Smileys Surveys

In this article:


Introducing Smileys

Smileys surveys stand apart from other feedback methodologies in a key way: they convey emotion.

When we view a face, we inherently connect that response with an emotion: happiness and satisfaction, or discontent and dissatisfaction. Because of this, Smileys deliver an intuitive method for collecting feedback related to customer satisfaction that transcends language. 

Back to top

What is the Smileys survey flow?

Most Smileys surveys start with some variation of the question:

“How happy are you with [brand/product name]?”

Customers are then presented with a 5-point scale, ranging from an angry face to a beaming happy face.

After providing a score, customers answer an open-ended comment question to explain their responses. They’ll then respond to any Additional Questions you’ve configured before being presented with a customized Thank You page.

Sample Smileys question

Sample Smileys comment page

Back to top

How is the Smileys score calculated?

Smileys calculations are rolled up under a Happiness metric. (Note: The calculation is the same as the 5-point scale CSAT method.)

( Total number of “happy” responses / Total number of responses ) x 100 = Happiness

Let’s break that down piece by piece:

  • Total number of “happy” responses: Any response where the score was a 4 or a 5 (happy or very happy)
  • Total number of responses: Your overall response count
  • “X 100”: We multiply the result from the division equation to get a whole number

The Happiness score is rounded to the nearest whole number.

An example

Let's say we have the following responses:

  • Very happy: 4 responses
  • Happy: 1 response
  • Neither happy nor unhappy: 1 response
  • Unhappy: 1 response
  • Very unhappy: 1 response
With 5 total “happy” responses (4 + 1) and 8 total responses, this calculation becomes:
( 5 “happy” responses  / 8 total responses ) *100 = 62.5, which rounds to 63 (for the happiness score)

Back to top

Testing and previewing a Smileys question vs. a full questionnaire

There are two—very different—preview options to consider. You can:

  1. Preview a Smileys question in customization mode
  2. Preview an entire survey questionnaire in a platform testing environment
1.  Preview a Smileys question in customization mode

Visualize how your Smileys question will appear (with the Desktop and Mobile preview options) as you customize the look and feel of your survey. Preview the changes you make to the color scheme, logo, and text elements of your Smileys question in real time. (See Customization Basics + Quick Start Video.)

2. Preview an entire survey questionnaire in a platform testing environment

Previewing how respondents will experience your full survey (particularly if you've added Additional Questions to your questionnaire) requires testing at the platform level.

To learn how to test and preview you entire survey questionnaire, click and explore each of the distribution platform(s) that you have deployed from this list:

Test and preview each of your platforms independently 

Additional questions are added to each platform independently of the others; ergo, you should preview and test each of your distribution platforms separately. 

Back to top

Who are Smileys surveys for?

Smileys surveys are optimal for companies looking for a quick and intuitive survey method for gauging customer satisfaction. If traditional survey scales seem mundane or unnecessarily complex, Smileys surveys can offer a powerful alternative with their easy to understand visual scale.

The benefit of this straightforward approach to satisfaction surveys? Increased response rates! Companies struggling with low survey engagement often find Smiley surveys provide a much needed refresh to their customer feedback methods.

Back to top

When should I send Smileys surveys?

Because smiley faces are so closely tied to emotional responses, they’re a fantastic pairing with satisfaction-type questions. If you’re looking to measure happiness with a specific interaction, send your Smileys survey within 24 hours of that touchpoint. If you’re instead looking to measure overall happiness with your brand, product, or service, consider sending every 3 to 6 months.

Common use cases for Smileys

Smileys surveys are extremely prevalent both online and offline, with a number of powerful applications, including:

  • Post-support surveys to get a pulse on an agent's level of service
  • Kiosks that collect feedback in physical locations, such as malls or airports
  • Websites with a diverse range of visitors with varying language preferences (Smileys are language agnostic)
  • Internal employee surveys to gauge job satisfaction

Back to top

What are some best practices for Smileys surveys?

Following these two best practices will ensure you’re getting the most out of these Smileys surveys.

Don’t contextualize the scale

All the core benefits of using a Smileys survey can be significantly hampered if the question includes a definition of the scale.

Here’s an example:

With the Intro Message focused on defining the scale, the survey immediately loses its power in enabling quick feedback, as customers now have to skim through that content first.

Keep questions satisfaction-oriented

While Smileys can be used in an entire range of important scenarios, they're best paired with satisfaction-focused questions. There are obvious use cases that just wouldn't fit with Smileys surveys, but by sticking to questions that can be answered with a “satisfied" to "dissatisfied” or "happy" to "unhappy" range of responses, you’ll ensure the scale applies to the question you’re asking.

Learn more in section 11. Best Practices of our Help Center.

Back to top

Still need help? Contact Us Contact Us