Technology, empathy, and multichannel strategy. Nethex’s vision of Customer Experience in the words of Pierpaolo Benedetti, Operations Director at Nethex.
Pierpaolo Benedetti is the Operations Director at Nethex Care, the branch of the Nethex Group entirely dedicated to customer experience. A role he has held for several years, following a long career within the company. “I joined Nethex in 2010, at the very beginning of the project. Over the years, I’ve held various operational and managerial roles, eventually becoming Operations Director. I’ve been working in the customer care industry since 2000 and have witnessed all its evolutionary phases—both organizational and technological.”
How has the concept of customer experience evolved in recent years?
“In recent years, we’ve seen the rise of new technologies presented as revolutionary. However, one thing remains constant: the need for empathy. Customers aren’t just looking for a solution—they want to be understood. The human connection remains essential. That’s what truly makes the difference in customer experience.”
What strategy has Nethex Care adopted to meet these new challenges?
“Nethex has chosen to integrate technology as an enabler, not a replacement. We see artificial intelligence as a way to enhance ou
“Nethex has chosen to integrate technology as an enabler, not a replacement. We see artificial intelligence as a way to enhance our operators: it provides real-time suggestions and handles the simpler requests, leaving the more complex, empathy-driven interactions to humans.”
How does technology improve operators’ work?
“Our AI tools support operators by allowing them to focus on relationships rather than searching for answers. This improves service quality and encourages reskilling: operators are now handling more complex, second-level issues, while automation manages repetitive tasks.”
Which sectors are benefiting most from this approach?
“A clear example is the private pension sector, where we have extensive experience. We’ve developed a smart chatbot to handle FAQs—carefully designed to avoid processing sensitive data. Meanwhile, our operators are equipped with advanced tools, enabling them to focus on more complex and delicate issues.”
How did you train your AI in such a sensitive sector?
“We built a dedicated LLM (Large Language Model) specifically for the pension industry. The hardest part wasn’t just teaching the AI what to say—but what not to say. We meticulously defined the limits of its responses, ensuring the system avoids giving incorrect or misleading information, even if that means not responding at all.”
How does the human role change in this new balance?
“AI doesn’t run itself. You need skilled professionals to define its boundaries, train it, monitor it, and adjust it. The real challenge isn’t automation—it’s AI governance. That’s where Nethex is investing: in developing professionals who can lead innovation, not just follow it.”
Beyond technology, what other elements is Nethex Care focusing on to enhance user experience?
singly connected, but also increasingly diverse. We provide assistance not only in Italian, but also in Chinese, Arabic, Romanian, and other languages, to ensure even the most complex requests are handled clearly and effectively.”
What does it mean for Nethex to offer true multichannel service?
“It means delivering the same high-quality service across all channels: phone, chat, WhatsApp, email, social media. For customers, the communication method doesn’t matter anymore. And the same goes for our operators, who are trained to provide consistent, effective support on any platform. That’s one of our greatest strengths.”
How do you envision the future of customer experience?
“I believe the future lies in a balanced fusion of technology and humanity. AI helps us move faster—but only humans can truly understand people’s deeper needs. Our goal is clear: to build a customer experience that is increasingly personalized, accessible, and human—even in an ever more digital world.”
