Management Seminar: Applying AI in Customer Experience Management (CXM)

AI is rapidly moving beyond its role as an operational optimisation tool to become a strategic lever that helps businesses understand customers more deeply, personalise experiences at scale, and enhance the quality of interactions.

But the smarter AI becomes, does customer experience actually improve? How can businesses keep AI from turning Customer Experience into automated, emotionless interactions? And how do businesses need to shift their mindset and operations to truly put the customer at the centre?

These questions will be explored at the September Management Seminar – a space dedicated to updating knowledge, sharing perspectives, and connecting members of the FSB community.

At the heart of the program is Assoc. Prof. Dr Nguyen Thu Hang – Director of the PhD Program in Marketing, Michigan State University (MSU – USA). Drawing on her academic perspective and international experience, she will lead the Keynote session, opening with an overview of AI and the future of Customer Experience Management.

Following the Keynote are 3 in-depth Breakout Sessions, where real-world challenges in AI and CXM will be explored and addressed from multiple perspectives by experienced speakers.

Event Information:

Time: 08:30 – 11:00 | Saturday, September 12, 2026

Format: Online via Zoom – Keynote & 3 Breakout Sessions

Audience: FSB students, Alumni, and Managers

Registration deadline: 17:00 | September 9, 2026

Register here: https://forms.gle/QBjpkM3nRFjwkSQs6

Organizing Committee Contact: Ms. Le Thanh – Email: thanhlt78@fe.edu.vn=