[CX Industry Voices] Interview with Giulio Castiglioni

What’s really shaping the future of customer experience?

That’s why we created the Top 100 CX Influencers in Europe — a handpicked selection of voices transforming how businesses connect with their customers and pushing the boundaries of what great CX looks like.

To go deeper, our CX Industry Voices series features in-depth interviews with standout experts from the list. We explore the big shifts in the industry, how leaders are creating more human experiences, and the practical advice they offer for companies ready to raise the bar.

In this interview, we’re excited to spotlight Giulio Castiglioni, Customer Care Director at Playtomic. From coaching football teams to building global support teams, Giulio has always been focused on one thing: helping people succeed. His approach to CX is clear, action-driven, and deeply human — even in a tech-first world.

We spoke with Giulio about his journey, why effort reduction beats over-engineered delight, and how to create meaningful, human customer experiences.

Let’s get into it.

I started out coaching youth football in Italy, where I discovered a passion for helping people grow. That passion eventually led me into tech, where I joined a startup in the sports industry. Although I began in sales, I quickly realized I was most energized when supporting customers after the sale.

From there, I focused on building scalable support processes, learning tools on my own, and leading by doing. Today, I lead a global team at Playtomic, still driven by the same goal: helping people succeed and creating real impact through customer experience.

For me, customer experience means making users feel safe. Safe in knowing their problem will be solved in the best possible way. And “best” can mean different things depending on the person, the context, and the culture.

At Playtomic, we operate globally but always strive to stay locally relevant. The challenge is to offer a consistent, high-quality service at scale while adapting our approach to fit each market. Customer experience is not just a support function for us. It is a core part of our strategy that influences product decisions, builds loyalty, and fuels sustainable growth.

We believe that a great customer experience starts by reducing effort. When someone reaches out, they can potentially choose between WhatsApp, chatbot, email, phone, or forms. But rather than making them figure it out on their own, we guide them toward the channel that fits their need and preference before they even ask.

By anticipating what works best for each situation and each person, we create a smoother and more human interaction. Even in a digital world, empathy, simplicity, and context-aware support make all the difference.

AI is clearly the most transformative trend shaping both the SaaS and B2C marketplace worlds. It is already a game changer, and its impact will only grow.

For customer care agents, AI is becoming a real-time assistant. It helps surface the right answers faster, reduces time spent navigating manuals or tools, and allows agents to focus more on the user’s needs rather than on internal complexity. This leads to a more personal, more efficient experience.

For end users, AI unlocks instant access to answers. It enables smooth self-service for a wide range of questions, without the need to escalate unless the situation truly requires it. The result is a faster, simpler journey and a better relationship with the brand.

In short, AI is not replacing the human touch. It is enhancing it, allowing us to deliver smarter support and connect more meaningfully when it matters most.

Stop trying to deliver a “wow” experience to every single user. That is often not what people want, and it requires an unsustainable amount of effort.

Instead, focus on reducing effort. Make it easy for users to get the right answer through the right channel, and ensure the information you provide is clear, relevant, and high quality. Simplicity with precision is what most users value the most.

At the same time, use every customer interaction as a source of insight. These conversations can fuel better product decisions, improve sales approaches, and support more effective marketing. Great CX is not just about solving problems, it is about helping the entire company grow.

Giulio Castiglioni shows that great experience isn’t always about “wowing” your users — but simply making their lives easier. His approach is a reminder that empathy and simplicity are still your best tools, especially when amplified by the right tech.

At Apizee, we believe in that same balance: human-first, tech-enabled. Our real-time visual engagement tools help teams connect with customers simply, securely, and effectively — with less effort, and more impact.

More inspiration:

👉 Explore the full Top 100 list here

You know a CX leader making a real impact in your field? Nominate them for the next edition of the Top 100 CX Influencers. Because the future of CX will be shaped by voices like Giulio’s.