World-famous ‘Smiley’ customer feedback buttons reach 1 billion presses


HappyOrNot (, the Finland- and Florida-based company behind the globally recognized ‘Smiley’ feedback system (four green-to-red buttons), has announced the landmark achievement of reaching 1 billion feedbacks.

Since HappyOrNot’s founding in 2009, the four colored buttons have been pressed 1 billion (1,000,000,000) times, by customers and staff giving experience feedback to organizations.

To contextualize this, traditional receipt-based and online surveys usually have a response rate of less than 2% – meaning 50 billion people would need to be sent surveys to generate the same amount of feedback. HappyOrNot’s 1 billion feedbacks is also approaching double the amount of reviews on TripAdvisor.

Amongst key headlines from the statistics, the 1 billion feedbacks reveal that Norway has the world’s happiest customers, compared with the US / the UK, which rank 14th / 49th respectively.

HappyOrNot: the world-famous customer feedback system

 HappyOrNot terminals are used in 120 countries by over 3,000 organizations, across sectors including retail, transport, and healthcare (with such clients as the San Francisco 49ers, London Heathrow Airport, Peregrine, and Massachusetts General Hospital).

HappyOrNot’s system collects anonymous feedback on an unprecedented scale, with the terminals designed to be as simple and instantly understandable as possible for users; while the data and corresponding insights for organizations are sophisticated, flexible, and real-time.

HappyOrNot data is used by organizations to quantify consumer happiness, thereby measure the success of implemented solutions, create Key Performance Indicators (KPIs) around happiness levels, and compare different elements of a business (for example, which parts of a store are problem-points at which times). HappyOrNot is not only widely used to analyze customer experiences, but also to gauge and improve the satisfaction of staff.

Moon Javaid, vice president, strategy & analytics of the San Francisco 49ers, comments: “One of our goals is to make sure that every piece of a fan’s journey from the time they leave their home to the time they return, from coming into the parking lots, entering the stadium and enjoying concessions and retail is all a first-class, memorable experience.

“We use over 100 HappyOrNot kiosks during our games and events to understand in real-time the right exact places where there may be a negative issue and fix it. From making sure restrooms are clean to avoiding food shortages and cashier training, with its instant capabilities, HappyOrNot has truly allowed the 49ers and Levi’s Stadium to solve all the small challenges to allow the fan to focus on the game they paid to watch.”

The first ever client of HappyOrNot, Jonas Stjernberg, VP store operations, Suomen Lähikauppa Oy (Siwa and Valintatalo), comments: “Customer experience expires quickly. To get the pulse of customers, you have to make it really easy to respond without breaking stride. We originally piloted HappyOrNot for two reasons. The first is that they distilled this insight down to its essence: the experience is either better or worse, but never middle ground, because such feedback is does not add insight. The second reason is that the responses generated actionable insight at store level tied to the time-of-day, which allowed us to serve our customers better right away.”

Jaan Ivar Semlitsch, CEO of Elkjøp, comments: “HappyOrNot has been a part of our business since the summer of 2012. We have worked together to improve the way in which we measure customer satisfaction across more than 400 of our stores in the Nordic countries. For us, customer experience is everything. Growing competition has meant that we need to guarantee each customer a good service every time they visit one of our stores. It can be hard to gather feedback if the method isn’t quick and easy for the customer, but the Smiley terminals allow the public to share useful feedback without having to spend more than an extra few seconds in a store.
“We are very proud of our service, with 90% of customers being happy according to the data, but there is always room for improvement. Increased customer satisfaction is a strategic goal of our company, and we are measuring happiness levels on a daily basis. HappyOrNot is helping us deliver a high quality experience for all customers, which is the ultimate aim!”

Heikki Väänänen, founder and CEO of HappyOrNot, comments: “Organizations must listen, and customers must be allowed to speak. This has been our guiding principle since the very start. It is hard to believe it was a decade ago I was telling my now-co-founder, Ville Levaniemi, about how I had once been rudely treated in a small store in Finland. As I left that store, frustrated and upset, I imagined a big red button to alert the store’s management to the shortcomings of their business. The idea grew, and became HappyOrNot – and now that red button and its three Smiley siblings have been pressed a billion times.”

Ville Levaniemi, co-founder and executive VP, new business of HappyOrNot, comments: “1 billion presses is more than just a big number – that is 1 billion customer feelings that we have enabled organizations to hear, and respond to. While review sites and social media platforms allow the loudest and most persistent voices to take centre stage, HappyOrNot lets businesses listen to every customer. We think that’s really important, and will continue to provide insights of unique depth and breadth to organizations the world over.”