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Shep Hyken, a customer service and experience expert, discusses the importance of customer satisfaction surveys. He highlights the adage by Peter Drucker: "you can't manage what you don't measure," emphasizing that surveys provide valuable data for organizational improvement. Hyken outlines two critical aspects of customer surveys: firstly, asking the right questions, which involves focusing on obtaining actionable information rather than excessive data; and secondly, effectively utilizing the answers received. If no actions are taken based on the results, it indicates that the questions may not have been appropriate. Surveys represent a significant opportunity for organizations to enhance their performance.
