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In this video, customer service expert Shep Hyken emphasizes the importance of customer satisfaction surveys. He references Peter Drucker's saying, "you can't manage what you don't measure," highlighting that surveys provide valuable data to enhance organizational performance. Hyken identifies two critical aspects of effective customer surveys: 1. **Asking the Right Questions**: It's essential to focus on collecting useful information rather than overwhelming data. Avoid questions that yield unusable responses to prevent clutter. 2. **Utilizing the Answers**: Analyzing survey responses is crucial. If the responses aren't acted upon, it indicates that the questions may not have been relevant. Surveys should serve as golden opportunities for improvement and actionable insights.