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Shep Hyken, a customer service and experience expert, discusses the significance of customer satisfaction surveys. He emphasizes the value of measuring customer feedback with Peter Drucker's adage, "you can't manage what you don't measure." Surveys can yield crucial data to enhance various organizational aspects. Hyken identifies two key components of effective customer surveys: Firstly, it's essential to ask the right questions, which should focus on gathering actionable information instead of overwhelming data. Secondly, once responses are collected, it's vital to utilize the insights; if no action is taken on the answers, it indicates that the questions may not have been appropriate. Overall, surveys present a valuable opportunity for organizational improvement.