Search behavior is changing. Customers researching equipment dealers aren’t only typing into Google anymore, they’re asking AI tools directly: who’s the best dealer near me, which Cat dealer would you recommend, what do people say about this dealership. And AI is answering with specific names.

I've spent a lot of time in rooms with equipment dealers. And over the years, I kept hearing the same thing — not as a complaint, more as a quiet frustration: 'We have all this feedback. But what do we actually do with it?'

When we set out to find dealers willing to share a story about losing a customer — a specific moment, a turning point, a relationship that slipped away — we heard something we didn't expect.

Most equipment dealers have a gut feeling that unhappy customers spend less. What they've never had is the number.

What does it mean to be a SATISFYD Top Dealer? These dealers don’t just check boxes—they stand out by consistently listening to their customers and teams, acting on feedback, and building trust both in person and online. High marks in customer satisfaction, employee engagement, and reputation ...

The 2026 SATISFYD Customer & Employee Experience Benchmark Report is now available. This year’s data reflects a shift many dealer leaders are already feeling: customer expectations are rising faster than operating capacity. Below are the key highlights from this year’s report—and what they ...

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At SATISFYD, we believe in recognizing the individuals who don’t just participate in experience initiatives—but lead them. The ones who push their organizations forward, challenge the status quo, and turn feedback into meaningful action. Each year, we identify leaders across the equipment industry ...