How well do you know your customers? Too many large organizations are making CX investment decisions based solely on high level NPS/CSAT scores. The key here is to look deeper than high level CX metrics and consider what's driving customer behaviour. To use a casino analogy, you wouldn't gamble your life savings on a single number at the roulette wheel (sure you might win big and change your life, but statistically speaking you are certain to lose everything). Unfortunately this is exactly what organizations do every time they invest millions into an initiative or business project by only looking an NPS score.