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Shep Hyken discusses the importance of customer satisfaction surveys as a tool for improving organizational performance. He references Peter Drucker's principle that effective management requires measurement. Hyken emphasizes two key aspects of customer surveys: first, the importance of asking the right questions, which should focus on collecting useful information rather than an overwhelming amount of data. Second, he highlights the necessity of effectively utilizing the survey answers; if no actions are taken based on responses, it indicates the questions may need reevaluation. Overall, he views surveys as a valuable opportunity for growth and enhancement within a business.
