helpful layer into a source of confident wrong answers.
Worth measuring across a full intake cycle rather than a month: the number of repeat questions per week, and whether the same question keeps arriving after you published the answer. If it does, the page is hard to find or hard to read, and no amount of chat coverage fixes that.