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 who stand out in customer experience, employee engagement, and reputation management. These are the people driving real change—not just within their dealerships, but across the industry.
We’re proud to announce the 2026 SATISFYD Experience MVPs—a group of exceptional leaders who embody what it means to make experience a competitive advantage.
Stephanie Farley – Chief People Officer, Berry Companies 
Stephanie has played a critical role in shaping the culture at Berry Companies, leading a large and complex organization with a strong focus on employee experience.
In her first year leveraging SATISFYD’s Voice of Employee process, Stephanie helped streamline feedback efforts—shifting time and energy away from operational lift and toward what matters most: insights and action. Her leadership has enabled Berry Companies to strengthen engagement across divisions and build a culture where employees feel heard and supported.
Peyton Garrett – King Ranch Ag & Turf
Peyton has been a driving force behind King Ranch’s success in online reputation and digital experience. As an early adopter of SATISFYD Reviews, she didn’t just implement the program—she fully embraced it.
By getting buy-in across the dealership and building momentum internally, Peyton helped significantly boost review volume, strengthen their online presence, and drive more traffic to their website. Her work is a strong example of how reputation management, when done right, becomes a growth engine.
Joe Cahill – Corporate Service Manager, Virginia, Maryland Tractor 
Joe has been an incredible advocate for improving the customer experience—both inside his organization and across the industry.
From driving adoption of tools like John Deere Expert Connect to continuously pushing for better integrations and workflows, Joe is focused on one thing: getting insights into the hands of frontline teams faster. His feedback doesn’t just improve his dealership—it helps improve the tools and processes that benefit the entire network.
Scott Backer – Customer Experience Manager, Ziegler CAT
Scott is a true champion of customer experience. His passion is evident in everything he does—from internal advocacy to thought leadership in the industry.
He works tirelessly to ensure the customer’s voice is represented across the organization, backed by leadership and embedded into daily operations.
Scott’s energy, commitment, and visibility—make him a standout example of what an Experience MVP looks like.
Bub Kritser – CEO, Yellowhouse Machinery
As a leader stepping into a new generation of ownership, Bub has led a meaningful cultural shift at Yellowhouse.
For the first time, the organization began formally listening to employee feedback—and more importantly, acting on it. His commitment to understanding what matters most to employees has helped create a stronger foundation for engagement, retention, and recruiting.
Bub’s leadership reflects a powerful truth: culture change starts at the top.
Robert Henry – Senior Director, Information Management, Best Line Equipment
Robert’s journey with SATISFYD is a great example of transformation. After implementing the program, his feedback was simple: “I can’t believe we waited this long.”
Since then, Robert has become a passionate advocate for using insights to drive real change. He’s helped his organization move beyond collecting feedback to operationalizing it—and is now focused on taking their program to the next level. His commitment to continuous improvement is exactly what this award represents.
To our 2026 SATISFYD Experience MVPs—thank you. We’re proud to partner with you and excited to see the impact you continue to make.
