Good customer service data help organizations improve quickly. How does the organization ensure the data is smart enough to take action. In spite of the tools available to make it smart, the quality of the data is dependent on the customer. He or she has to feel confident enough in the experience of the product before supplying the vital information. The experience generates a multitude of emotions, ranging from complete satisfaction to disgust. They are embedded in data, but techniques similar to sentiment analysis help quantify and qualify the characteristics. However, in order to make use of these techniques, organizations need to be open to the customers' emotions if they expect to receive smart data.