In order to succeed, firms need to understand what their customers are thinking and feeling. Companies spend huge amounts of time and money in efforts to get to know their customers better. But despite this hefty investment, most firms are not very good at listening to customers. It’s not for lack of trying, though — the tools they’re using and what they’re trying to measure may just not be up to the task. Our research shows that the two most widely used measures, customer satisfaction (CSAT) and Net Promoter Scores (NPS), fail to tell companies what customers really think and feel, and can even mask serious problems.