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In this video, Shep Hyken, a customer service and experience expert, highlights the importance of customer satisfaction surveys. He quotes Peter Drucker, emphasizing that "you can't manage what you don't measure," suggesting that surveys provide valuable data to enhance various organizational aspects. Hyken discusses two key components of effective surveys: first, the significance of asking the right questions, which should focus on collecting actionable insights rather than excessive information. Second, he stresses the importance of utilizing the answers gathered; if no action is taken on the feedback, it indicates the questions may not be appropriate. Overall, these surveys represent a key opportunity for improvement.