For many years companies have been using CSAT (customer satisfaction) survey scores as a way to gauge how they are doing in eyes of their customers. Most recently there was the introduction of Net Promoter® Score, would you recommend our company to a friend or colleague? Many said this was the only question that you really needed to focus on and many companies did. What we have learned, however is that both these measurements could show positive results and you could still lose customers! In a study 20% of people who scored high a high CSAT said they would not purchase again and 45% said they will not spend more. Meanwhile 14% of people who scored high on the Net Promoter® Score said they would not repurchase and 27% said they would not spend more. As a result a new measurement has been created by the Corporate Executive Board. It is the Customer Effort Score™.  In essence you are trying to find out the level of effort that a customer has to put forth in different areas in order to do business with you. The results show that the percent of customers who repurchase and score a low level of effort required is 94% while only 4% with high effort will repurchase. The percent of customers who increase their spending and score a low effort is 88%. The percent of customers who spoke negatively about their experience with a company and scored low effort was only 1% while the ones who scored high on high effort was 81%. This should put into question how companies are using surveys to understand what their customers behaviors are telling them.