# FeedbackNow

> FeedbackNow is a New York-based real-time customer experience company best known for the Smiley Box - the push-button terminals that ask travelers, patients and shoppers how their visit went and route that sentiment to operations teams within minutes. Founded in Switzerland in 2012, acquired by Forrester in 2018, and spun back out as an independent, venture-backed company in 2024, it pairs physical feedback devices and environmental sensors with AI analytics to help airports, hospitals and retailers fix problems before they show up in a survey.

- **Founded:** 2012
- **Headquarters:** New York, New York, United States
- **Founders:** Steve Peltzman (CEO (post-spin-off); former Forrester Chief Business Technology Officer)
- **Team size:** ~35 employees
- **Products:** Smiley Box / Smiley Buttons, Advanced Smiley Box, FlexBox, 1-2-3 Box, In & Out Box, Sensors, AI Analytics Platform
- **Notable:** Pioneered the physical smiley-button feedback category, now used by some of the world's best airports, hospitals and retailers., Acquired by Forrester Research in 2018 as the centerpiece of its real-time CX Cloud strategy., Spun out as an independent, venture-backed company in 2024 with $9M Series A.

## Products & services

- **Smiley Box / Smiley Buttons** — Wireless, one-touch feedback terminals with the iconic smiley faces. Anonymous, no app required, with roughly 20x the response rate of traditional surveys.
- **Advanced Smiley Box** — Next-generation device with six fully configurable buttons for category-specific feedback (cleanliness, staff, wait time, etc.), richer data and deeper analytics.
- **FlexBox, 1-2-3 Box, In & Out Box** — Configurable feedback terminals and QR feedback points for different environments and question formats.
- **Sensors** — People counters and noise-monitoring sensors that add environmental context to feedback data.
- **AI Analytics Platform** — Real-time dashboards, alert notifications and predictive service recovery that turn live sentiment into operational action.
- **Industry Accelerators** — ASQ Accelerator for airports and HCAHPS Accelerator for hospitals, plus insights services and maintenance plans.

## Achievements

- Pioneered the physical smiley-button feedback category, now used by some of the world's best airports, hospitals and retailers.
- Acquired by Forrester Research in 2018 as the centerpiece of its real-time CX Cloud strategy.
- Spun out as an independent, venture-backed company in 2024 with $9M Series A.
- Helped a European retailer lift checkout satisfaction from 73% to 77% in 12 weeks.
- Collects over one million pieces of customer feedback annually for some clients.
- Launched the Advanced Smiley Box with six configurable buttons in 2025.

## Latest updates

- **2024-09** — Spun off from Forrester Research and raised ~$9M Series A led by Motivate VC, Uncorrelated Ventures and AI Growth Capital Partners; Steve Peltzman named CEO.
- **2025-01** — Unveiled the Advanced Smiley Box with six fully configurable buttons for category-specific, real-time experience data.

## Links

- Website: https://www.feedbacknow.com
- LinkedIn: https://www.linkedin.com/company/fbn-feedbacknow/
- Twitter/X: https://x.com/feedbacknow_inc

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Profile page: https://yespress.io/feedbacknow
Published by YesPress — https://yespress.io
Last updated: 2026-06-07