The Industrial Customer Experience Playbook
A Practical Guide to Loyalty, Growth, and Operational Excellence
Written for leaders of B2B industrial companies who need to improve the customer experience — not a motivational overview, but a practical, fact-based guide built on 35+ years of field experience and more than 1.5 million customer interviews.
Customer Experience Isn't Soft — It's Revenue
Comparing survey responses with actual invoice data, The Daniel Group found a stark difference between customers who recommend their suppliers and those who don't.
More than 4× the revenue — same product, same price, different experience. The playbook shows you how to move customers from one column to the other.
Read the full press release →Built for Leaders Who Act on Feedback, Not Just Collect It
Most CX books are motivational. This one is operational. Lynn Daniel and Doug Fowler distill three-plus decades of running B2B feedback programs for industrial dealers, OEMs, and distributors into a framework any leadership team can put to work.
Loyalty
What actually drives repeat business and referrals in long-cycle B2B relationships — and why most loyalty metrics miss it.
Growth
How to turn customer feedback into a growth lever your sales and service teams can act on, not just a scorecard for leadership.
Operational Excellence
The systems and follow-through that separate companies who close the loop with customers from those who just survey them.
Written by the People Who Built the Playbook
Lynn Daniel
"Relying on what you don't hear doesn't mean your customer experience is great. It means your customers simply aren't telling you."
Doug Fowler
"Large accounts get the attention because they're loud. Small accounts leave quietly. You scale large accounts with people. You scale small accounts with design."
Frequently Asked Questions
- Who is this book written for?
- The Industrial Customer Experience Playbook is written for leaders of B2B industrial companies — OEM executives who oversee distributor or dealer networks, and dealer and distributor leaders who manage service delivery across multiple locations. It is specifically designed for industrial markets: construction equipment, material handling, trucking, machine tool, and specialized manufacturing. If you have read consumer-focused CX books and walked away feeling like none of it applied to your world, this book was written for you.
- How is this different from other customer experience books?
- Most CX books are motivational. This one is operational. Rather than making the case for why customer experience matters, it starts from the assumption that you already know it matters — and gives you a practical framework for what to actually do. Every insight in the book is grounded in more than 1.5 million B2B customer interviews conducted across industrial markets over 35+ years. The result is a hands-on guide built for the specific complexity of industrial B2B: dispersed field service, long customer relationships, technically complex products, and dealer networks.
- What specific topics does the book cover?
- The book addresses three core areas. On loyalty: what actually drives repeat business and referrals in long-cycle B2B relationships, and why most loyalty metrics miss the real drivers. On growth: how to turn customer feedback into a lever your sales and service teams can act on — not just a leadership scorecard. On operational excellence: the systems, follow-through, and closed-loop processes that separate companies that improve from those that just collect data. It also covers why the common 'we don't get many complaints' assumption blinds leaders to the customers quietly walking out the back door.
- What formats is the book available in?
- The Industrial Customer Experience Playbook is available in hardcover ($26.99), paperback ($13.99), and Kindle ($6.99) on Amazon. It is 190 pages, published by Palmetto Publishing, and was released September 28, 2026.
- Who are Lynn Daniel and Doug Fowler?
- Lynn Daniel is the Founder and CEO of The Daniel Group, which he founded in 1989. Over 35 years, he has built TDG into a leading B2B CX research firm working with dealer networks and industrial companies across construction, agriculture, transportation, and manufacturing. Their work has been featured in The New York Times, INC Magazine, and Business NC. Doug Fowler is President and COO of The Daniel Group, overseeing day-to-day operations and client delivery across TDG's feedback programs. Together, they have led customer experience engagements supported by more than 1.5 million B2B customer interviews.
Order Your Copy
The Industrial Customer Experience Playbook is available now in hardcover, paperback, and Kindle.
Order on Amazon →ISBN 979-8318823114 · Published by Palmetto Publishing · 190 pages