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Shep Hyken, a customer service and experience expert, emphasizes the significance of customer satisfaction surveys in managing and enhancing organizational performance. Citing Peter Drucker, he notes that effective management relies on measurement. He highlights two key components of a customer survey: first, the importance of asking the right questions, which should focus on collecting actionable information rather than an abundance of data; and second, the necessity of effectively utilizing the survey responses. If survey results are not acted upon, it suggests that the questions may not have been appropriate, representing a missed opportunity for improvement.
