WRITER: THE AU LIBRARY
Students from the Graduate School of Business and Advanced Technology Management at Assumption University of Thailand (AU), under the guidance of Dr. Sirichai Preudhikulpradab, Program Director of the Ph.D. in Hospitality and Tourism Management, took part in an insightful educational field trip to EmSphere, one of Bangkok’s premier retail destinations. The visit, hosted by The MALL Group Co., Ltd., offered students a unique opportunity to learn about customer experience management and development in the retail industry.
Led by industry experts, the field trip centered around two key objectives: providing students with a hands-on understanding of customer experience management and offering a chance to meet and engage with key leadership of The MALL Group in a dedicated Q&A session. The students had the privilege of meeting Panitta Srisa-ard, Deputy Managing Director of CEM & Corporate Protocol, and Sirinet Tumprayoth, Senior Manager of Corporate Protocol, who shared valuable insights into customer experience strategies and the innovative approaches employed by The MALL Group.
The day began with students gathering at Assumption University’s Hua Mak Campus and traveling to EmSphere via the Emporium Skywalk. Panitta Srisa-ard and her team warmly welcomed the students, offering an in-depth perspective on customer engagement, retail innovation, and the future of retail.
The highlight of the day was a guided tour of EmSphere, where students had the opportunity to observe customer experience management in action, guided by representatives from EmSphere who explained the intricacies of creating memorable customer journeys.
Ms. Sahar Qamar, an MBA HTM student, expressed her enthusiasm, stating:
"I really appreciate the unique learning opportunity this visit provided. I'm impressed by the management's vision and how they navigate various turning points. The team's attentiveness and commitment to innovation truly bring the Em District to life. The atmosphere and hospitality we experienced are a perfect example of outstanding customer engagement."
Dr. Sirichai Preudhikulpradab, reflecting on the field trip, remarked, "This experience allowed our students to witness the practical side of customer experience management, bridging the gap between theoretical knowledge and its real-world application in the dynamic retail industry."
The field trip was not only an academic experience but also a great networking opportunity for the students, who left with a deeper understanding of the retail industry and how customer experience plays a crucial role in business success.
