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In this tutorial, Shep Hyken, a customer service and experience expert, discusses the significance of customer satisfaction surveys. He emphasizes the adage by Peter Drucker: "you can't manage what you don't measure," highlighting that surveys provide essential data to enhance various organizational aspects. Hyken outlines two critical components of effective customer surveys: First, asking the right questions, which should focus on gathering actionable information rather than overwhelming data; and second, knowing how to act on the responses received. He cautions that if no actions are taken based on survey findings, it may indicate that the questions were not well-designed. Surveys represent a valuable opportunity for improvement.
