Company Profile
Challenge
Westfield, a leader in the retail property sector, relies on customer feedback to drive satisfaction and operational improvements. In 2024, they received over 24,000 reviews, with nearly half including comments. To deepen their understanding of customer sentiment, they sought a way to encourage more detailed, actionable feedback from their post-visit surveys. The goal was to move beyond simple ratings and capture the "why" behind customer experiences
Solution
During a regular check-in, Westfield's team learned about a new, innovative feature within our survey module: the Comment Strength Meter. This feature uses a gamified approach to gently encourage customers to write longer, more comprehensive comments. Recognizing the potential for richer data, Westfield quickly adopted the feature and implemented it in their post-visit surveys, which are sent to members after they use the Westfield app in a shopping center.
Results
The results were immediate and impactful. Since introducing the new feature, Westfield has seen a 40% uplift in average comment length compared to the same period the previous year. This seemingly small tweak had a major effect, providing the equivalent of an additional 12,000 surveys' worth of customer commentary.
As a result of this richer, more detailed feedback, Westfield has sharpened its ability to identify the key drivers of both customer satisfaction and dissatisfaction, enabling more informed decision-making and strategic planning.
Westfield Saw
0 increase in average comment length after implementing the Comment Strength Meter…
...an equivalent to the amount of commentary from an additional 0 Surveys
"The extra commentary has sharpened our ability to understand key drivers of both satisfaction and dissatisfaction. We're genuinely excited by the momentum and improvements across the platform.”
Michael Scarfe, Head of Research & Measurement, Analytics, Insights & Research at Westfield.
Comment Strength Meter Examples
Conclusion
By leveraging a simple yet effective feature, Westfield transformed its survey data from a collection of ratings into a powerful source of detailed customer insight. This success story demonstrates the direct link between a user-friendly product and a customer's ability to drive meaningful business outcomes.
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."
"Meiner Meinung nach bietet die Reputation-Plattform die beste Lösung, die es gibt. Die Plattform ist großartig, einfach zu bedienen und ich mag den modularen Ansatz sehr. Unsere Händler haben die Möglichkeit, in Echtzeit auf Kundenmeinungen zu reagieren und diese zu beeinflussen, und zwar direkt auf der Reputation-Plattform."