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Shep Hyken, a customer service and experience expert, discusses the significance of customer satisfaction surveys. He emphasizes that you cannot manage what you do not measure, and surveys provide vital data for improving organizational performance. There are two key components of an effective customer survey: first, asking the right questions, which should focus on collecting actionable information rather than excessive data; second, effectively utilizing the survey responses. If the survey results are not acted upon, it indicates that the questions may not have been appropriate. This process presents a crucial opportunity for organizations to enhance their customer experience.
