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Are Your Customers Happy Or Not? with Miika Mäkitalo

How to Use Positive and Negative Feedback as Opportunities to Improve the Customer Experience

Shep Hyken interviews Miika Mäkitalo, CEO of HappyOrNot, a simple, non-intrusive customer feedback platform. He talks about the value of customer feedback and how businesses can benefit from actionable insights.

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Top Takeaways:

  • Customer feedback is crucial for businesses of all industries. By actively seeking and analyzing feedback, businesses can identify areas of improvement, make informed decisions, and ultimately enhance their overall customer experience. 
  • Technology, such as feedback kiosks and tablets, provides a simple and non-intrusive way for customers to provide feedback. These devices allow businesses to gather real-time insights and track customer satisfaction on a regular basis. Customers appreciate the convenience of these devices, as it takes just a few seconds to indicate their level of satisfaction. This encourages more customers to participate, providing a representative sample of feedback. 
  • The value of customer feedback lies not just in data collection but in taking action. By identifying trends and patterns in feedback, businesses can make the necessary adjustments to enhance their operations, increase revenue, and improve customer loyalty. 
  • Feedback devices with open-ended feedback options can provide even more valuable information for businesses. By allowing customers to provide specific comments or suggestions, businesses gain deeper insights into the reasons behind their satisfaction or dissatisfaction, enabling them to address specific issues and make targeted improvements. 
  • Feedback devices can be especially beneficial for retail, healthcare, and industries where customer experience directly impacts revenue. Implementing customer feedback strategies can increase sales and profits as businesses make data-driven decisions to optimize operations and meet customer expectations. 
  • Real-time feedback enables businesses to address issues immediately, whether a dirty restroom in an airport or a staffing gap in a retail store. Monitoring feedback in real-time allows businesses to promptly rectify any problems, ensuring a positive customer experience. 
  • Businesses can benefit from comparing feedback across different locations or time periods. By identifying differences in customer satisfaction levels, businesses can assess the impact of various factors, such as staffing or operational changes, and make effective adjustments accordingly. 
  • Plus, Mikka shares how much revenue a business can gain from investing in easy-to-use, real-time feedback devices. Tune in!


“In today’s world, the customer is king, and retaining them is so important. It is vital for every organization, whether it is a business or a nonprofit, to  measure their customer experience and think about what they could do better.” 

“Through traditional channels, like email, a dissatisfied customer might leave the store furious and write to the company when they get home. But you can’t make massive changes based on one customer’s comments. When the way you ask for feedback is fast and frictionless, with a click of a button, you can collect so much more data you can use to improve service.” 

“For business owners, it is vital to react as quickly as possible to customer issues. When you fail to take action, customers will get the impression that you don’t really care.” 

“Employee experience reflects the customer experience. Empower your employees so that they love what they are doing and they have a mastery of their jobs, because that’s what it takes to deliver outstanding customer service.” 


Miika Mäkitalo is the CEO of HappyOrNot. He is an entrepreneurial business strategist who has a deep understanding of data analytics and its application in various industries. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.   

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. Why is measuring customer experience important for businesses? 
  2. How does real-time feedback help businesses increase their revenue? 
  3. How can analyzing customer feedback data help companies to improve their operations? 
  4. What role does customer satisfaction play in increasing revenue and profits? 
  5. What types of businesses can benefit most from measuring and acting on customer feedback?


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