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In this tutorial, customer service expert Shep Hyken emphasizes the significance of customer satisfaction surveys. He cites Peter Drucker's principle that you can't manage what you don't measure, highlighting that surveys provide vital data for improving organizational aspects. Hyken outlines two key areas: first, the importance of asking the right questions—focus on meaningful information that is actionable rather than overwhelming data; second, the necessity of acting on the responses. He advises that if the answers from the survey are not utilized, it indicates that the questions may not be appropriately designed. Ultimately, he views customer surveys as a valuable opportunity for growth.
