About Us

35 Years of B2B CX.
Built for Industrial Companies.

We didn't adapt a consumer survey tool for B2B. We built our entire practice around the complexity of dealer networks, long sales cycles, and multi-stakeholder relationships — from day one.

Our Story

Started With a Simple Belief

In 1989, Lynn Daniel founded The Daniel Group on a straightforward conviction: B2B companies that genuinely listen to their customers outperform those that don't. At the time, most customer feedback programs were designed for consumer businesses — built around simple transactions, not the complex relationships and long buying cycles that define industrial B2B markets.

Lynn saw the gap and built something different. Not a generic survey platform, but a full-service CX practice staffed by people who understand how industrial dealers, manufacturers, and distributors actually work — and what their customers actually need.

More than 35 years later, that belief still drives everything we do. Our team has grown to include 75+ U.S.-based CX analysts, and we've captured over 1.25 million customer surveys across North America — but the core purpose hasn't changed: help B2B industrial companies listen better, act faster, and grow stronger.

*Lynn, feel free to add your own words here — what was the moment or problem that made you start TDG?

Meet Our Team The people behind every TDG program →

1989 Year Founded

Charlotte, NC Headquarters

North America Where We Work

Why TDG

What Makes Us Different

There's no shortage of survey platforms. Here's why B2B industrial companies choose a partner instead.

We Start With Your Outcomes

Every engagement begins with the question: what do you need to change? We design programs around your business goals — not around what's easiest to measure.

We're a Full-Service Partner

You get a dedicated Client Success Manager, access to senior leadership, and a team of analysts — not just a login. We're embedded in your program, not watching from the sidelines.

We Deliver Actionable Insight

We don't hand you a spreadsheet and walk away. Our analysts interpret the data, surface the patterns that matter, and work with your team to turn feedback into decisions.

We Meet Customers Where They Are

Phone, email, text, web — your customers have preferences, and we support all of them. Our multi-channel approach means more responses, better data, and a cleaner picture of your CX.

We Cover the Full Customer Journey

From initial purchase through ongoing service and support, we capture feedback at every stage — so you can see where you're winning and where you're losing customers before it's too late.

35 Years of B2B-Only Focus

We've never served a retail chain or a restaurant group. Every methodology, every analyst, and every program we've built has been shaped by the specific demands of B2B industrial markets.

35+ Years of B2B CX expertise

1.5M+ Customer surveys captured

75+ U.S.-based CX analysts

90%+ Of analysts hold bachelor's degrees

Industries We Serve

Built for the Complexity of Industrial B2B

We work exclusively with B2B companies where relationships are long, buying decisions are complex, and customer experience directly drives retention and revenue.

Heavy Construction Equipment

Dealer networks for excavators, cranes, and construction machinery across North America. We've helped construction equipment dealers benchmark performance, reduce at-risk accounts, and improve service satisfaction scores across large multi-location networks.

Agricultural Equipment

Farm equipment dealers and ag machinery networks serving producers across the continent. We understand the seasonal nature of ag dealer relationships and design feedback programs that capture the full customer experience — from purchase through peak season support.

Commercial Trucks & Transportation

Medium and heavy-duty truck dealers and fleet operators across the U.S. and Canada. Uptime, parts availability, and service turnaround are critical in this industry — our programs surface the experience gaps that cost dealers fleet accounts.

Material Handling

Forklift and warehouse equipment dealers serving distribution and logistics operations. In an industry where equipment downtime directly impacts customer operations, we help dealers understand and act on service experience before accounts are at risk.

Industrial Machinery & Manufacturing

Machine tool manufacturers and precision equipment dealers in competitive B2B markets. We help industrial manufacturers understand how their dealer relationships and end-user experiences impact retention in high-value, long-cycle sales environments.

Utility & Aerial Equipment

Utility truck and aerial work platform dealers supporting infrastructure and energy sectors. Safety, reliability, and responsiveness define CX in this space — we measure what matters most to operators and fleet managers who depend on uptime.

Ready to See What TDG Can Do for Your Business?

Book a free 30-minute consultation. We'll review your current CX program and show you where the opportunities are.

Book a Free Consultation Meet Our Team

35 Years of B2B CX.Built for Industrial Companies.