Net Promoter Score (NPS) is a widely-used metric for assessing customer satisfaction and the likelihood of advocacy, but it may not effectively capture the complexities of customer loyalty and behavior. NPS scores can fluctuate based on momentary experiences, such as immediate satisfaction after purchase or disappointment from delayed delivery. To truly understand customer behavior, companies should focus on the reasons behind actions by employing event-based tracking and analytics to examine customer journeys. While this method provides valuable quantitative data, live chat offers qualitative insights by allowing direct interaction with customers to explore issues in-depth. By integrating analytics with live chat, businesses can identify bottlenecks, engage with customers in real-time, and convert potential detractors into promoters. The case of Sur La Table illustrates the effectiveness of using advanced analytics to drive customer engagement and improve conversion rates, highlighting the limitations of traditional systems in answering behavioral questions.