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/
