Your Customers Are Telling You Something.
Are You Listening?
Most B2B industrial companies are losing customers they don't even know are unhappy. TDG gives you a dedicated team — not just a platform — to capture, analyze, and act on customer feedback before it's too late.
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.
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.
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.
Measure
We capture feedback across every customer touchpoint using proven survey programs built for B2B industrial dealer networks.
Find the right survey mode for you →Manage
Our team helps you analyze, interpret, and act on data through expert coaching, training, and hands-on strategic support.
Watch a Demo →Improve
Build lasting CX capability through our online CX Institute — courses, certifications, and coaching programs designed for every level of your organization.
Explore the CX Institute →Not a Platform. A Partner.
CX software gives you a dashboard. TDG gives you a team of experts who manage your program, interpret your data, and help your people act on it — 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 Win on Customer Experience
Purpose-built for B2B industrial companies that know CX is a competitive weapon, not a checkbox.
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.
Companies Like Yours Are Getting Results
HOLT CAT, Okuma Americas, Navistar, and others share how TDG's CX programs transformed their customer relationships.
Watch Client StoriesWhat's Happening at TDG
Live sessions, the annual conference, and the latest thinking on B2B customer experience.
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
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
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
From the TDG Blog
Practical insights on B2B customer experience from TDG practitioners.
Read all articles →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