How One of Asia’s Largest Online Retailers Collected 700+ Real-Time Feedback Responses Without Email or CRM – and Improved CSAT by 5 Points

Turning live attendee feedback into immediate action – no emails, no waiting.

5 pt CSAT

improvement from Day 1 to Day 2

700+

Responses collected using just QR codes (no attendee list)

48 hrs

To gather feedback, take action, and improve logistics

What we loved was how fast we could respond. We didn’t need attendee data or post-event email surveys. With QR feedback, we fixed problems while the event was still going.

Events Team, Asia’s leading online retailer

Lazada Group

How Lazada Collected 700+ Real-Time Feedback Responses ?

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Here's a quick summary.

The Objective

To collect real-time feedback during LazFest – not after – and use it to fix operational pain points (queues, heat, crowd flow) before they impact the entire experience.

The Challange

The brand was hosting a large-scale public event designed to engage customers through immersive, high-energy brand experiences. But despite meticulous planning, the team lacked:

1. A way to gather feedback without attendee emails

2. Real-time alerts on operational issues

3. In-the-moment visibility into experience gaps

4. Insight into how theirbrand message and environmentwere actually being received

Traditional post-event surveys couldn’t provide timely, actionable feedback.

The Solution

They didn’t have attendee data. No CRM. No emails to follow up with.

And with a massive event, waiting until it ended to get feedback simply wasn’t an option.

So they tried something different.

They teamed up with SurveySensum to turn every attendee into a live source of feedback – using nothing but strategically placed QR codes and two on-ground volunteers.

Here's how it unfolded:

Before the event, we worked with their team to design a quick, mobile-friendly survey. No logins, no complexity – just a few simple questions focused on what mattered most: crowd flow, comfort, branding, and overall experience.

Then, we generated smart QR codes and placed them across the venue:

At entry gates where queues tend to form
Near food courts and chill zones
Around booths and brand installations
Even in restrooms and shaded rest areas

Two volunteers from the team were assigned a simple job: invite people politely to scan the code and share how they felt about the experience – right there, in the moment.

And almost immediately, the feedback started flowing in.

Live Insights, Live Actions

By the first few hours of Day 1, patterns emerged.

Visitors reported long queues at the entrance and food stalls.

They said it was too hot and there wasn’t enough seating.

Their team didn’t wait.

They increased staff at the gates, opened more access lanes, and improved signage.

They brought in fans, tents, and extra seats.

By Day 2, wait times were down, and comfort scores were up.

Attendees stayed longer. Booth engagement increased.

And all of this happened before the event even ended.

Key Insights:

Problem	Action	Result
Long Queues at Entry & Food Stalls	Added staff, opened more access lanes, improved crowd direction signs.	Entry & food stall wait times reduced by 40%
Heat & Lack of Rest Areas	Installed fans, tents, and extra seating areas.	Visitors spent more time at booths, and comfort scores improved.

Impact:

700+ responses in 48 hours: no email, no CRM.

+5 point CSAT improvement: from Day 1 to Day 2

Instant Feedback Loop: Issues like crowd congestion, poor signage, and lack of shade were reported early – and fixed proactively.

Feedback Without CRM: Responses poured in via QR, eliminating the need for email databases or post-event reminders.

Operational Optimization:

: Entry wait times reduced by 40%

: Comfort and dwell time improved through better cooling and seating

: Navigation and signage were clarified based on feedback trends

Smart Insights Collected

Why attendees stayed longer (or left early)
Key logistics pain points (queues, layout, food)
Brand message recall and emotional impact
Cleanliness, safety, and staff helpfulness
Overall sentiment in open-ended feedback

All of this - without a single email follow-up

Lazada is a Southeast Asian e-commerce platform with a strong presence in six countries: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. It was founded in 2012 and later acquired by the Alibaba Group. Lazada serves as a marketplace connecting consumers with a wide range of products from local and international brands. It also offers logistics and payment solutions.

Industry

E-Commerce

Region

Asia

Company Size

Large Size

Business Type

B2B, B2C