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Shep Hyken, a customer service and experience expert, emphasizes the importance of customer satisfaction surveys. He highlights Peter Drucker's saying, "You can't manage what you don't measure," illustrating that surveys provide crucial data to enhance organizational performance. Hyken outlines two key aspects of effective customer surveys: 1. **Asking the Right Questions**: It's essential to focus on collecting meaningful information that can be utilized, rather than accumulating unnecessary data, which can lead to clutter.2. **Utilizing Survey Responses**: After gathering feedback, it is critical to take action based on the responses. If no actions are taken, it indicates that the right questions were not asked, missing a valuable opportunity for improvement.