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Shep Hyken, a customer service and experience expert, emphasizes the significance of customer satisfaction surveys in improving organizational performance. He references Peter Drucker's saying, "You can't manage what you don't measure," highlighting that surveys provide valuable data. Hyken identifies two key components of effective customer surveys: first, it's crucial to ask the right questions—not just any questions, but those that yield actionable insights; if the information isn't useful, it's unnecessary. Second, organizations must know how to act on the survey responses; if no action is taken, the questions might not be relevant. He views surveys as golden opportunities for improvement.