Scaling CX: lessons from Netflix & Crunchyroll

How do you scale customer experience globally—without losing the personal touch that keeps people coming back?

This week on The Experience Edge, host Jochem van der Veer welcomes Luciane Carrillo, Head of CX at Crunchyroll and former CX leader during Netflix’s global expansion. With over 15 years of experience shaping world-class customer strategies, Luciane unpacks the realities of growing customer-centric cultures at scale—and the critical role of journey management and global mindset in doing it right.

What you’ll take away from this episode:

1. Not all CX playbooks transfer—and that’s a good thing [07:00]

   Luciane shares what she carried from her time at Netflix into her new role at Crunchyroll—and what she had to unlearn. Metrics and leadership philosophies carry over, but playbooks must be tailored to team maturity, customer behavior, and business context.

2. Building a feedback culture starts inside [11:00]

   One of Luciane’s biggest challenges? Adapting Netflix’s radically candid feedback culture to Crunchyroll’s different cultural tone. She shares powerful leadership insights around giving and receiving feedback, cross-cultural team building, and how empathy scales when done right.

3. CX can’t just react—it has to lead [22:00]

   Voice of Customer data isn’t just for reports. Luciane’s goal? Have CX involved before launches happen. Her team now works directly with product, engineering, marketing, and partnerships to prevent issues before they reach support, and ensure feedback is shaping business decisions.

4. Why Crunchyroll doesn’t have a call center—and what that means for CX [33:00]

   Crunchyroll serves over 15M fans worldwide—but offers no voice support. Instead, they’re investing in real-time chat, AI, and personalized service rooted in understanding user personas and cultural context. For their introverted fanbase, self-service is the priority—and Luciane’s team is leaning in.

5. Leading with authenticity—and helping others do the same [40:00]

   Luciane also opens up about her passion project, Brava, a community empowering women to lead authentically in tech and CX. She shares examples of how she mentors women to overcome systemic bias, communicate effectively, and build influence in CX roles—especially when advocating for customers inside complex orgs.

Whether you’re a CX leader scaling globally, or just someone curious about what happens behind the scenes at companies like Netflix and Crunchyroll, this episode delivers both inspiration and tactical wisdom.

Catch the full episode:
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