SATISFYD

In this episode of The SATISFYD Podcast, Ryan Condon sits down with 2026 SATISFYD Experience MVP Scott Backer, Customer Experience Manager at Ziegler CAT, for a conversation about leadership, culture, employee experience, and the human side of customer experience.Scott shares his unique journey from the bicycle industry and SaaS startups into heavy equipment, along with the philosophy that shapes his approach to CX today: customer experience is not a department, it’s how people experience your culture, leadership, and systems every single day.The conversation explores:Why EX and CX are deeply connectedThe meaning behind “curb-to-counter” experienceHow small operational details shape customer perceptionCreating ownership and accountability across teamsMaking customer feedback actionable inside the dealershipWhy the best CX leaders focus on people firstThis episode is full of practical insights for dealership leaders looking to strengthen culture, improve consistency, and create better experiences for both employees and customers.

In this episode of the SATISFYD Podcast, we sit down with Tim Koirtyohann of TSSI to unpack one of the most surprising findings from the 2026 CX + EX Benchmark Report.Employee sentiment is up. Customer experience is down.So what’s really happening inside dealerships?Tim shares a candid perspective from the front lines of recruiting and workforce strategy, explaining why improving employee experience doesn’t automatically translate to better customer outcomes.From hiring practices that create disconnects on day one, to leadership gaps, culture misalignment, and the real cost of “lip service,” this conversation gets into what’s actually driving performance inside dealer organizations.If you’re thinking about retention, hiring, and how to connect your team to the customer experience you promise, this episode is a must-listen.Download 2026 Employee and Customer Experience Benchmark Report

In this episode of the SATISFYD Podcast Frontline Champions Series, we sit down with Karen O’Keefe-Lingenfelter, Sales Support Coordinator at Vermeer Great Plains, to hear a perspective that doesn’t always get the spotlight — the frontline.Karen shares what it means to truly care about the people behind the work. From supporting sales teams and customers every day to stepping in when someone simply needs help, Karen represents the heart of what great service looks like.This conversation is a reminder that customer experience isn’t built in boardrooms — it’s built by people who show up every day, listen, solve problems, and genuinely care about doing the right thing.If you care about building stronger teams, supporting your customers better, and recognizing the people who quietly hold everything together, this is a must-listen episode.

In this episode of the SATISFYD Podcast, we sit down with John Dowling — author, speaker, and service operations consultant — to unpack a hard truth many dealers need to hear: a busy service department does not automatically mean a profitable one.John shares candid insights into why service departments often look successful on the surface while quietly bleeding margin behind the scenes. We discuss why service has become the new sales department, the common operational blind spots holding profitability back, and what dealership leaders can do to turn service from a perceived cost center into a true profit engine.This conversation is a must-listen for dealer principals, service managers, and fixed operations leaders who want to understand what’s really happening in their service departments — and how to fix it.Download 2025 Technician Experience Report

In this Executive Summary episode of the SATISFYD Podcast, we break down the key highlights from the 2025 Technician Experience Benchmark Report — based on feedback from hundreds of technicians across the industry.This short, insight-packed episode covers the operational constraints holding shops back, the benchmarks every dealer should be tracking, and the patterns that separate high-performing service departments from the rest. If you’re planning for technician retention, shop productivity, or service investments in 2026, this episode gives you a clear, data-driven starting point. Download your copy of the report here.

In this MVP Spotlight episode of the SATISFYD Podcast, we sit down with Paul Chappell, Senior Customer Experience Manager at Hutson, Inc. and a 2024 SATISFYD MVP.Paul has spent nearly 12 years shaping the customer experience across Hutson’s locations — from building one of the industry’s first Connected Support departments to raising their NPS from 70 to over 90. He shares the practical steps, leadership mindset, and customer-first philosophies that have helped Hutson strengthen relationships and deliver consistent, high-quality experiences.Whether you lead teams, support customers, or work to elevate culture inside your dealership, this episode is full of real-world insights you can put into action.

Ryan sits down with Troy Ottmer, Founder and Principal Consultant of Ottmer Consulting, to explore how generational shifts and technology are shaping the dealership workforce. Troy shares insights on mentorship, communication, and how AI can bridge the gap between experience and innovation to build stronger, more connected teams.

Ryan sits down with Russ Green, Operations Officer at Machinery Advisors Consortium, to discuss how dealership workforce expectations are shifting across generations. Russ shares why “the employee is the new king,” the importance of moving beyond annual reviews to ongoing discussions, and practical steps leaders can take to boost engagement and retention.

2025 SATISFYD MVP recipeient Audra Zorn, Project & Operations Training Manager of Berry Companies, shares how her team keeps customer experience front and center. Known for her leadership and commitment to empowering her team, Audra has made a lasting impact on both employees and customers at her dealership.She shares her perspective on what it takes to create a positive culture, the importance of listening to employee and customer feedback, and how small, intentional actions can lead to big results. Audra’s story is a reminder that strong leaders don’t just manage—they inspire.Tune in to hear how Audra is raising the bar for customer and employee experience in the equipment industry.

How do you keep customers loyal and employees engaged in a competitive industry like commercial trucking? Rob Durham, VP of Marketing and Human Resources at Lakeside International Trucks and Badgerland Idealease, shares how their team uses feedback to drive continuous improvement.Hosted by Emilie Spalla, VP at SATISFYD, this episode dives into Lakeside’s approach to customer and employee experience, the role of data-driven insights, and why listening is their most powerful business tool.Whether you’re leading a team or running a dealership, this conversation offers practical takeaways on using Voice of Customer and Voice of Employee to boost performance, retention, and results.

On this episode of the SATISFYD Podcast, we sit down with Brett Barriage, retired CEO of Premier Equipment, who led the dealership for over a decade.Brett shares his perspective on navigating the challenges of unprecedented times, what it takes to lead through uncertainty, and the timeless lessons dealership leaders can apply today.

Don Hundley, founder of Iron Pulse Solutions and former equipment industry insider, breaks down what’s broken in the average dealer’s marketing strategy—and outlines a practical, ROI-focused approach for today’s market.You’ll learn how today’s most effective dealers are aligning marketing with inventory movement, used equipment targets, rental utilization—and most importantly, customer voice. By leveraging tools like customer reviews, experience insights, and user-generated content, these dealers are making smarter marketing decisions that truly connect and convert.We’re breaking down:Why marketing dollars are often wasted—and how to fix itHow to align marketing with fleet mix, market share goals, used inventory, seasonal demand, and parts/service departmentsHow to use customer reviews, experience data, and UGC to power more relevant, results-driven marketingDigital tactics that generate real leads for equipment dealersWhich metrics to track (beyond impressions and clicks) to prove ROIHow to shrink your “Sales Prevention Department”—from the first search to the signed deal