There seems to be plenty of evidence that too much insight, especially when represented as data, frequently drives emotionally inept behaviour. For example, the data shows that customers like to be greeted with a smile, the outcome is a customer facing notice that states as a minimum we will greet you with a smile.

Insight is good when it contributes to strategically focused decisions and fine tunes tactical delivery but most importantly when it promotes and rewards behaviours.

Achieving the right balance between tangible evidence and emotional intelligence has always been, and will continue to be, a major challenge.

Striving to quantify customer emotional output can distract us from accepting the effect of our input. We have all witnessed organisations debating the difference between very and not very satisfied, completely missing the point that they have delivered, and continue to deliver a bad experience.

This also supports measuring ease of use as it breaks down the cumulative effect that is otherwise recorded as a one off emotional outburst.