HUMAN + AI: THE FORMULA SHAPING THE FUTURE OF CUSTOMER EXPERIENCE

At the AI session within the DCCI Summit 2026, Mr. Doan Thanh Tam - CTO of Viettel Customer Service (VCX) shared a compelling perspective on how AI is redefining Customer Experience (CX).

Moving beyond the simple narrative of "applying technology," the core question raised was: How should businesses redesign customer journeys when AI becomes an integral part of every interaction?

1. More AI Doesn’t Always Mean Better CX

One of the standout messages delivered by Mr. Tam was: “Heavy AI implementation does not inherently guarantee a better customer experience.”

This observation reflects a critical reality: while AI excels at accelerating processing speeds, scaling operations, and optimizing costs, CX is measured by more than just efficiency. Without balance, an over-reliance on automation can erode:

• Emotional resonance: The natural connection between humans.

• Empathy: The ability to understand the deeper nuances of customer psychology.

• Human touch: The core differentiator that creates a lasting bond with the brand.

2. From Automation to Collaboration

A key strategic shift highlighted at the summit was the transition from Automation to Collaboration (the partnership between humans and AI).

In the early stages, AI was primarily deployed for repetitive tasks to cut costs. However, as customer journeys become increasingly complex and context-rich, pure automation reaches its limits. The new trend is not about AI replacing humans, but AI empowering humans to perform better:

• AI: Rapidly processes structured tasks and analyzes Big Data.

• Humans: Handle situations requiring flexibility, deep understanding, and emotion-based decision-making.

This synergy ensures operational efficiency while maintaining emotional depth. In modern CX, trust and empathy remain the sustainable differentiators that technology alone cannot replicate.

3. The Human + AI Model and Integrated CX Ecosystem

From an operational standpoint, Mr. Doan Thanh Tam outlined three primary collaboration models:

• Assistive AI: AI directly supporting agents during customer interactions.

• Handoff Model: Seamless transitions between AI and human agents.

• Human-in-the-loop: Human oversight in critical decision-making processes.

Notably, at VCX (Viettel Customer Service), these models are not isolated. They are built upon an integrated CX ecosystem—a synchronized platform that connects:

• Omnichannel interactions & AI Assistants.

• Knowledge Management & Customer Data Analytics.

• Operations, HR, CRM, Brand Reputation, and Loyalty programs

4. Precision Meets Sensitivity

When integrated into a single ecosystem, AI provides speed and scale, while humans provide the depth and context for every interaction.

The future competitive advantage belongs to organizations that can harmonize AI’s processing power with human emotional intelligence. Each interaction will not only be faster but more meaningful.

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