Our mission
We’re on a mission to empower businesses to improve experiences and performance by turning micro-feedback into operational clarity, customer loyalty, and lasting growth.
We do this by making feedback effortless to give, easy to understand, and actionable at every level—from the shop floor to the C-suite.
Our vision
We aim to redefine how businesses and customers connect—by making feedback effortless, action seamless, and every experience count.
Because when businesses truly listen and respond, trust grows, loyalty strengthens, and experiences become memorable for everyone.
Our story
The idea for HappyOrNot began in the early 1990s when our founder, Heikki Väänänen, had a frustrating experience at a local computer store. That encounter sparked a simple yet profound question: How could businesses gather immediate and honest feedback to improve their services?
Years later, Heikki teamed up with Ville Levaniemi, and together, they developed a solution — the iconic Smiley feedback terminal. The goal was clear: Make it easy for customers to share their thoughts and simple for businesses to act on them. Fast forward to today, HappyOrNot has grown to serve over 4,000 brands in 135 countries, collecting over 2 billion feedbacks and counting. Despite our global reach, our mission remains as straightforward as ever: to help businesses listen, learn, and improve.
What sets us apart
Trust & credibility
Over 15 years of industry expertise and trusted by global leading brands across retail, healthcare, and services.
Real-time, actionable feedback
High-volume, continuous feedback at the point of experience and AI-powered insights for instant operational decisions.
Ease of use & scalability
Simple setup, seamless integration, and user-friendly analytics designed for both end-users and management.
Proven results
Businesses using HappyOrNot report significant improvements in customer satisfaction and loyalty, as high as 30% increase in scores.
Our impact in numbers
2 billion
customer and employee feedbacks shared and growing daily
47,000
professionals use our tools to make smarter, impactful decisions
4,000
leading brands rely on us for actionable customer insights
135
countries using our Smileys to capture voices worldwide
HappyOrNot Management team
Miika Mäkitalo
CEO
Tim Waterton
CRO
Elina Pahta-Erma
CFO
Heikki Väänänen
Founder, EVP Growth
Julia Alekseeva
Marketing Director
Mauno Pasanen
VP of Product
Join the happiness revolution!
We’re more than a company; we’re a community of changemakers dedicated to improving customer experiences worldwide.
Ready to make an impact? Explore our solution and join us in revolutionizing customer satisfaction.
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