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In this tutorial, customer service expert Shep Hyken emphasizes the significance of customer satisfaction surveys in managing and improving organizational performance. He references Peter Drucker’s insight that one cannot manage what isn’t measured, highlighting that surveys can yield valuable data. Hyken identifies two key components of effective customer surveys: first, it's crucial to ask the right questions, which means focusing on obtaining useful information rather than excessive data. Second, he stresses the importance of utilizing the answers received; if no action is taken on the feedback, it indicates the questions may not have been appropriate in the first place. Overall, he views surveys as a vital opportunity for improvement.