Innovation in the Customer Service Process Through a Virtual Assistant for Website Users: A Case Study in Colombia

In an environment of accelerated digitalization, small and medium-sized enterprises (SMEs) in Latin America face the challenge of modernizing their processes to enhance competitiveness. Virtual assistants emerge as an innovative solution that optimizes customer service, reduces costs, and frees up resources, aligning with Sustainable Development Goals (SDGs) 9 and 12. The Corporación Educativa del Litoral in Barranquilla aims to design a virtual assistant to provide continuous support, address frequently asked questions, and enhance user experience. This approach not only strengthens relational marketing by facilitating more personalized interactions but also promotes inclusion and accessibility in education. The implementation of agile methodologies in its development ensures effective adaptation to user needs, contributing to the institution's sustainability and operational efficiency.