CX by the Truckload with Dakota Semler, Co-Founder and CEO, Xos Trucks

Honk if you love CX.
Listen Now On


Dakota Semler is the Co-Founder and CEO of Xos Trucks, a Los Angeles-based electric mobility company dedicated to decarbonizing transportation with the most durable trucking technology available. Dakota has been working in the transportation and trucking industry for nearly a decade, having grown up working on his family’s fleet business. Today the Xos ecosystem includes end-customers like UPS and Loomis and strategic partners like Hino Group and Thompson Caterpillar, to name a few. Dakota was named in the Forbes 30 under 30 in Manufacturing & Industry In 2019.

The cupholder is an often-overlooked feature of a vehicle. But what else will willingly hold a drink, your phone, garbage, a perfectly-sized burrito, or your wallet? That’s right, your local cupholder. Now taken for granted, it was once a novel idea that came directly from customers. When CX leaders at Sears realized the weight of their customers’ opinions mattered a bit more than the C-Suite, they changed the cupholder game forever.

Our guest today, Dakota Semler, Co-Founder and CEO of Xos Trucks, dives deep into the importance of weighing customer feedback. He and his team have completely revolutionized the trucking industry, and it’s because they put the customer first. 


“You don’t need to make engineering, product decisions, or customer experience decisions by committee, but you need a committee to listen to that feedback and incorporate it back into your processes.” – Dakota Semler


Time Stamps

* (0:00) How cupholders changed the world

* (5:49) What is Xos Trucks?

* (7:38) The modern-day fleet operator experience

* (10:54) Decarbonizing transportation

* (12:35) Designing CX for your end user

* (13:52) Approaching weighted feedback



This podcast is presented by Oracle CX. 

Hear more executive perspectives on CX transformation at



Connect with Dakota on LinkedIn

Check out Xos Trucks