In this episode of the Digital Customer Experience Podcast by Giosg, host Daniel Paul sits down with Morten Friis-Olsen, Chief Marketing Officer at Semler Group. Morten, known for launching the Audi e-tron and revolutionizing automotive marketing, shares his insights on digital transformation, AI integration, and customer engagement trends in the automotive industry.
From ROPO (Research Online, Purchase Offline) strategies to next-best-action AI modelling, Morten dives deep into how Semler is shaping the future of automotive sales and customer experience.
Key takeaways from the episode
The rise of ROPO: Research online, purchase offline
Customers today spend significantly more time researching vehicles online before visiting a dealership. This trend has led Semler to focus on digital-first customer journeys, ensuring that potential buyers find all the necessary information online before making an offline purchase.
"Customers are now more informed than ever. They know the models, the ownership options, and the pricing before they even step into a dealership."
Morten Friis-Olsen
AI and data-driven personalization
Semler uses AI-powered sentiment analysis and a next-best-offer approach to enhance customer experience. By leveraging machine learning and predictive analytics, they personalize customer interactions and anticipate their needs.
An example of this is their AI assistant, which formulates responses for dealership employees to ensure customers receive personalized and consistent messaging across all touchpoints.
Mapping the customer journey for a seamless experience
Semler conducted an extensive touchpoint mapping study to track customer interactions from research to purchase. This 360-degree approach helps them provide a consistent and engaging brand experience.
"We mapped out every possible customer touchpoint, from websites to service stations, to identify gaps and optimize interactions."
Morten Friis-Olsen
Embracing a digital-first automotive industry
Despite the automotive industry's conservative past, digital transformation is rapidly accelerating. Morten emphasizes the importance of internal digital believers who advocate for innovation and drive organizational change.
Morten’s advice for leaders in digital customer experience
→ Partner with external tech experts to accelerate innovation
→ Build a team of internal digital advocates to drive change
→ Communicate and repeat your vision until it gains traction
→ Use AI to bridge the online-offline customer journey gap
Final thoughts
This episode provides invaluable insights for marketers, sales professionals, and business leaders navigating the digital shift in customer engagement. Morten’s strategies prove that data-driven marketing and AI can create seamless customer experiences—a necessity in today's competitive landscape.
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