---
title: "Bridging the Gap: The Future of Digital Customer Experience with Morten Friis-Olsen"
description: Discover how Morten Friis-Olsen, CMO of Semmler Group, is transforming the automotive industry with AI-driven customer experiences, ROPO strategies, and digital-first marketing.
---

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# [Bridging the Gap: The Future of Digital Customer Experience with Morten Friis-Olsen](https://www.giosg.com/podcast/automotive-morten-friis-olsen)

 Written by [Daniel Paul](https://www.giosg.com/podcast/author/daniel-paul) | Feb 18, 2025 11:19:55 AM

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."*
> 
> ### 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.
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> ### 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.”*
> > 
> >  
> 
> ### 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.
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>  
> 
> ### 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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Watch the full episode above 👆

Or listen to the audio version here👇  
[Apple Podcast](https://podcasts.apple.com/fi/podcast/exploring-tomorrows-automotive-marketing-with-morten/id1713732350?i=1000691791891) | [Spotify](https://open.spotify.com/episode/3e2YcI0Ycn9ea9m9knnkJS?si=3db36435d6a745fe)

You can also explore more episodes from our podcast series [here](https://www.giosg.com/podcast).

[View full post](https://www.giosg.com/podcast/automotive-morten-friis-olsen)

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