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HappyOrNot® Smileys Attract the Attention of the Iconic New Yorker Magazine

HappyOrNot’s actionable data solution to customer satisfaction

In the February 5, 2018 issue of The New Yorker, HappyOrNot’s rise to notoriety and success was profiled by staff writer David Owen. With the print edition of the article titled “The Happiness Button”, a digital version of the story was posted on their website “Customer Satisfaction at The Push of a Button”.

Owen eloquently details out many of the company’s clients that have successfully utilized the simple push button feedback system, to not only increase customer satisfaction but also make immediate business changes that impact company revenue.

HappyOrNot was founded just eight years ago, but its terminals have already been installed in more than a hundred countries and have registered more than six hundred million responses—more than the number of online customer ratings ever posted on Amazon, Yelp, or TripAdvisor. “ – The New Yorker, David Owen

Customer Satisfaction at The Push of a Button” by David Owen

Below is a short summary of some of the clients profiled by Owen, and the business actions taken once the HappyOrNot feedback data was implemented.


By evaluating the customer satisfaction survey reports by hour, a trend appeared showing a rise in negative responses during the same time frame each morning.

The business jumped into action and began to investigate the cause. The retailer discovered that the employee, during the concerning time period, was in need of retraining.

When reviewing the HappyOrNot reports for the same time period that garnered the most negative responses, post-training, those negative responses went away.

“We saw that, if you make it easy, people will give feedback every day, even if you don’t give them a prize for doing it.” – C.E.O. and founder of HappyOrNot, Heikki Väänänen

Customer Satisfaction at The Push of a Button” by David Owen


One client received large amounts of complaints about a group of employees, describing them as “rude and incompetent” Owen notes. The customer experience improvement solution: HappyOrNot’s Smiley Terminal .

These feedback terminals were placed in areas localized to the concerning group of employees so that passengers could quickly and efficiently provide their survey response.

As the feedback quickly flooded in for management to review, they were able to make real-time decisions about the problematic group. Through this, the overall satisfaction ratings improved.

Sports Stadiums

A wide range of problems can occur at sporting stadiums. One client placed their customer survey terminals at stadium entrances, exits of bathrooms, and one strategically placed at all concession stands.

The owners were thrilled at the immediate usage of the terminals: “During the first game the terminals were in operation, they recorded twenty thousand fan responses—about the same as the total number of surveys that fans had returned during the whole of the previous year” Owen writes.

The real-time reporting of the customer satisfaction terminals allows for the operations team to immediately dispatch appropriate team members to locations that are showing an increase in negative feedback, and, in turn, quickly eliminating that spike in the negative data influx and positive customer survey results.

“Before HappyOrNot, I could tell you on Tuesday how our concessions had performed on Sunday, but now I was able to tell you the same thing on Sunday, and in fifteen-minute increments, and I could give you the results by concession stand.” That was during the 2016 season.” – San Francisco 49ers, Moon Javaid

Customer Satisfaction at The Push of a Button” by David Owen

HappyOrNot could not be more excited by this article from the exemplary news agency The New Yorker.

We are excited with the growth opportunities that we have conceived for 2018. At this year’s NRF, we launched our first new product release, the Smiley Touch™,  which helps companies answer the “Why” behind customer dissatisfaction by gathering additional feedback through a quick 3-tiered survey.

This is designed to help businesses supercharge decision-making by being able to externally dive deeper into their customer surveys, or internally evaluate employee satisfaction. To learn more about the Products and Services solutions HappyOrNot offers, browse our website or review our current Product Catalog.

If you are interested in gathering actionable data for customer experience, employee engagement, and increasing the profitability of your business through HappyOrNot’s tried-and-true methodology, contact us today!


About HappyOrNot

HappyOrNot was founded by Heikki Väänänen and Ville Levaniemi in 2009. The company currently has over 4,000 clients in 117 countries (and a global reseller network of over 110 companies), and has recorded over half a billion responses to date.

The company currently employs 65 people across its HQ in Tampere, Finland, and US office in Florida. Its clients include Microsoft, McDonald’s, London Heathrow Airport, LinkedIn and the British National Health Service (NHS). In 2017, The Financial Times listed HappyOrNot in the top quartile of the FT1000 Europe’s Fastest Growing Companies.

In October 2017, HappyOrNot raised $14.5 million in a Series A round of funding led by leading venture capital firm Northzone (early Spotify investor) and Airtree.