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 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/