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.

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.