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Retail Technology

HappyOrNot Ltd

Vuolteenkatu 20, 33100 Tampere

Hall map

EuroShop 2020 hall map (Hall 3): stand D98

Fairground map

EuroShop 2020 fairground map: Hall 3


Seval Dogan

Marketing Manager Germany

Our range of products

Product categories

  • 06  Retail Marketing
  • 06.01  Digital marketing solutions
  • 06.01.12  Customer feedback terminals

Our products

Product category: Customer feedback terminals

Smiley Terminals capture and measure real-time customer feedback across all touch points

HappyOrNot, which has nearly 4,000 clients in 135 countries, provides companies with real-time, actionable analytics and insights to advance customer and employee satisfaction, enhance operational efficiency, and increase revenue. It presents and packages customer and employee feedback data (visualized as a four-point scale from ‘smile’ to ‘frown’) so that organizations can tweak specific aspects of their service in accordance with what customers and staff actually want.

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Company news




Jan 21, 2020

HappyOrNot, exhibitor and keynote speaker at EuroShop 2020

Düsseldorf, Germany, 21st January 2020 – HappyOrNot, the recognized market leader in instant data feedback management systems, is announcing that its globally recognized ‘Smiley’ experience management system will be showcased at booth D98, Hall 3, at EuroShop 2020 in Düsseldorf, Germany, Feb. 16-20.  

In addition, HappyOrNot will also be sharing their expertise and insights at the Omnichannel Stage session “Creating a 360° Customer Experience across all Touchpoints” with their Chief Experience Officer Kirsti Laasio. Find out more here:

Get hands-on with the future of retail
Trusted by over 1,000 retailers worldwide like Jack & Jones, Boots, Elkjøp, and McDonald's, the HappyOrNot real-time feedback solution empowers businesses to improve their customer experience, workplace happiness, and bottom line. Retailer clients using HappyOrNot decrease customer dissatisfaction scores by 20% in just 12 months.

At the booth, visitors will be able to see HappyOrNot’s feedback collecting Smileys and real-time experience management solution in action, and learn from their CX experts how to utilize the experience analytics to enhance operational agility, optimize resources, and continuously improve their business.

First-hand CXO insights on improving the customer journey
A global thought leader in the Experience Management sector, HappyOrNot’s own CXO Kirsti Laasio will be sharing her expertise and insights on how to improve the customer journey with actionable experience insights.

This keynote, “Creating a 360° Customer Experience across all Touchpoints” can be attended at the Omnichannel Stage session on Monday, February 17, 16:20 pm–16:40 pm, at Omnichannel Stage, Hall 6 I 03.

Visit our blog post on

About HappyOrNot

HappyOrNot helps businesses improve their customer experience and employee engagement through the globally recognized Smiley feedback management system. The company, founded in 2009, has 4,000 clients in 135 countries and has collected over 1.3 billion impressions to date.

Clients include Amazon, McDonald’s, London Heathrow Airport, as well as many Fortune 500 businesses in the transportation, retail, healthcare, entertainment/venue, and service industries. Headquartered in Finland, HappyOrNot has offices in the U.S., Germany, France, Netherlands, and around the globe, employing over 150 people. Its reseller network comprises of over 110 organizations. For more information please visit

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Jan 6, 2020

EuroShop 2020: Unique Power Package for Retail | 16-20.02. 2020 | Düsseldorf, Germany

HappyOrNot is thrilled to be an official exhibitor and presenter at EuroShop 2020, the leading retail trade fair in Europe and the world’s largest expo

A lot has changed in today’s retail landscape, and it’s no longer just pricing that drives customers away – it’s a bad customer experience. Only if customers consistently have great experiences with a brand which leaves them feeling happy, will they remain loyal. Experience plays a decisive role in the purchase decision and has become one of the most important competitive advantages against price and quality.

Visit HappyOrNot’s booth D98, Hall 3 and find out how you can deliver remarkable customer experiences with our globally recognized ‘Smiley’ experience management system. Trusted by more than 1,000 retailers worldwide, such as Amazon, Jack & Jones, Elkjop, and Boots, we enable businesses to achieve operational agility, resource optimization, and continuous improvement through experience-driven data insights.

Join our session to learn how to improve the customer journey at each touchpoint in an omnichannel environment
As a global thought leader in the Experience Management sector, we are happy to share our expertise and insights with you. Join our Omnichannel Stage session “Creating a 360° Customer Experience across all Touchpoints” with our CXO, Kirsti Laasio.

Monday, February 17
16:20 pm–16:40 pm
Omnichannel Stage, Hall 6 I 03

Technology has revolutionized the retail industry and is transforming the way that consumers interact with brands. As the shopping experience is becoming more complex, driven by technological change, it is paramount for retailers to understand their customer’s behavior.

HappyOrNot’s experience management system provides retailers with real-time, actionable experience insights at each touchpoint of the shopper’s journey, enabling all levels in the organization-from frontline staff to upper management-to understand their service performance.

With continuous feedback analytics, retailers can align and optimize their customer service instantly through all channels, decrease customer dissatisfaction, and deliver a first-class experience. By integrating HappyOrNot, store managers can successfully retain and enhance profitability in an omnichannel environment that creates new opportunities for retailers across the world.

Come and meet the HappyOrNot Team at booth D98/Hall3 or book your appointment now:

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Nov 6, 2019

World-famous ‘Smiley’ Customer Feedback Buttons Reach 1 Billion Presses

We are incredibly proud to announce reaching 1 billion feedbacks (presses of one of our Smileys), which reflects the huge effort the HappyOrNot team has put in over the years.

CNBC published a segment telling their audience of millions all about our billionth press, and how companies like ours fit within an ever-improving air travel industry. With interviews from both our CEO and founder, Heikki Väänänen, and our investor and Partner at Northzone, Marta Sjögren, we’re delighted to share this news with the world.

HappyOrNot, the Finland- and Florida-based company behind the globally recognized ‘Smiley’ feedback system (four green-to-red buttons), is today announcing 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.

Infographics, insights and full findings from the 1 billion presses can be found here:

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.

From Finland to the 49ers: HappyOrNot clients’ comments on the 1 billion landmark:
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 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.”

1 billion Smileys: Key statistics and headlines
The country with the world’s happiest customers is Norway, with a happiness benchmark of 85.1%  (85.1% of all presses on this day were ‘happy’ Smileys, i.e. dark green or light green).

Following Norway, are: Iceland, 83.9%
Denmark, 83.7%
Finland, 83.3%
Switzerland, 83.1%

Customers around the world are, generally speaking, very happy – the most pressed Smiley worldwide is the ‘Very Happy’ (dark green) button, which has received 684.6 million presses.
The overall happiest day on record was Tuesday 22nd January, 2019 (87.4%).This was also the first day of the annual World Economic Forum summit in Davos; the day after Martin Luther King Day in the United States; and the day soccer legend Cristiano Ronaldo appeared in court on charges of tax fraud.
The happiest month on average is November (84.3%). The unhappiest is July (81.8%).
The happiest day of the week on average is Tuesday (84.2%). The unhappiest is Sunday (81.2%).
The happiest hour on average is 9am (87.0%). The unhappiest is 11pm (77.8%).
Year-on-year, worldwide happiness has been overall gradually increasing (despite a small dip to 83.2% in 2017), and is sitting at 85.0% thus far in 2019.

By sector: Retail

Retail customers worldwide recorded 85.6% satisfaction in 2018.
The happiest month on average to be a retail customer is November. The least happy is August.
The happiest day of the week to be a retail customer is Thursday. The least happy is Sunday.
The happiest hour to be a retail customer is 9am. The least happy is 6pm.

By sector: Healthcare

Healthcare customers worldwide recorded 87.4% satisfaction in 2018.
The happiest month on average to be a healthcare customer is October. The least happy is August.
The happiest day of the week to be a healthcare customer is Thursday. The least happy is Sunday.
The happiest hour to be a healthcare customer is 8am. The least happy is 6pm.
By sector: Transport (Airports)

Transport customers worldwide recorded 79.2% satisfaction in 2018.
The happiest month on average to be a transport customer is November. The least happy is July.
The happiest day of the week to be a transport customer is Wednesday. The least happy is Saturday.
The happiest hour to be a transport customer is 7am. The least happy is 11pm.

By sector: Services

Services customers worldwide recorded 83.8% satisfaction in 2018.
The happiest month on average to be a services customer is June. The least happy is December.
The happiest day of the week to be a services customer is Tuesday. The least happy is Saturday.
The happiest hour to be a services customer is 7am. The least happy is 5pm.

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About us

Company details


HappyOrNot® is the global leader in real-time customer and employee satisfaction reporting. Our innovative feedback collecting smileys and intelligent data analytics reporting service helps our clients to improve their customer experience, relationships, and employee engagement. Founded in 2009, we now serve over 3,000 companies across 134 countries and have collected and reported over one billion feedback responses. Clients include Microsoft, McDonald’s, London Heathrow Airport, as well as many Fortune 500 businesses. Headquartered in Finland, HappyOrNot has offices in the U.S. and around the globe, including a reseller network of over 110 organizations.

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Area of business

Retail technology