Learn how clients are using customer feedback data to improve and grow their businesses.

Here are our clients’ Customer Feedback Success Stories! See how they helped their employees embrace customer feedback surveys as a tool to help them improve and identify and celebrate successes.

HOLT CAT

Edward Craner, SVP of Strategy and Marketing, HOLT CAT, shares how they have transformed their company with feedback over the past 13 years.

To take that feedback and say, “Wow, maybe we believe in our own press a little too much. And we need to understand why it is that maybe we have some of these gaps in expectations from our customers.” We always talk about the what and the how. What we do is fantastic. We’ve got some of the best trained technicians and parts personnel out there. Our managers care deeply. We have a set of values that we live by where ethical and a caring attitude are at the top of them. And yet, somehow that wasn’t translating consistently to all of our customer base.

So as we started to get the feedback that there were gaps in the way that we were showing up, we started to consider that to be the breakfast of champions. We thought, if we can get that, we can eat it. We can understand it. We can love it. We can get more of it, that it could help our operations.

Edward Craner


Thomas Built Buses

Lynn Daniel, Founder and CEO, of The Daniel Group, interviewed Paul Start, Market Growth Development Manager at Thomas Built Buses, to learn how they use customer feedback to improve their business.

Butler Ag Equipment

Lynn Daniel, CEO, The Daniel Group, interviews Jodi Phillips, Marketing Manager, Butler Ag Equipment. They discuss how customer experience has taken more of a front seat with Butler.


Complete transcript

“Yes, just in general, when we first started, I think everybody thought we were on a witch hunt. And it’s not. It’s the positive information that you get. In some cases, we’ve had dealers come back and say, “I didn’t even realize myself how valuable it was or how strong my relationship was with that customer. And I’m not going to take it for granted.”

But they also give you their telling points of what’s important to them. So those are the most important takeaways for us.”

Paul Start, Thomas Built Buses


Complete transcript

“So I think really what we are seeing happening is that with our overall company focus on the healthy side of our organization, when you look at customer experience, it’s about feelings, it’s about emotions and it’s about feelings, not about scores. So while those feelings drive those scores, both sides of our industry, feelings and what people used to refer to as fluffy, weren’t necessarily talked about openly. So when we started getting a heavier focus on that as an organization with our employees and knowing that our customers’ emotions drive, that that is one of the things that on the ag side of the business, anyone who knows farmers or who grew up around farmers, are amazingly emotional, like everyone else, emotional people they are. And that emotion drives their business day in and day out.”

Jodi Phillips, Butler Ag Equipment


Altec Industries, Inc.

Mike Kedanis, Director of Quality, Altec Industries, Inc., shares how they respond to their customers’ friction points so much faster.

Nebraska Machinery Company

Kirk Kaiser, Director of Sales Effectiveness, NMC, discusses some lessons learned in his CX experience.


Complete transcript

“The most important thing is just how we can respond to our customer’s friction points so much faster. We’ve learned things about our licensing and titling, that how we can make it easier for our customers to get the paperwork done, that they need to, to get their trucks on the road. While we’ve done a survey before, with another company, the data that we’re getting has allowed us to compare performance between locations, and not just the number of responses that we’re getting from each location, but also the NPS score for each location and help drive performance.

Mike Kedanis, Altec Industries


Complete transcript

“The other thing, I think Customer Feedback needs to be very aligned with the mission and the vision of the dealership. I think that’s very, very important as we work to create it as a part of the culture at NMC and how we approach things and what we do. And that voice of customer, lastly, is paramount. And whatever we can do to capture more of that. Again, your team does a great job of asking those good questions and then capturing those critical insights around that voice of customer, is going to keep us moving on the right track moving forward.”

Kirk Kaiser, NMC


Ohio Machinery Co/Peterbilt

Jeff Whaley, Product Support Manager, Power Systems, Ohio Machinery Co./Peterbilt, shares they have used their Customer Experience Feedback to improve operations. He provides some of the actions they have taken to make it happen.





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