{"id":14176,"date":"2026-09-16T15:03:54","date_gmt":"2026-09-16T08:03:54","guid":{"rendered":"https:\/\/fsb.edu.vn\/?p=14176"},"modified":"2026-09-16T16:25:03","modified_gmt":"2026-09-16T09:25:03","slug":"management-seminar-applying-ai-in-customer-experience-management-cxm-elevating-touchpoints-creating-competitive-advantage","status":"publish","type":"post","link":"https:\/\/fsb.edu.vn\/en\/management-seminar-applying-ai-in-customer-experience-management-cxm-elevating-touchpoints-creating-competitive-advantage.html","title":{"rendered":"Management Seminar \u201cApplying AI in Customer Experience Management (CXM)\u201d: Elevating Touchpoints, Creating Competitive Advantage"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>On the morning of September 12, 2026, the FPT School of Business &amp; Technology successfully organised the Management Seminar &#8220;Applying AI in Customer Experience Management (CXM)&#8221;. The event attracted the online participation of nearly 400 students, alumni, and business managers nationwide, affirming FSB&#8217;s pioneering position in connecting academic knowledge with practical capabilities in the digital era.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1491\" height=\"1055\" src=\"https:\/\/fsb.edu.vn\/wp-content\/uploads\/2026\/09\/1.png\" alt=\"\" class=\"wp-image-14165\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI is transforming how businesses manage customer experience<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the context of an unprecedentedly fast-paced digital economy, customer experience (CX) has become the core competitive advantage for every business. However, traditional management methods based on accumulated experience are increasingly showing their limits amid rapid market change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The seminar brought together prestigious speakers who are international consultants and business leaders emerging from FSB&#8217;s training programs. The combination of global standard knowledge and practical business challenges in Vietnam provided multi-dimensional, deep insights for the nearly 400 attending managers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Plenary Keynote Session: Shaping AI Mindset in Customer Experience Management<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Opening the seminar, Assoc. Prof. Dr Nguyen Thu Hang, Director of the Marketing PhD Program at Michigan State University (MSU, USA), delivered a keynote presentation titled: &#8220;Applying AI in Customer Experience Management (CXM)&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From the perspective of a strategic researcher, Assoc. Prof. Dr Nguyen Thu Hang unpacked the global picture of how multinational corporations reshape customer touchpoints using AI:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cCustomers are accepting AI as a part of their lives and talking to AI extensively every day. However, AI should not be applied across all stages of the customer journey\u2026 Touchpoints that require the human element must have humans present. AI forecasts behaviours with increasing sophistication, but the ultimate value of experience must remain deeply human.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The keynote presentation established a solid mindset foundation, helping FSB students and alumni resolve a core challenge: how to balance technological automation with genuine human emotion &#8211; the decisive factor for sustainable brand engagement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3 Parallel discussion sessions: From standard strategies to practical solutions<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Immediately following the plenary keynote, the seminar continued with three parallel thematic sessions, delving into specific business challenges:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Session 1: AI helps businesses understand customers deeper in CX<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1491\" height=\"1055\" src=\"https:\/\/fsb.edu.vn\/wp-content\/uploads\/2026\/09\/2.png\" alt=\"\" class=\"wp-image-14167\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the session titled &#8220;AI Helps Businesses Understand Customers Deeper in CX&#8221;, Dr Tran Phuong Lan, Chairwoman &amp; Principal Consultant at DXCon., JSC, Certified Customer Experience Professional (CCXP) &#8211; standardised CXM methodology frameworks according to global standards:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>&#8220;Data is not insight. We have vast amounts of data, but the meaning of that data, what it is telling us, is a different matter. Information and data are not lacking today; what is truly missing is insight, because information lies scattered across multiple unconnected sources. True insight emerges if and only if experience data (X-data) connects with operational &amp; behavioural data (O-data).&#8221;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The speaker analysed methods for leveraging unstructured omnichannel data to uncover hidden needs that traditional survey methods fail to reach, while proposing a practical roadmap to help small and medium-sized enterprises (SMEs) optimise operating costs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Session 2: From reactive to predictive and personalised<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1491\" height=\"1055\" src=\"https:\/\/fsb.edu.vn\/wp-content\/uploads\/2026\/09\/3.png\" alt=\"\" class=\"wp-image-14169\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In parallel, the session led by Mr Nguyen Hoc Vien, CEO of Zacor Vietnam Retail Academy, delivered sharp practical perspectives on shifting operating models from reactive to predictive and personalised. Emphasising that the essence of CX is managing customer expectations, Mr Vien affirmed that a problem-solving business mindset is the decisive factor, not chasing tools. Building and standardising internal data architecture is considered the core foundation, enabling businesses to combine AI with contextual data to proactively alert delay risks, forecast demand along product lifecycles, and execute service recovery when incidents occur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>&#8220;The most important thing when applying AI to customer experience is data&#8230; You must systemise, structure, and store data. After that, businesses can choose whichever AI suits them best, avoiding the FOMO of chasing tool providers&#8217; solutions.&#8221;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Session 3: From Human Assistance to AI Executing Work in CX<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1491\" height=\"1055\" src=\"https:\/\/fsb.edu.vn\/wp-content\/uploads\/2026\/09\/4.png\" alt=\"\" class=\"wp-image-14171\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From an infrastructure integration perspective in the third session, Mr Tran Doan Anh Quan, Technical Solution Architect from FPT Software, outlined a specific transformation path for integrating AI into existing ERP\/CRM systems. This roadmap ranges from turning AI into a workforce copilot to fully automated tasks. The speaker advised managers to build internal evaluation criteria based on speed, cost, accuracy, and security, rather than getting swept up by advertising metrics of large language models on the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Addressing the continuous wave of new large language models and tools, he offered advice on setting up custom benchmarks:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u201cAI delivers the greatest value when operating behind the system: predicting demand, optimising supply chains, and detecting issues before customers even realise them. The power of AI Agents lies in automation, but business safety relies on three guardrails: permission boundaries, handoff timing to humans, and clear accountability mechanisms. Successful AI implementation isn&#8217;t about handing all tasks to machines, but building a precise collaboration model: AI optimises data and tasks, while humans master decisions and humanistic values.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Closing Session: The intersection of knowledge and FSB leadership insight<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Following the lively breakout sessions, managers returned to the unified session moderated by Dr Dan Tuan Anh and the speakers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Q&amp;A session addressed direct business &#8220;pain points&#8221; regarding security, investment budgets, and workforce training. These practical concerns were addressed directly by the speakers and synthesised by Dr Dan Tuan Anh into key management principles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Data is the asset, AI is the engine:<\/strong> AI cannot operate independently without data. To enable AI to understand and optimise customer experiences at touchpoints, businesses must standardise and manage internal data sources before investing in expensive technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Start small, think big:<\/strong> Instead of mass deployment or FOMO after new models, businesses need to establish custom evaluation criteria to test AI at specific touchpoints with the highest impact.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Release energy to create emotion:<\/strong> The ultimate destination of CX remains human-to-human emotion. The essence of applying AI is processing data and automating processes faster, thereby freeing up time for humans to innovate freely, express empathy, and deliver humanistic value to customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>FSB connecting knowledge, expanding management capacity<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At FSB, academic activities for the student and alumni community serve not only as spaces for updating trends, but also as bridges connecting international knowledge, management experience, and real-world challenges occurring within Vietnamese enterprises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From AI and CXM to new shifts in management, FSB continues to expand learning and networking opportunities for the leadership community on their journey to continuously upgrade capabilities in a rapidly changing world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>FSB News<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On the morning of September 12, 2026, the FPT School of Business &amp; Technology successfully organised the Management Seminar &#8220;Applying AI in Customer Experience Management (CXM)&#8221;. The event attracted the online participation of nearly 400 students, alumni, and business managers nationwide, affirming FSB&#8217;s pioneering position in connecting academic knowledge with practical capabilities in the digital &#8230;<\/p>\n","protected":false},"author":4,"featured_media":14174,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[17],"tags":[],"class_list":["post-14176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fsb-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Management Seminar \u201cApplying AI in Customer Experience Management (CXM)\u201d: Elevating Touchpoints, Creating Competitive Advantage - FPT Education<\/title>\n<meta name=\"description\" content=\"On the morning of September 12, 2026, the FPT 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