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Collecting data allows a company to see customer's responses to products, their opinions, and their demand for a certain product. Collecting data can help businesses plan their next move or product based on the customer's responses. They can make changes according to the customer's needs.

Collecting data can also help when surveying employees. Keeping employees satisfied is just as important as keeping customers satisfied. Both customers and employees like to feel included in the process of the development of the company, and you might learn something along the way.

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