Shaping the Future of Customer Experience with AI

• Meet the Minds Behind CX

  Step into rare conversations with the visionaries who shaped CX. Their insights reveal not just where CX has been — but where it must go in the age of AI.

• Reveal Industry-Shaping Insights

  Unveil the latest trends, benchmarks, and impacts across sectors — a mirror of how CX is reshaping business growth in Vietnam and Southeast Asia.

• Celebrate a Milestone in AI

  Join the milestone launch of the first book on Agentic AI. Beyond a publication, it’s a roadmap for businesses become more human, empathetic, and future-ready.

• Experience AI Agents in Action

  Experience real showcases — from Hoàng Hà Mobile to ZUS Coffee, Friendship Cakes, and Gohub — where AI Agents scale trust and efficiency with Filum.ai.

• 

  Mr. Bruce Temkin

  Temkinsight - Chief Humanity Catalyst

  • Widely recognized as the “Godfather of Customer Experience”.
  • Helped define the fields of CX, EX, and XM; co-founded CXPA and led the Qualtrics XM Institute.

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  Widely recognized as the “Godfather of Customer Experience”.

  Helped define the fields of CX, EX, and XM; co-founded CXPA and led the Qualtrics XM Institute.

  Renowned for simplifying complexity and guiding leaders through disruption and transformation.

  His work bridges behavioral science, disruptive technologies, and organizational culture to deliver sustainable, human-centric results.

  Founder of Temkinsight and publisher of the Humanity at Scale newsletter.

  Host of the Humanity at Scale: Redefining Leadership podcast, spotlighting bold leadership thinkers.

  Advocate for empathy, purpose, and trust as the foundation of sustainable leadership.

• 

  Mr. Greg Melia

  CEO - CXPA Global

  • Chief Member Relations & Strategy Officer at ASAE.
  • Director at the U.S. Chamber of Commerce’s Institute for Organization Management.

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  Greg Melia, CAE, is the Chief Member Relations and Strategy Development Officer for ASAE – The Center for Association Leadership.

  With a strong background in nonprofit leadership development, Greg combines academic excellence — with degrees from William & Mary, the London School of Economics, and SUNY — and professional recognition, having earned the CAE credential in 2004 and being named a “Young & Aspiring Association Professional” by Association TRENDS in 2009.

  Previously, Greg served as Director at the U.S. Chamber of Commerce’s Institute for Organization Management, consulted on organizational development for the U.S. Environmental Protection Agency, and was part of the inaugural team at the Ritz-Carlton, Pentagon City.

• 

  Dr. Francis Goh, CCXP

  Vice President AI & Data Innovation - NTT Data

  • Former Digital Innovation Leader in Amazon Web Services (AWS), and Bain & Company advisor.
  • Proven driver of breakthrough models, growth, and customer success across Asia Pacific.

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  Francis Goh brings over two decades of expertise in digital innovation, AI, and customer experience, making him a trusted advisor for business leaders navigating complex transformation.

  As a Digital Innovation Leader at Amazon Web Services, Francis spearheaded engagements with key clients across Asia Pacific, delivering solutions that consistently enhanced business performance and customer satisfaction.

  His leadership track record spans Bain & Company, Mercer, Microsoft, HP, and other global firms — where he built high-performance teams and led strategies that drove sustainable growth and profitability.

  He has successfully guided executives in industries from finance to technology to embrace innovation and AI-driven transformation.

• 

  Mr. Duc Hoang, XMP, CCXP, CCX

  CXPA Asia Leadership Council

  • 20 years of diverse experience in Total Quality Management and CX Management.
  • 1st Vietnamese recognized as Top 8 CX Leaders Impacting Organizations 2023 by CXPA, and CX Innovator of the Year 2025 by WFIS Vietnam Awards.

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  20 years of diverse experience in Total Quality Management and CX Management, consulted and trained numerous brands and individuals across industries such as Telecom, Finance & Insurance, Retail, Technology, and Services.

  1st Asian to hold all three global certifications: XMP, CCXP, CCX.

  1st Vietnamese recognized as the Top 8 CX Leaders Impacting Organizations in 2023 by CXPA.

  The winner of "CX Innovator of the Year" at WFIS Vietnam 2025 Awards.

  A judge for the ICXA - the International CX Awards 2023, 2024 and 2025.

  Currently he is a Head of Experience Management & Process Optimization at MSB Bank, and also a member of CXPA Asia Regional Leadership Council.

• 

  Dr. Hung Tran

  Founder & CEO - AI for Vietnam

  • 20+ years of experience in AI research, innovation, and application.
  • Founder of Got It and STEAM for Vietnam; Ph.D. in Computer Science, University of Iowa.

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  Pioneer in technology and artificial intelligence with 20+ years of experience in research, product innovation, and startup leadership.Founder & CEO of AI for Vietnam, empowering startups to strengthen their technology and build competitive market-leading products.

  Founder & Chairman of Got It, a Silicon Valley tech startup that successfully raised $25M USD.

  Founder of STEAM for Vietnam, an educational initiative nurturing the next generation of innovators.

  AI Product Advisor at Filum.ai, advancing the adoption of practical AI in business.Holds a Ph.D. in Computer Science from the University of Iowa, USA.

  Recognized as both a Silicon Valley entrepreneur and a leading voice in AI-driven innovation.

• 

  Mr. Phap Trinh

  Master Trainer - PLC

  • Certified by Ron Kaufman - #1 Guru in Customer Experience 8 times in a row (2018 - 2025)
  • Former Retail Channel Manager at Apple South Asia (Singapore).

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  Mr. Phap Trinh is a certified Customer Experience expert trained by Ron Kaufman, ranked the #1 Global CX Guru 8 times in a row (2018–2025).

  He is also the exclusive Authorized Delivery Partner of Uplifting Service in Vietnam, bringing world-class service transformation methodologies into the local market.

  Former Retail Channel Manager at Apple South Asia (Singapore).

  Former Head of Sales Capability Training & Regional Sales Manager at Beiersdorf.

  Former National Sales Training Director & Sales Audit Manager (100+ staff) at THP Group.

  With extensive experience in service excellence and CX implementation, Mr. Phap Trinh has partnered with leading Vietnamese enterprises, including 30Shine, Vua Nệm, Vietnam Airlines, Đất Xanh Group, and Vingroup Group and its subsidiaries.

  Gold Certified – Les Brown Team Achievement (USA).

  3× Training Best Practices Award Winner – Southeast Asia.

  Selected from 250+ candidates to train in Thailand and return to Vietnam as Manager of the first KFC store, leading a team of 70+ staff.

• 

  Ms. Thuong Le

  General Deputy Director - SOI.Pro

  • Recognized as one of Vietnam’s leading female CX experts.
  • Holds a Master’s in Customer Experience Management (Michigan State University, USA).

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  Ms. Thương Lê is among Vietnam’s most prominent female leaders in Customer Experience (CX). With her strong academic background and leadership experience, Ms. Thương has become a driving force in shaping CX innovation and empowering businesses to deliver world-class experiences.

  She currently serves as President of XMGlobal Collaborative Vietnam

  General Deputy Director of SOI.Pro, playing a pivotal role in advancing CX practices nationwide.

  She holds a Master’s degree in Customer Experience Management from Michigan State University (USA)

  She is an Honorary Member of the BGS Global Honor Society, a prestigious global network in business and management.

  She is also one of the very few Vietnamese female leaders to serve on the Executive Board of MSPA Asia Pacific, an international association dedicated to elevating service and customer experience standards.

• 

  Ms. Hang Nguyen, CCXP, CCX

  CXPA Asia Leadership Council

  • Over two decades of expertise in the financial services sector, where she has built and led CX functions such as: Techcombank, MB Shinsei, ACB, VIB,...
  • Among the few certified CCXP professionals in Vietnam and is recognized as a CX Practitioner by Bain & Company.

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  Thanh Hang Nguyen, CCXP, CCX, is a seasoned Customer Experience (CX) leader with over two decades of expertise in the financial services sector, where she has built and led CX functions that transformed strategy into operational capability.

  She has held key leadership positions including Senior Director of Customer Experience at Techcombank, Head of Customer Experience at MB Shinsei, Head of Customer Experience at ACB, as well as senior marketing roles at ACB and VIB.

  Beyond the corporate arena, Hang is an active educator and trainer, delivering CX programs for professionals and organizations across a wide range of industries.

  She is also a global member of the Customer Experience Professionals Association (CXPA) and currently represents Vietnam on the CXPA Asia Leadership Council.

  She is among the few certified CCXP professionals in Vietnam and is recognized as a CX Practitioner by Bain & Company.

• 

  Mr. Trung Truong

  COO - SoBanHang (Finan)

  • Over 3+ years of C-suite experience spanning Vietnam's fastest-growing sectors: fintech, electric vehicles, cosmetics retail.
  • Former Deputy CEO at HSV Group, Former Business Finanical Director at Vinfast.

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  Chief Operating Officer at SoBanHang (Finan Pte Ltd) - Leading Vietnam's #1 SME neobank serving 650,000+ businesses with $3+ billion in annual transactions and 4.8-star rating from 60,000+ users.

  Deputy Chief Executive Officer at HSV Group - Drove business strategy for Vietnam's largest cosmetic retailer (120+ stores, 650+ employees, 384 billion VND revenue) achieving 47% gross profit margin - 3x higher than industry average.

  Business Financial Director at VinFast - Managed comprehensive financial strategy including sale schemes, pricing models, dealership development, and car leasing solutions during Vietnam's leading EV manufacturer's global expansion and NASDAQ listing.

  Over 3+ years of C-suite experience spanning Vietnam's fastest-growing sectors: neobanking/fintech, electric vehicles, cosmetics retail, serving 1M+ customers with proven track record in strategy deployment, financial services innovation, and sustainable business model development.

• 

  Mr. Vien Tran

  CEO & Co-Founder - Filum.ai

  • Over 10 years of experience in SaaS for small and medium enterprises in Vietnam.
  • Co-Founder of Base.vn and former Regional Director at Haravan.com.

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  Vien Tran brings over a decade of experience in SaaS and digital transformation for small and medium enterprises in Vietnam.

  He is the Co-Founder and former Southern Director of Base.vn, one of Vietnam’s most trusted management platforms adopted by more than 10,000 businesses.

  He also served as Regional Director at Haravan.com

  Earlier as Sales Director at Vatgia.com, where he helped scale leading technology solutions for Vietnamese enterprises.

  With his extensive background, Vien has played a pivotal role in shaping Vietnam’s SaaS ecosystem, empowering businesses to modernize operations, scale sustainably, and embrace the future of digital management.

• 

  Ms. Hien Tran

  Deputy Director - Vietnam Airlines

  • Over 25 years of leadership in commercial growth, international expansion, and digital transformation for Vietnam’s national carrier.
  • Holds an MBA from La Trobe University, Australia.

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  An accomplished Deputy Director at Vietnam Airlines, bringing over 25 years of leadership in commercial growth, international expansion, and digital transformation for Vietnam’s national carrier.

  Former General Manager for Singapore, where she elevated the Vietnam Airlines brand, drove major partnerships, and led the Southeast Asia operations to surpass ambitious targets for revenue and customer service.

  A true innovator, she has spearheaded breakthrough initiatives in e-commerce and digital platform development, transforming customer experience and operational efficiency for millions of travelers.

  Architect of the acclaimed Lotusmiles loyalty program, leaving a lasting impact through strategic engagement and dedicated care for premium members.

  Global leadership mindset—built and managed collaborative sales networks and commercial partnerships across Europe, North America, and Asia, contributing to Vietnam Airlines’ strong presence in international markets.

  Holds an MBA from La Trobe University, Australia, graduating with Dean’s honors and a focus on business strategy and marketing.

• 

  Ms. Hue Nguyen

  Senior General Manager - Aeon Viet Nam

  • Sole Vietnamese woman in AEON Vietnam's Member Council, driving strategic initiatives and contributing to local communities.
  • Passionate about talent development and growth in strategic HR management.

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  Senior General Manager – People & Brand Strategy, Corporate & Supplier Quality

  Management of AEON Vietnam.

  Mrs. Ngoc Hue joined AEON Vietnam in 2013 to prepare the launching of the first AEON

  Shopping Mall in Vietnam. Beginning her career in Strategic HR Management, she has always been passionate about talent development and growth. As AEON Vietnam expanded nationwide, she broadened her expertise, previously leading Corporate Communications, Corporate Sustainability, and External Affairs until 2024.

  Currently serving as Senior General Manager, she oversees People & Brand Strategy, Corporate & Supplier Quality Management, ensuring excellence in organizational development, brand positioning, and operational quality. She is dedicated to strengthening AEON Vietnam’s reputation as both an Excellence Brand and the Best Place to Work in Vietnam.

  Mrs. Hue is also the sole Vietnamese woman in AEON Vietnam's Member Council, driving

  strategic initiatives aligned with AEON’s core philosophy: pursuing peace, respecting humanity, and contributing to local communities, always with customers point of views as its core.

  Furthermore, in alignment with AEON Group's future vision—"Creating a future lifestyle that brings a smile to everyone"—Mrs. Ngoc Hue has continuously contributed her efforts to fulfilling AEON Vietnam’s strategy: accelerating investment in Vietnam to foster a sustainable and prosperous life for the communities we serve through our retail business.

• 

  Mr. Tommy Nguyen

  Senior Digital Transformation Manager - Heineken Vietnam

  • PMP® Certified Digital Transformation Leader with proven expertise in AI, Blockchain, Supply Chain Optimization across Vietnam's FMCG sector.
  • Master's in Industrial System Engineering - Supply Chain, Bachelor's in Business Administration, and Bachelor's in Chemistry.

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  PMP® Certified Digital Transformation Leader with proven expertise in AI, Blockchain, Supply Chain Optimization, and Route-to-Consumer strategies across Vietnam's FMCG sector.

  Led development of innovative B2B2C platforms connecting consumers and customers, managed product budgets, and drove P&L accountability for digital transformation initiatives.

  Oversaw Unified Commercial Application development consolidating all Trade Marketing and Commercial activities into a single platform.

  Developed comprehensive Digital Ecosystem with centralized transaction systems powered by eCommerce, implementing B2B2C models in Grocery and F&B sectors.

  Delivered End-to-End Supply Chain training courses, establishing expertise in logistics education and industry best practices.

  Achieved zero inventory implementation for HCM distributors, optimized secondary routing, and received "Best Employee of the Year - Holland Award".

  Master's in Industrial System Engineering - Supply Chain (International University VNU HCMC), Bachelor's in Business Administration, and Bachelor's in Chemistry.

  Featured speaker at technology and logistics conferences, mentor at Menteelogy platform, and regular presenter on Omni-Channel trends and digital transformation.

• 

  Mr. Larry Tan, CCXP

  Chief Product Officer - Alltitude Advisory

  • Certified Customer Experience Professional (CCXP) with deep expertise in transforming customer experience through technology-driven solutions.
  • Leads the design and launch of innovative, AI-powered enterprise digital customer experience solutions.

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  Certified Customer Experience Professional (CCXP) with deep expertise in transforming customer experience through technology-driven solutions.

  Leads the design and launch of innovative, AI-powered enterprise digital customer experience solutions, overseeing software project management and IT strategy.

  Senior Solution Architect, Enterprise CCM at Burgeon Bricks Pte Ltd (2021–2023): Spearheaded Customer Communication Management (CCM) solutions for enterprise clients, optimizing the use of Quadrent CCM suites to enhance customer engagement and business processes.

  Head of Digital Learning at Vanguard Learning Lab Pte Ltd: Led global go-to-market initiatives for MBA and DBA programs, developed customized Learning Management Systems (LMS) for senior executives, with expertise in digital marketing and customer relationship management (CRM).

  Founder of Respire: Provided leadership in customized enterprise software development, delivering high-quality, client-focused solutions in project management and digital marketing.

  Director Consultant at BNI Singapore (2014–2019): Empowered SMEs and leadership teams to launch BNI chapters, trained members in professional networking, referral marketing, and customer relationship management.

  Proven track record in leading cross-functional teams in software development, customer experience optimization, and business transformation across Asia-Pacific.

  Known for blending technology leadership with certified CX expertise to create customer-centric digital solutions, driving impactful business outcomes.

• 

  Mr. Stuart Weddle, CCXP

  Council Member - CXPA Asia

  • Actively contributes to global CX conversations, serves as a mentor, and is a frequent speaker at customer experience conferences and academic forums.
  • Expertise in service journey design, customer operations, CX metrics, and integration of CX practices in diverse industries.

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  Holds the COPC Service Journey Thinking certification and the internationally recognized CCXP designation from CXPA.

  PMP-certified professional skilled in program delivery and large-scale CX transformation initiatives.

  Serves as a senior leader at XMGlobal Collaborative, driving CX strategy and client operations; member of the CXPA Asia Regional Council, representing Thailand on the Academic and Research Sub-Committee.

  Actively contributes to global CX conversations, serves as a mentor, and is a frequent speaker at customer experience conferences and academic forums.

  Based in Bangkok, with extensive operational experience leading teams and initiatives in Southeast Asia and Greater China markets.

  Expertise in service journey design, customer operations, CX metrics, and integration of CX practices in diverse industries.

  Frequently cited in CX thought leadership forums and recognized for advancing CX standards and methodologies.

• 

  Mr. Hiep Nguyen

  Co-founder & CTO - Filum AI

  • Over 5 years as a Software Engineer at tech startups.
  • Co-founder & CTO, Filum.ai.
  • Top 5 AI Talent in Vietnam - AI Awards 2025 by VnExpress.

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  Hiep Nguyen Hoang has more than five years in artificial intelligence and software development at leading technology companies.

  He is co-founder and CTO of Filum.ai — one of the first AI Agent platforms in Vietnam — where he leads engineering and product directly.

  He was previously engineering lead at Got It, helping build EdTech products that reached an international audience.

  Before that he was engineering lead on community projects with real reach, including the "Giúp Tôi!" app during the Covid-19 response and the non-profit STEAM for Vietnam.

  He was recently named one of the "Top 5 Vietnamese AI Talents" at the VnExpress AI Awards 2025.

  On that engineering foundation, Hiep is helping shape the AI Agent ecosystem in Vietnam — modernising how businesses operate, building customer loyalty, and growing durably.

Agenda

Event photos

Info Hub

Getting there

The Mett Tower,

15 Tran Bach Dang, An Khanh Ward, Ho Chi Minh City

Source: Original event page on filum.ai