The Experience Edge

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 BioLuciane 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.Chapters00:00 Introduction to Luciane Carrillo01:37 What Crunchyroll is and how it differs from other streaming platforms03:21 Comparing CX at Netflix vs. Crunchyroll06:08 Reusing vs. reinventing the playbook in new orgs09:44 Transferring soft skills and global mindset10:37 Adapting Netflix’s culture of feedback at Crunchyroll13:12 Navigating global teams and communication styles16:43 How CX has evolved beyond support19:27 Organizational structure to elevate CX impact22:54 Building relationships with other teams25:31 CX as a strategic foresight function27:18 Designing for fans vs. users30:59 Segmenting support based on culture and region35:12 Balancing AI and human support in CX37:18 Crunchyroll’s no-voice support strategy38:50 Understanding AI chatbot effectiveness40:00 Mentoring CX leaders and tackling systemic biases45:49 Examples of bias in workplace systems48:49 How Brava helps women navigate career challenges51:42 How Luciane’s leadership style evolved55:02 Recommended resources for CX and leadership58:15 First, last, worst, best journey stories01:02:42 Closing thoughtsJochem’s Profile - ⁠⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠⁠ Luciane Carrillo - https://www.linkedin.com/in/luciane-carrillo-4932137/

Martin Villanueva, Global Customer Engagement Lead at IKEA, shares insights on the evolving landscape of customer loyalty, AI-driven personalization, and omnichannel experiences. He discusses how IKEA balances digital and physical retail, the challenges of managing customer engagement across global franchises, and the role of AI in shaping hyper-personalized yet privacy-conscious interactions. Martin also explores how AI is transforming customer data management and decision-making, offering a glimpse into the future of intelligent, human-centered customer experiences.Guest BioMartin Villanueva is IKEA’s Global Customer Engagement Lead, with a track record of pushing boundaries at global brands like McDonald's, Nike, adidas, and now IKEA. Combining strategic thinking, creativity, and a data-driven mindset, he delivers impactful results in every project. He is also a sought-after keynote speaker on customer engagement and innovation.Beyond his professional achievements, Martin is an accomplished athlete and former captain of his university football team, where he honed his leadership and teamwork skills while competing in Australia’s Premier League. His career has spanned multiple continents—including Buenos Aires, the Netherlands, Panama, and Peru—and his studies have taken him to Hong Kong and New York, giving him a truly global perspective in his work.Chapters00:00 Introduction and Guest Welcome01:57 Martin’s Background: From Sports to Global Brands02:46 How IKEA’s Customer Experience Differs from Nike & Adidas05:02 Is Customer Loyalty Still Relevant?07:28 The Evolution of Loyalty Programs with AI10:19 Emotional Loyalty vs. Transactional Loyalty13:02 AI’s Role in Customer Engagement at IKEA15:38 AI-Powered Personalization and Its Impact on Retail16:42 Will AI Reduce the Need for Physical Stores?19:19 IKEA’s Franchise Model and Customer Experience Strategy22:08 How Global Franchises Adopt Customer Engagement Strategies25:42 Measuring Engagement and Customer Lifetime Value28:20 Handling Franchise Resistance to Global Strategies32:27 How AI is Changing Decision-Making in Global Brands34:23 AI Adoption at IKEA and Its Impact37:15 How to Ensure AI Provides the Right Answers40:48 Has AI Changed How Teams Analyze Customer Data?42:31 The Role of Remote Work in Global Teams45:34 Managing a Distributed Global Customer Engagement Team48:11 How to Stay Close to Customers in a Global Role50:58 Bringing Physical Customer Experience Insights to Digital Teams53:14 AI-Enabled Retail Design and Behavioral Insights56:10 Ethics of Influencing Customer Behavior in Retail58:52 Closing Thoughts and Where to Find MartinJochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠Thomas’s Profile - ⁠https://www.linkedin.com/in/martinrvm/

Thomas Caliman, Chief Experience Officer at ADEO, shares insights on the evolving role of design and customer experience in large organizations. He discusses how design and CX teams collaborate to drive business impact, the power of journey mapping for alignment, and the importance of connecting UX with business objectives. Thomas also explores the role of generative AI in customer research and experience design, offering a glimpse into the future of AI-powered personas and synthetic user testing.Guest BioThomas is the Chief Experience Officer at ADEO, the parent company of renowned brands like Leroy Merlin and Bricoman. With over 500 million customers, ADEO is committed to delivering exceptional customer experiences.With more than 15 years of experience, Thomas has led 350 projects for 230 clients, earning nine prestigious awards for his expertise in user-centered design, customer experience (CX), and design team management. His innovative approach blends creativity with data-driven insights to drive transformative solutions.Previously a trailblazer at Amazon and Microsoft, Thomas now serves on Adobe Think Tank’s Innovative Design Board, helping to shape the future of design thinking and customer-centric strategies.Chapters00:00 Introduction to Thomas Calimaux and His Background01:19 Shaping the Future of Design Thinking at Adobe’s Design Board04:05 The Role of Design in Business Performance and Growth06:39 Aligning UX and CX with Business Goals10:18 A Practical Example of Design Driving Business Impact at ADEO13:33 The Amazon PR FAQ Method for Customer-Centric Design17:17 The Evolving Role of Generative AI in Design21:51 AI-Powered Personas and the Future of User Research26:32 From Design to Chief Experience Officer: Thomas’s Unique Career Path30:07 Bridging UX, CX, and Business Strategy34:20 Organizational Structure and the Role of Tech in UX/CX37:56 Journey Mapping and Opportunity Prioritization42:35 How ADEO Prioritizes Business and Customer Experience Initiatives49:52 The Shift Towards a Customer-Centric Culture at ADEO53:06 Making Customer Journeys Accessible to Business Leaders58:21 The Power of Customer Journeys in Aligning Organizations01:03:06 Thomas’s Best, Worst, First, and Last Customer JourneysJochem’s Profile - ⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠⁠ Thomas’s Profile - ⁠https://www.linkedin.com/in/thomas-caliman/

Ain Chishty discusses the evolution of AI in customer experience, particularly in contact centers. He highlights the importance of optimizing business outcomes through AI, categorizing AI applications into automation, augmentation, and optimization. Ain emphasizes the significance of understanding customer journeys and personas in engineering design, advocating for a culture of customer centricity within engineering teams to ensure that products meet user needs effectively.Jochem and Ain In this conversation the importance of a user-centric engineering culture, the significance of understanding user pain points, and the methodologies used in journey mapping and defining user personas. He emphasizes the need for quantifying the impact of customer experience and the balance between revenue generation and cost optimization in contact centers. The discussion also touches on the evolving role of AI in customer interactions, generational preferences in communication, and best practices for optimizing customer experience in large organizations.Guest BioAin is the EVP of Engineering and Technology at Affinity. They have been pioneering AI and CX since 2006 - Ain’s journey into computer engineering started all the way back in eighth grade, driven by a passion for elegant object design and the magic of coding. With a laser focus on building scalable, resilient, and customer-centric software solutions, Ain has shaped products that solve complex challenges and transform user experiences—particularly in the contact center space.Chapters00:00 The Evolution of AI in Customer Experience13:07 Optimizing Business Outcomes with AI20:04 Engineering Mindset: Customer-Centric Design30:02 Building a Culture of Customer Centricity36:32 Journey Mapping and Use Cases42:59 Revenue vs. Cost Optimization in Contact Centers52:00 Generational Preferences in Customer Interactions01:01:00 Best Practices for Optimizing Customer ExperienceJochem’s Profile - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/⁠⁠Ain’s Profile - https://www.linkedin.com/in/ain-chishty/

In this episode, Daniela Carrillo, CX New Modalities Program Manager at Uber, shares insights into how Uber transforms customer experience (CX) through innovation and empathy-driven design. She discusses the importance of understanding diverse user needs across global markets and how balancing data with real-world insights leads to better customer solutions.Daniela highlights the power of cross-team collaboration, the challenges of quantifying CX pain points, and how to build trust with product teams to ensure customer feedback drives meaningful improvements. She also explores the role of AI in CX, the impact of socio-economic context on user behavior, and the importance of asking the right questions to uncover actionable insights.The conversation concludes with Daniela reflecting on her own best and worst customer journeys, reinforcing the value of simplicity, empathy, and trust in designing standout service experiences.Guest BioDaniela Carrillo is a powerhouse in customer experience transformation and currently serves as the CX New Modalities Program Manager at Uber. Passionate about empathy-driven design, she specializes in uncovering the "why" behind decisions, bridging the gap between user needs and backend complexities to create seamless and impactful journeys. At Uber, Daniela plays a crucial role in developing innovative approaches that enhance customer experiences across diverse transportation modalities, ensuring the company's global services are tailored to local market needs.Chapters00:01 Daniela Carrillo’s role at Uber01:17 What are “New Modalities” in Uber’s CX strategy?03:53 Adapting Uber’s services to different markets07:42 How Uber collects and applies customer insights12:29 Why companies should balance data with real-world experience19:24 How product teams engage with CX feedback27:42 The power of storytelling in product development34:22 Reading between the lines in customer research40:16 The pitfalls of having too much data49:55 Keeping CX research simple and effective55:48 The role of AI in Uber’s customer support57:49 Lightning round: Daniela’s best and worst customer journeysJochem’s Profile - ⁠https://www.linkedin.com/in/jochemvanderveer/⁠Daniela’s Profile - ⁠https://www.linkedin.com/in/carrillodaniela/

Lasse Kragh Carstensen, Head of Digital Business & Channels at Sparekassen Danmark, is a digital transformation expert in banking. He discusses how this customer-owned bank prioritizes human connections while embracing technology. Lasse highlights the need to simplify digital experiences over adding features and reveals the balance needed between AI and human service. He emphasizes using customer feedback to shape strategy, aligning teams with customer journeys, and the importance of collaboration in enhancing user satisfaction in the evolving financial landscape.

In this episode of The Experience Edge, Jenni Reijonen shares how LocalTapiola, one of Finland’s largest insurance companies, is reshaping customer experience. She reveals how they built a thriving customer community of over 1,000 members without any incentives, how they’re using design thinking to transform CX, and why customer experience is more than just customer service. Jenni also opens up about the challenges of shifting from system-centric to customer-first development, the power of persistence, and the small wins that keep the team motivated.Guest Bio Jenni Reijonen is not your typical customer experience leader—she’s an Experience Evangelist, dedicated to transforming CX into a strategic business advantage. With a deep background in design thinking and customer-centric innovation, she has played a pivotal role in reshaping how organizations understand and engage with their customers.One of her standout achievements was building LocalTapiola’s customer community from the ground up, growing it into a thriving ecosystem of over 1,000 members—an impressive feat for an insurance company. For Jenni, customer experience isn’t just about improving journeys; it’s about fundamentally changing how companies connect with their audiences.Today, she leads customer experience renewal and design tools at LocalTapiola, driving innovation and deeper customer engagement.Chapters:00:00 Introduction to Jenni Reijonen and Her CX Expertise  02:12 Why Build a Customer Community?  04:02 The Challenges of Scaling a CX-Driven Community  06:45 How Culture Supports Customer-Centric Transformation  08:42 Making the Business Case for CX  11:35 Early Indicators That CX Transformation Works  14:19 The House Framework for CX Renewal  17:52 Mapping Processes to Customer Journeys  20:46 The Evolving Governance Model for CX  22:41 Measuring CX & Connecting to Business Metrics  26:44 The Role of Cross-Functional Teams in CX  31:53 What Happens After Transformation?  35:58 Overcoming Resistance to Change in CX  39:46 Communicating & Scaling CX Initiatives  47:36 Celebrating Small Wins in CX  51:09 Jenni’s Best, Worst & First Customer Journeys  54:47 Closing Remarks & How to Connect with JenniFollow Jenni - https://www.linkedin.com/in/reijosenjenni/Follow Jochem -⁠⁠⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠⁠www.theydo.com⁠⁠⁠ SummaryIn this episode of The Experience Edge, Zack Hamilton, a seasoned CX leader and retail strategist, joins us to explore the future of customer experience. From his unique journey from retail to SaaS, Zack shares insights on the rise of Journey Pods, the fall of NPS, and how focusing on customer lifetime value can transform businesses. With unfiltered advice and actionable strategies, Zack reveals what it takes to truly UnF*** CX and create meaningful, lasting customer connections.Guest Bio Zack Hamilton is a distinguished retail and eCommerce strategist, recognized for his transformative leadership as a Chief Experience & Strategy Officer. With over two decades of deep expertise in retail, he has played a pivotal role in shaping the future of customer experience (CX), employee experience (EX), and post-purchase experience (PPX) for global brands.As an eCommerce visionary, Zack has been instrumental in developing and implementing digital-first strategies that seamlessly integrate online and offline retail experiences. His innovative approaches have consistently driven significant improvements in customer acquisition, conversion rates, and lifetime value across digital platforms. Having advised over 200 retail brands worldwide—including industry giants like Walmart, Macy's, and SEPHORA—Zack specializes in creating cohesive, omnichannel experiences that drive business growth.Chapters:00:00 Introduction to Zack Hamilton and His Expertise01:53 Transitioning from Retail to SaaS at Parcel Lab05:20 Evolution of CXOs: Operational vs. Survey-Centric Leadership11:07 Framing Customer Problems with a P&L Lens17:36 Introducing Journey Pods and Redefining Retail Models24:48 Serving Emerging Luxury Customer Segments30:23 Structuring Journey Pods: Teams, Metrics, and Responsibilities36:38 Governance and Decision-Making in Journey Teams42:30 Launching “UnFuck Your CX” Newsletter: Mission and Impact50:01 Challenging NPS and Advocating for Customer Lifetime Value56:21 Setting Metrics for Business Impact and Long-Term Growth59:37 Lessons Learned in CX Leadership and Career Highlights01:04:27 Closing Remarks: How to Follow ZackFollow Zack - https://www.linkedin.com/in/zackhamilton/Follow Jochem - ⁠⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠www.theydo.com⁠⁠ SummaryIn this episode of The Experience Edge, Jivesh Juneja, Customer Journey Director at Nissan, shares how he’s reshaped customer experience for over 500 million annual visitors.Discover how Nissan shifted from product-centric to customer-focused strategies by streamlining operations with the Try, Buy, Use framework. They leveraged data to enhance customer journeys and identify "serious buyers."Jivesh also shares practical advice on fostering innovation, building cross-functional teams, and driving measurable business outcomes.Guest Bio Jivesh Juneja is a visionary business leader and technology enthusiast, currently spearheading innovation at Nissan Motor Corporation. With over a decade of expertise in digital product management and customer experience, he employs a data-driven approach to managing customer journeys. Notably, he has optimized digital platforms with over 80 million annual visitors and enhanced integration across all customer touchpoints.Jivesh has a remarkable track record of leading large teams, managing high-stakes projects, and collaborating with senior stakeholders to deliver transformative results. It’s rare to have a journey director on the show whose expertise spans business development, omnichannel marketing, communication strategy, data analysis, and project management.Chapters:00:00 Introduction to Jivesh Juneja and His Expertise01:16 Transitioning to Customer Journey Director at Nissan02:22 Nissan’s Shift to Journey-Centric Transformation05:07 Organizing Around the Try-Buy-Use Framework08:56 Balancing Optimization and Innovation13:23 Implementing Scaled Agile Framework (SAFe) for Customer Journeys18:25 Aligning Teams Around Value Streams24:32 Prioritization Through Journey Taxonomy31:26 Quarterly Planning and Continuous Improvement Rituals38:18 Measuring Success with Data and Metrics43:55 Securing Executive Buy-In for Transformation46:01 Lessons Learned from Journey Transformation52:26 Shifting from Product-Centric to Customer-Centric Thinking56:09 Lightning Round: Jivesh’s First, Last, Worst, and Best Journeys01:04:56 Closing Remarks and Jivesh’s Contact DetailsFollow Jivesh - ⁠⁠https://www.linkedin.com/in/jiveshjuneja/Follow Jochem - ⁠https://www.linkedin.com/in/jochemvanderveer/

Visit ⁠⁠⁠⁠⁠www.theydo.com⁠⁠⁠⁠⁠ SummaryRyan Levier draws on his experience in customer experience and service design to highlight how building relationships with C-suite executives drives innovation. At Amtrak, he transformed the company’s focus from transportation to hospitality, using data and insights to improve service design and address challenges like train delays.Ryan emphasizes the importance of empathy, business acumen, and effective communication in fostering change. He explores the concept of "innovation debt" and how learning from past failures can shape future success. By connecting teams and framing key customer and employee moments, Ryan demonstrates how to prioritize what truly matters in the customer journey.Guest Bio With over 15 years of experience representing Fortune 500 companies, Ryan brings a unique approach rooted in servant leadership and a track record of building competitive brands through collaboration with C-Suite executives across roles like Chief Digital Officer, Chief Strategy Officer, Chief Technology Officer, Chief Marketing Officer, and Chief Information Officer.An expert in experience design, innovation strategy, digital transformation, and athletics, Ryan has shaped world-class B2B, B2B2C, D2C, and eCommerce experiences across sectors like energy, transportation, consumer packaged goods, sports, and nonprofits. By balancing the needs of people, business objectives, and technology's potential, he guides organisations in making innovative strides, fostering adoption, aligning vision, and delivering immediate value to customers.Through a holistic view of complex challenges in today’s fast-evolving landscape, Ryan brings forward-thinking solutions to enhance operational efficiency and create sustainable growth.Chapters:00:00 Introduction to Ryan Levier and His Expertise02:45 Building C-Suite Relationships for Customer Experience06:07 Transforming Amtrak: From Transportation to Hospitality08:54 The Importance of Data and Customer Insights11:58 Creating a Vision for the Future of Amtrak15:10 Cross-Functional Collaboration in Innovation18:04 Understanding Business Language in Customer Experience21:07 The Role of Empathy and Business Understanding23:54 Foresight vs. Insight in Strategic Planning27:02 Communicating Change Effectively29:59 Implementing Practical Changes at Amtrak33:45 Understanding Train Delays and Customer Experience37:20 Connecting Teams for Innovation41:41 Navigating Innovation Debt46:06 Learning from Failures50:58 The Power of Framing in Experience Design54:12 Micro Moments vs. Moments That MatterFollow Ryan - ⁠https://www.linkedin.com/in/crleveille/Follow Jochem - https://www.linkedin.com/in/jochemvanderveer/