Ep.18 - Scaling CX: Lessons from Netflix & Crunchyroll - Luciane Carrillo

Luciane Carrillo, Head of Customer Experience at Crunchyroll and former Netflix leader, joins the podcast to reflect on 13 years shaping CX at a global scale. She shares lessons from Netflix’s international expansion, how she's adapting them for Crunchyroll's anime-loving fanbase, and why cultural nuance, feedback, and empowerment are vital for modern CX leadership. From creating proactive CX teams to mentoring women through her Brava community, Luciane brings both strategic insight and heart to every touchpoint.

Guest Bio

Luciane is a trailblazer in customer experience, with over 15 years of expertise transforming how global brands connect with their audiences. At Netflix, she played a pivotal role in scaling customer experience strategies during the company’s groundbreaking global expansion, navigating cultural and operational challenges to deliver exceptional results.

Now leading CX transformation at Crunchyroll, a Sony Pictures subsidiary, Luciane is setting new standards by blending data-driven insights with empathetic leadership. Beyond her corporate work, she is the founder of Brava, a foundation dedicated to empowering and celebrating women.

Chapters

00:00 Introduction to Luciane Carrillo

01:37 What Crunchyroll is and how it differs from other streaming platforms

03:21 Comparing CX at Netflix vs. Crunchyroll

06:08 Reusing vs. reinventing the playbook in new orgs

09:44 Transferring soft skills and global mindset

10:37 Adapting Netflix’s culture of feedback at Crunchyroll

13:12 Navigating global teams and communication styles

16:43 How CX has evolved beyond support

19:27 Organizational structure to elevate CX impact

22:54 Building relationships with other teams

25:31 CX as a strategic foresight function

27:18 Designing for fans vs. users

30:59 Segmenting support based on culture and region

35:12 Balancing AI and human support in CX

37:18 Crunchyroll’s no-voice support strategy

38:50 Understanding AI chatbot effectiveness

40:00 Mentoring CX leaders and tackling systemic biases

45:49 Examples of bias in workplace systems

48:49 How Brava helps women navigate career challenges

51:42 How Luciane’s leadership style evolved

55:02 Recommended resources for CX and leadership

58:15 First, last, worst, best journey stories

01:02:42 Closing thoughts

Jochem’s Profile - ⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠

Luciane Carrillo - https://www.linkedin.com/in/luciane-carrillo-4932137/