The integration will allow companies to automate workflows and respond to feedback, connecting data from HappyOrNot’s terminals with more than 8,000 business applications to alert staff to negative feedback.

The integration can also understand and respond to open feedback, such as text prompts, using HappyOrNot’s AI spotlight categorisation to get the data to the right department.

Connex Digital, HappyOrNot’s implementation partner, is handling setup for organisations that need additional support.

HappyOrNot was set up in 2009 and is headquartered in Finland with an additional presence in the US. The company uses a ‘four smileys’ tool on terminals in business spaces to capture in-moment feedback data.

HappyOrNot chief executive Miika Mäkitalo said the integration would help companies by “automatically turning feedback data into immediate action, eliminating manual workflows” and also to respond to customer experience issues faster, “ultimately creating better outcomes for both customers and operations”.