Your Customers Want Both: Digital Convenience and Human Reassurance in B2B
Equipment Dealers · Manufacturers · Commercial Transportation Feedback That Drives
Feedback That Drives
Industrial Growth
We help B2B industrial companies collect, understand, and act on customer and employee feedback — so they can improve performance, strengthen loyalty, and grow. A dedicated team, not just a platform.
Trusted by B2B Industry Leaders Across North America
What Our Clients Say
Real results from B2B industrial leaders across North America.
“
Customer experience is truly the last differentiator. We can all sell products, we can all provide services, but it's that customer experience that is the one thing unique to us.
Edward Craner SVP of Strategy and Marketing, HOLT CAT
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CX is not about the score, or about managing performance of a dealer. CX is about us learning together — focusing on the human element of things, and helping our dealers improve interacting with customers.
Trish Reed VP Zero Emissions, International Truck
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It isn't just about the scores in those surveys, it's about how we're treating customers. Customer experience has taken more of a front seat with Butler — it's on our monthly scorecard. We talk about it. It's starting to be ingrained in our culture.
Jodi Phillips Marketing Manager, Butler Ag Equipment
What We Do
One Question. Four Ways We Help.
What are your customers and employees actually telling you — and what should you do about it?
Hear what customers really think
Customer Feedback Programs We design, deploy, and manage surveys across phone, text, email, and web — then help you act on what you hear.
Learn more →
Understand what employees experience
Employee Feedback Programs Onboarding surveys, engagement tracking, and independent exit interviews that surface what internal HR conversations miss.
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Find meaning in the data
Research & Analytics Industry benchmarking, competitive positioning, and analysis built specifically for B2B industrial markets.
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Improve performance and retain customers
Coaching & Training Equip frontline teams and managers with the skills to act on feedback — not just read a report.
Learn more →
The TDG Difference
We Don't Hand You a Platform and Walk Away.
Most feedback tools give you data and leave you to figure out the rest. TDG gives you a dedicated team who manages your program, interprets the results, and helps your people act on what they're hearing — every month.
Dedicated CX Team
You get real analysts who know your business, your industry, and your customers — not a login and a help center.
Closed-Loop Follow-Up
We don't just send surveys. We help you respond to unhappy customers before they leave — and document what changed.
B2B Industrial Expertise
35 years working exclusively in dealer networks, manufacturers, and industrial markets. We speak your language from day one.
Training That Sticks
The CX Institute equips your frontline teams and managers with the skills to act on feedback — not just read a report.
Proprietary Benchmarks
See how your NPS and satisfaction scores compare across your segment — construction, ag, truck, industrial — with 9 quarters of trend data.
See What a Managed CX Program Looks Like
Book a free 30-minute conversation with our team.
Talk to Our Team →Everything You Need to Turn Feedback Into Results
Purpose-built for equipment dealers, manufacturers, and transportation companies across North America.
CX Program Management
We don't hand you a platform and walk away. TDG manages your entire CX program — survey deployment, closed-loop follow-up, ExperienceConnect dashboards, and monthly strategic reviews.
Explore managed programs →CX Coaching & Training
Equip frontline teams and managers with the skills to act on feedback — and build the organizational capability to sustain CX improvement over time.
Explore coaching programs →Employee Feedback Programs
Engaged employees deliver better experiences. Measure and improve the internal culture, manager effectiveness, and onboarding quality that drives CX.
See employee feedback programs →Market Research
Understand your competitive position with research designed specifically for B2B industrial and capital equipment markets — not adapted from consumer templates.
Explore research programs →Industries We Serve
Deep expertise in the dealer networks and industrial markets that power North America's economy.
Heavy Construction Equipment
Dealer networks for excavators, cranes, and construction machinery across North America.
Agricultural Equipment
Farm equipment dealers and ag machinery networks serving producers across the continent.
Commercial Trucks & Transportation
Medium and heavy-duty truck dealers and fleet operators across the U.S. and Canada.
Material Handling
Forklift and warehouse equipment dealers serving distribution and logistics operations.
Industrial Machinery & Manufacturing
Machine tool manufacturers and precision equipment dealers in competitive B2B markets.
Utility & Aerial Equipment
Utility truck and aerial work platform dealers supporting infrastructure and energy sectors.
Employee Experience
Your CX Program Can Only Go as Far as Your People Take It
Engaged, well-onboarded employees deliver better customer experiences. EX Connect gives you the same structured listening approach for your workforce — capturing honest feedback at days 7, 45, and 90 of employment, through annual engagement surveys, and at exit — so you can address retention risks before they become turnover.
Learn About EX Connect →Day 7
Logistics & first impressions
Day 45
Role clarity & training
Day 90
Culture fit & retention risk
Exit
Why they actually left
Client Success Stories
See all stories → Companies Like Yours Are Getting Results
Stay Connected
What's Happening at TDG
Live sessions, the annual conference, and the latest thinking on B2B customer experience.
● Live Monthly
First Fridays
Join us every first Friday of the month at 12 noon ET for a live conversation on customer experience strategy with a guest practitioner. Free for all B2B leaders.
- First Friday of every month
- 12 Noon ET · Microsoft Teams
Annual Event
2026 CX Conference
Our annual gathering of B2B CX leaders — two days of practical sessions, peer learning, and keynotes focused on what's actually working in industrial customer experience.
- October 2, 2026
- Charlotte, NC
Coming Soon
The Industrial CX Playbook
Lynn Daniel and Doug Fowler's new book — a practical, fact-based guide to loyalty, growth, and operational excellence, built on 35+ years of field experience and 1.5M+ customer interviews.
- By Lynn Daniel & Doug Fowler
Common Questions
Frequently Asked Questions
What does The Daniel Group do?
The Daniel Group is a B2B customer experience consulting firm specializing in equipment dealers, industrial manufacturers, and commercial transportation companies. TDG designs, deploys, and manages customer feedback programs, provides CX coaching and training, conducts employee feedback surveys, and delivers B2B market research, all built specifically for the complexity of industrial dealer networks and long-cycle B2B relationships.
What industries does The Daniel Group serve?
TDG primarily serves B2B industrial companies including equipment dealers (agricultural, construction, material handling, and power systems), industrial manufacturers and OEMs, commercial transportation dealers and fleets, and other multi-location B2B organizations with complex dealer networks.
What is included in a TDG customer experience program?
A TDG customer experience program typically includes survey design and deployment across multiple feedback channels (phone, text, email, and web), real-time dashboards through the ExperienceConnect platform, closed-loop follow-up processes, industry benchmarking, a dedicated client success manager, monthly strategic reviews, and CX coaching and training for your team. Programs are fully managed — TDG does not simply provide a platform and walk away.
How is The Daniel Group different from other CX companies?
TDG is purpose-built for B2B industrial markets, with over 35 years of experience and more than 1.5 million customer surveys captured across North America. Unlike consumer-focused CX platforms, TDG's programs are designed around the complexity of multi-location dealer networks, long buying cycles, multi-stakeholder relationships, and the specific dynamics of equipment dealer, manufacturer, and commercial transportation businesses.
How long does it take to see results from a TDG customer experience program?
Most clients begin seeing actionable feedback data within the first 30 to 60 days of program launch. Measurable improvements in customer satisfaction and retention typically emerge within the first two to four quarters, depending on the organization's engagement with the closed-loop process and coaching programs.
How do we get started with The Daniel Group?
The first step is a free 30-minute consultation. During that call, TDG reviews your current customer feedback approach, identifies gaps in your CX program, and outlines what a custom program would look like for your organization. You can book directly on the website or call 877-967-4242.
Schedule Your Free CX Consultation
Pick a time that works for you. In 30 minutes, we'll discuss your current CX challenges and show you how our programs drive measurable results.
- Review your current customer feedback process
- Identify quick wins for improving retention
- See a live demo of ExperienceConnect
- Get a custom CX roadmap for your business
1.5M+ customer surveys captured across North America