INNOVATION IN ADMINISTRATIVE SERVICES IN HEIS: A THEORETICAL REFLECTION ON THE USE OF EMERGING TECHNOLOGIES

The study researches innovation in administrative services within the scope of Higher Education Institutions (HEIs), through theoretical reflection on the use of emerging technologies in customer service in the area of organizational strategic planning for greater efficiency and satisfaction. The problem of the benefits and impact of the use of these technologies in HEIs and their contribution to an International Congress (IC). The interest was in knowing if the company, by investing in systematized, integrated processes, with advanced technologies, will have strategic planning, operational activities and decisions, more efficient, safe and assertive. Objective to promote that emerging technologies in the production process of HEIs are on the path to global pacification. Method of brief theoretical review that deepens discussions corresponding to the theme. The results of emerging CRM, chatbot and omnichannel technologies point to the following categories: a) benefits of centralized information, consolidated messaging, 24/7 service, personalization, integration with other tools, trend analysis and feedback; b) impacts of the identification risk of dropout, continuous improvement, recruitment and retention of students, end of queues, access to the visually impaired, hearing or foreigners, unified communication in different channels; c) contribution to the IC by presenting an inclusive, equitable and effective  educational environment with voice recognition, translation and screen reading, history and tracking of interactions, in particular, media monitoring