How could mining data to make more money be bad?
Well, sometimes when you look at numbers too much, you lose track of the fact that there are people behind those numbers. You're in business for those people, and what matters is making them happy.
Perhaps smiling is a better metric.
It is a lot easier if your business is brick and mortar, so we are going to focus on that for now. Make it a goal to try and make your customers smile twice while they are in your business. Humor works great, but you have to make sure that everything else is going great with them for them to laugh. If they love coming to you, they will come back to you. Not to mention that you will have a more fulfilled day yourself.
Good luck and get those customers smiling!