Rocket Rolls Out HappyOrNot’s ‘Smiley’ Customer-Satisfaction Kiosks

West Coast retailer deploys feedback management solution in all 462 convenience stores
happyornot smiley kiosk
Photograph courtesy of HappyOrNot

West Coast gas station and convenience-store chain Rocket has rolled out HappyOrNot, a feedback management solution, in all 462 of its locations across California, Oregon, Washington and Colorado. This partnership marks a significant milestone in Rocket’s commitment to elevating customer service and loyalty across its expanding fleet, the retailer said.

Rocket embarked on a pilot program with HappyOrNot in April 2021, starting with 10 sites. The real-time actionable feedback, collected from the Smiley Touch and Smiley Terminal kiosks, led to an expanded rollout to 40 locations in April 2022.

“We recognize HappyOrNot as a brand differentiator and understand that this is a part of our natural progression as we continue to focus on understanding factors that impact loyalty and customer satisfaction at our stores,” said Bill Mullen, president of retail for Rocket, the retail brand of Long Beach, California-based United Pacific. “We are really excited about our partnership with HappyOrNot and our company-wide rollout because it keeps our goal of delivering efficient and superior customer experiences in sharp focus. We are confident that this venture will pay off in many ways for our brand.”

  • United Pacific is No. 14 on CSP’s 2024 Top 40 Update to the 2023 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2024 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.

Rollout of the program includes a HappyOrNot Smiley Touch at each store exit and Smiley Wall in every restroom. The comprehensive coverage and real-time feedback data will help Rocket track and measure key service and loyalty metrics, including customer service, speed of service, cleanliness, pricing, restrooms and product selection.

This data-driven approach empowers Rocket to take quick action in areas that need improvement, the company said. Also, the company can validate the results as seen through higher customer satisfaction scores and sales uplift.

“We are thrilled to announce our partnership expansion with Rocket, marking a significant milestone in our journey together,” said Michael Bradford, head of operations for the Americas at HappyOrNot. “Over the past three years, HappyOrNot and Rocket have forged a strong professional relationship built on trust, innovation and mutual respect. This expansion speaks volumes about our shared commitment to enhancing customer experiences and driving operational excellence across Rocket’s entire fleet of stores. Together, we look forward to continuing to deliver unparalleled insights and solutions that empower Rocket to better understand and serve their customers while maximizing efficiency and satisfaction.”

Following a significant rebranding in 2022 and introducing an innovative Rocket Stores app and Rocket CREW loyalty program in 2023, Rocket has continued to elevate the customer experience, it said.

Founded in 2009, HappyOrNot serves 4,000 brands across 135 countries and has collected and reported on more than 1.5 billion feedback responses. HappyOrNot enables companies to identify and optimize experiences across all touchpoints through relevant, in-moment feedback data. With the ability to track, validate and compare ongoing performance, companies are empowered to continuously improve experiences and drive operational success. The company is based in Tampere, Finland, with U.S. offices in Boynton Beach, Florida.

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