In a revealing interview on The Experience Edge Podcast, Luciane Carrillo, Crunchyroll’s Senior Director of Global SVOD Customer Experience, shared her perspectives on the cultural differences between Crunchyroll and her former employer, Netflix. Her insights highlight the challenges and opportunities of transitioning between two giants in the streaming industry, each with distinct approaches to workplace dynamics and customer experience.
Carrillo, who honed her expertise at Netflix before joining Crunchyroll, emphasized the stark contrast in feedback cultures. At Netflix, she experienced a direct and immediate approach. “If I didn’t perform well in a meeting, I’d get a ping right after saying, ‘Can we talk?’” she recalled. This candid style, while effective in Netflix’s fast-paced environment, met resistance at Crunchyroll. “People are not ready for that level of bluntness,” Carrillo noted, explaining that she has been adapting her approach to suit Crunchyroll’s younger and less seasoned team.
Rather than imposing Netflix’s playbook, Carrillo is tailoring feedback strategies to align with Crunchyroll’s unique culture. She acknowledges that the company’s team maturity and organizational context require a more nuanced approach, fostering growth without overwhelming her staff.
One of Carrillo’s key observations is Crunchyroll’s strategic placement of its Customer Experience (CX) team under Product and Engineering. “It’s a very privileged position,” she said, noting that this structure allows CX to influence product rollouts proactively. Unlike reactive customer service models, Crunchyroll’s setup ensures the team collaborates closely with other departments, preventing issues before they arise. This contrasts with her Netflix experience, where a more mature team enabled faster implementation of CX strategies.
Carrillo also highlighted similarities in customer service metrics and conflict resolution practices between the two companies. Her time at Netflix taught her to view conflicts as differences in expectations and communication styles rather than personal clashes. By building connections and understanding diverse perspectives, she has overcome cultural barriers, a skill she now applies at Crunchyroll to enhance global customer interactions.
AI and Introverted Fans: The Future of Support
Looking ahead, Carrillo discussed Crunchyroll’s customer service evolution, particularly its reliance on AI-driven chat support, which handles up to 50% of queries in select languages. However, she admitted a limitation: “I don’t have a firm response on whether these queries are truly resolved because our technology doesn’t yet gauge customer satisfaction accurately.” Despite this, Crunchyroll plans to expand real-time chat support across all languages, phasing out web forms and emails.
Interestingly, Crunchyroll’s customer base, described as “more introverted,” prefers self-service options over voice support. “They’d rather text or email us,” Carrillo said, explaining the absence of phone agents. The company is also exploring anime-inspired AI chatbots to create a more immersive experience, aligning with fans’ passion for cosplay and anime culture.
Cultural Sensitivity and Global Mindset
A recurring theme in Carrillo’s interview was the importance of cultural sensitivity. Drawing from personal experiences, including overcoming blunt feedback from a colleague early in her U.S. career, she emphasized building relationships to bridge communication gaps. This approach extends to her mentorship of women in tech, where she challenges assumptions about career paths and family responsibilities. At Crunchyroll, she instills a global mindset in her team, ensuring agents are equipped to handle diverse communication styles from fans worldwide.
Carrillo’s transition from Netflix to Crunchyroll underscores the need to balance proven strategies with cultural adaptation. While Netflix’s mature infrastructure allowed for rapid execution, Crunchyroll’s evolving team and unique fanbase demand flexibility. Her leadership reflects a commitment to fostering growth, both within her team and in delivering exceptional experiences to Crunchyroll’s 15 million global fans.
As Crunchyroll continues to innovate—potentially with anime-inspired AI and a focus on real-time support—Carrillo’s insights offer a glimpse into the complexities of scaling customer experience in the anime streaming industry.
For more details, listen to the full interview on The Experience Edge Podcast.
