{"id":3172,"date":"2026-09-24T07:44:29","date_gmt":"2026-09-24T07:44:29","guid":{"rendered":"https:\/\/bschool.nus.edu.sg\/phd\/?page_id=3172"},"modified":"2026-09-24T07:49:16","modified_gmt":"2026-09-24T07:49:16","slug":"turns-into-leads-lead-aware-preference-optimization-for-llm-customer-service-automation","status":"publish","type":"page","link":"https:\/\/bschool.nus.edu.sg\/phd\/turns-into-leads-lead-aware-preference-optimization-for-llm-customer-service-automation\/","title":{"rendered":"\u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d"},"content":{"rendered":"\n<meta charset=\"UTF-8\">\n<meta name=\"viewport\" content=\"width=device-width, initial-scale=1.0\">\n<title>Guo Yuxin \u2014 Marketing Dynamics Conference 2026<\/title>\n<style>\n  :root{\n    --navy:#0c1f3f; --gold:#b3893f; --cream:#f7f6f2; --paper:#ffffff;\n    --ink:#1c2430; --slate:#5b6472; --rule:#e3ded0;\n  }\n  *{box-sizing:border-box;}\n  body{margin:0; background:var(--paper); color:var(--ink); font-family:Georgia,'Times New Roman',serif;}\n  .wrap{max-width:760px; margin:0 auto; padding:0 28px;}\n \n  header.site{background:var(--navy); color:#eef1f6; padding:14px 0;}\n  header.site .wrap{max-width:1040px; display:flex; align-items:center; justify-content:space-between;}\n  .brand{font-family:Arial,Helvetica,sans-serif; font-weight:700; font-size:13px; letter-spacing:.3px;}\n  .brand small{display:block; font-weight:400; color:#a9b6cc; font-size:11px; margin-top:2px;}\n  nav.crumbs{font-family:Arial,Helvetica,sans-serif; font-size:11.5px; color:#9fadc4;}\n  nav.crumbs a{color:#c9d3e4; text-decoration:none;}\n  nav.crumbs a:hover{color:#fff;}\n \n  .breadcrumb{\n    max-width:1040px; margin:0 auto; padding:14px 28px 0;\n    font-family:Arial,Helvetica,sans-serif; font-size:12px; color:var(--slate);\n  }\n  .breadcrumb a{color:var(--slate); text-decoration:none;}\n  .breadcrumb a:hover{color:var(--navy);}\n \n  .article-head{padding:22px 0 6px;}\n  .article-head .dept{\n    font-family:Arial,Helvetica,sans-serif; 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color:var(--ink); margin:0 0 22px;}\n  .article-body p strong{color:var(--navy);}\n \n  .stops{\n    background:var(--cream); border-left:3px solid var(--gold);\n    padding:22px 26px; margin:0 0 26px;\n  }\n  .stops h2{\n    font-family:Arial,Helvetica,sans-serif; font-weight:700; font-size:11.5px;\n    letter-spacing:.5px; text-transform:uppercase; color:var(--navy); margin:0 0 14px;\n  }\n  .stops ol{margin:0; padding-left:20px;}\n  .stops li{\n    font-family:Arial,Helvetica,sans-serif; font-size:14px; line-height:1.5;\n    color:var(--ink); margin-bottom:10px;\n  }\n  .stops li:last-child{margin-bottom:0;}\n  .stops li b{color:var(--navy);}\n  .stops li span{color:var(--slate); display:block; font-size:12.5px; margin-top:2px;}\n \n  footer{\n    margin-top:20px; border-top:1px solid var(--rule); padding:26px 0 50px;\n    font-family:Arial,Helvetica,sans-serif; font-size:12px; color:var(--slate);\n  }\n  footer .wrap{max-width:1040px;}\n<\/style>\n\n \n<div class=\"breadcrumb\">\n  <a href=\"#\">PhD<\/a> &nbsp;\/&nbsp; <a href=\"#\">Meet the Students<\/a> &nbsp;\/&nbsp; <a href=\"#\">Conference Trips<\/a> &nbsp;\/&nbsp; Guo Yuxin\n<\/div>\n \n<div class=\"wrap\">\n \n  <div class=\"article-head\">\n    <p class=\"dept\">Department of Marketing<\/p>\n    <h1>\u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d<\/h1>\n    <p class=\"dek\">A short report from Guo Yuxin on presenting her research project across three European marketing conferences.<\/p>\n    <p class=\"meta\">Marketing Dynamics Conference 2026 &nbsp;\u00b7&nbsp; TPM26 &nbsp;\u00b7&nbsp; 2026 ISMS Marketing Science Conference<\/p>\n  <\/div>\n \n  <figure class=\"hero-photo\">\n    <img decoding=\"async\" src=\"http:\/\/bschool.nus.edu.sg\/phd\/wp-content\/uploads\/sites\/10\/2026\/09\/Guo-Yuxin-MDC.jpg\" alt=\"Guo Yuxin networking with fellow researchers at a conference session\">\n    <figcaption>Guo Yuxin connecting with fellow researchers during the conference circuit.<\/figcaption>\n  <\/figure>\n \n  <div class=\"article-body\">\n \n    <p>Over three weeks in May and June 2026, I presented my research project across three major European marketing conferences: the <strong>Marketing Dynamics Conference<\/strong> in Paris (26\u201328 May), <strong>TPM26<\/strong> in Barcelona (6\u20138 June), and the <strong>2026 ISMS Marketing Science Conference<\/strong> in Lisbon (11\u201313 June). Presenting the same paper to three distinct audiences in quick succession was an unusually efficient way to stress-test the work.<\/p>\n \n    <p>The paper, \u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation,\u201d is coauthored with my advisor, <strong>Prof. Yuting Zhu<\/strong>, and <strong>Prof. Keyan Li<\/strong> of the University of Notre Dame.<\/p>\n \n    <p>Presenting three times over three weeks also meant I could incorporate feedback from the first session into the second, and from the second into the third \u2014 by Lisbon, the framing of the paper&#8217;s contribution was noticeably sharper than when I left Singapore. The trip was as much about refining the paper in real time as it was about visibility.<\/p>\n \n  <\/div>\n \n  <div class=\"stops\">\n    <h2>Conference Circuit<\/h2>\n    <ol>\n      <li><b>Marketing Dynamics Conference 2026<\/b><span>Paris, France &nbsp;\u00b7&nbsp; 26\u201328 May 2026<\/span><\/li>\n      <li><b>TPM26<\/b><span>Barcelona, Spain &nbsp;\u00b7&nbsp; 6\u20138 June 2026<\/span><\/li>\n      <li><b>2026 ISMS Marketing Science Conference<\/b><span>Lisbon, Portugal &nbsp;\u00b7&nbsp; 11\u201313 June 2026<\/span><\/li>\n    <\/ol>\n  <\/div>\n \n<\/div>\n \n<footer><div class=\"wrap\">\n  NUS Business School, National University of Singapore &nbsp;\u00b7&nbsp; PhD Programme, Department of Marketing\n<\/div><\/footer>\n","protected":false},"excerpt":{"rendered":"<p>Guo Yuxin \u2014 Marketing Dynamics Conference 2026 PhD &nbsp;\/&nbsp; Meet the Students &nbsp;\/&nbsp; Conference Trips &nbsp;\/&nbsp; Guo Yuxin Department of Marketing \u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d A short report from Guo Yuxin on presenting her research project across three European marketing conferences. Marketing Dynamics Conference 2026 &nbsp;\u00b7&nbsp; TPM26 &nbsp;\u00b7&nbsp; [&hellip;]<\/p>\n","protected":false},"author":766,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3172","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d - PhD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bschool.nus.edu.sg\/phd\/turns-into-leads-lead-aware-preference-optimization-for-llm-customer-service-automation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d - PhD\" \/>\n<meta property=\"og:description\" content=\"Guo Yuxin \u2014 Marketing Dynamics Conference 2026 PhD &nbsp;\/&nbsp; Meet the Students &nbsp;\/&nbsp; Conference Trips &nbsp;\/&nbsp; Guo Yuxin Department of Marketing \u201cTurns Into Leads: Lead-Aware Preference Optimization for LLM Customer Service Automation\u201d A short report from Guo Yuxin on presenting her research project across three European marketing conferences. 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