The SATISFYD Podcast

Adam Berry grew up in the equipment business. His great-grandfather ran a tractor distributorship. His grandfather bought Berry Companies in 1957. And when it was Adam's turn, he started in the parts warehouse — not because he had to, but because that's the rule. Today he's the COO of Berry Companies, one of the largest family-owned equipment dealer groups in the country, with nine div...

Todd Bachman joined Florida Coast Equipment in 2006 as a salesman. Today he's the President and CEO of the largest Kubota dealership in the nation, with 14 locations across Florida. In this conversation, Todd talks about what it actually took to get there. The growth from three locations to 14 wasn't clean — 60% turnover during the acquisition period, a culture that was saying the right th...

Doug Tibben started his career as a journeyman ag technician. Today he's the President of Pattison Agriculture — one of the largest John Deere dealer groups in Canada, with 18 locations and 1,000 employees. In this conversation, Ryan and Doug talk about what it took to get there. Doug's path from the shop floor to the president's office spans more than 30 years and a series of roles th...

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...

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 exper...

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 si...

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 discus...

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...

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, l...

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 importan...

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 experien...

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...