Retail and Consumer
Visitor satisfaction tracking for shopping malls and lifestyle centers
In a shopping mall, the visitor experience takes shape in the common areas outside the stores: parking, restrooms, security, the information desk and the food court. Each of these areas is the responsibility of a different operations team. Comvo collects feedback by area and routes it to the right team.
Key challenges in the industry
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Responsibility for common areas
Cleaning, security and technical teams may be run by different contractors.
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Parking experience
Entry, finding a space and payment form the first and last impression of the visit.
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Restroom cleanliness
Cleaning standards can slip during peak hours and are usually noticed immediately.
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Multi-mall portfolio
Companies operating more than one mall have no comparative view.
Touchpoints to measure
You can create a separate survey for each touchpoint. You decide the questions, scales and question types (star, score, recommendation, choice, open-ended comment) and deliver them at the right moment by QR code, SMS or email.
- Parking
- Restrooms
- Food court
- Information desk
- Security and entrance
- Event areas
Sample survey
Visitors answer the survey on their phone without installing an app. Each question opens on its own screen, and a follow-up question about the reason appears automatically after a low score. You can define all questions and steps as you wish and customize the design to match your corporate identity.
- 1-5 (CSAT)Customer satisfaction (CSAT), 1-5: 1 is the lowest and 5 the highest satisfaction.
- 1-51-5 rating scale; a low score indicates a negative experience and can become a case depending on your rules.
- 1-7 (CES)Customer Effort Score (CES), 1-7: a high score indicates the process was easy for the customer.
- 0-10 (NPS)Net Promoter Score (NPS), 0-10: 9-10 promoters, 7-8 passives, 0-6 detractors. The score is calculated by subtracting the share of detractors from the share of promoters.
- Open-ended commentThe respondent writes in their own words. When text analytics is enabled, topics, tone and risk-related statements are classified.
Questions, scales and conditional logic are tailored to your company. Responses in the preview are not sent anywhere.
How Does It Work?
- 1 Each common area has its own QR code.
- 2 Visitors give feedback in a few seconds.
- 3 A low score reaches the supervisor of that area (cleaning, parking, security) instantly as a notification.
- 4 The team resolves the issue and records the action.
- 5 Management compares areas and malls in the same report.
Sample alert rules
- If the cleanliness score from a restroom QR code is 2 or lower, a case is assigned to the cleaning supervisor with a 30-minute resolution time.
- If the parking effort score is 3 or lower, a case is assigned to the parking supervisor with a 2-hour resolution time.
- If text analytics detects a security concern, a case is sent to the security supervisor with critical priority.
In these examples, a low score means 2 or below on a 1-5 scale, 6 or below on the 0-10 recommendation score and 1-3 stars in online reviews. You set the thresholds and resolution times.
Metrics to track
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Satisfaction by area
You track parking, restroom, food court and information desk scores separately.
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Response time
You measure how quickly cleaning and technical issues are addressed.
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Portfolio comparison
You compare multiple malls with the same criteria.
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Google rating
You track the mall's online reputation.
Key modules
- Distribution QR, email, SMS and automatic post-transaction sending Learn More
- Alert Rules Automatic rules that catch critical experiences Learn More
- Case Management Negative experiences become cases tracked to resolution Learn More
- Organization and Permissions Role and access management that fits your structure Learn More
Related guides
- Surveys QR Code Customer Satisfaction Surveys How to collect QR code surveys in stores, restaurants and branches: where to place the code, keeping the survey short and linking responses to branches.
- Process What Is Closed-Loop Feedback and How Do You Set It Up? Closed-loop feedback ensures customers with a negative experience are followed up and the issue is fixed at its source. Inner and outer loop, steps and metrics.
- Measurement What Is CES and When Should You Use It? Customer Effort Score (CES) measures how much effort customers spend to get something done. Learn the question format, calculation and use in support and returns.
Frequently asked questions
Can a subcontracted cleaning company be included in the system?
Yes. The cleaning company's supervisor can be given a role that sees only the relevant areas.
Is the experience at tenant stores measured?
In addition to common areas, separate QR codes can be created for tenant stores; results are shared only with authorized people.
Do instant notifications arrive on the phone?
The panel can be added to the phone as an app; when a case is assigned, the person responsible receives an instant notification.
Let us map out a scenario for your industry together.
Share your mall structure and the points where you interact with your visitors, and we will prepare a suitable survey and rule set for you in a demo environment.