Learn more in our
Learn more in our
In conversation with Leon Huisman
In conversation with Leon Huisman
How QuaWonen uses AI to reveal the stories behind the numbers
Satisfaction scores, benchmarks, and dashboards provide important orientation. But what specific conclusions can be drawn from them for the services of a housing association? That is why QuaWonen does not focus solely on key figures, but above all on the experiences of the residents.
Leon Huisman, Strategy and Services Advisor at QuaWonen, explains how the company evaluates open feedback using AI and Power BI – and derives impulses from it for daily work and strategic decisions.
High participation – and valuable feedback
QuaWonen has been surveying residents for several years on key processes such as repair requests and tenant turnover, as well as regularly on the quality of housing and living. Since the end of 2025, contact with customer service has also been systematically evaluated.
Participation is high, and the open comments make it easy to understand why people are satisfied or dissatisfied.
“For example, 41% of residents responded to our annual survey in 2025. That's huge!”
LEON HUISMAN
High participation – and valuable feedback
QuaWonen has been surveying residents for several years on key processes such as repair requests and tenant turnover, as well as regularly on the quality of housing and living. Since the end of 2025, contact with customer service has also been systematically evaluated.
Participation is high, and the open comments make it easy to understand why people are satisfied or dissatisfied.
“For example, 41% of residents responded to our annual survey in 2025. That's huge!”
LEON HUISMAN
High participation – and valuable feedback
QuaWonen has been surveying residents for several years on key processes such as repair requests and tenant turnover, as well as regularly on the quality of housing and living. Since the end of 2025, contact with customer service has also been systematically evaluated.
Participation is high, and the open comments make it easy to understand why people are satisfied or dissatisfied.
“For example, 41% of residents responded to our annual survey in 2025. That's huge!”
LEON HUISMAN
However, the real gain was not in the reaction and the numbers, but in the insights:
"Because even though we secure, report on, and monitor processes well, in my opinion, we still do so too often on a purely numerical level. A number indicates a direction, but it doesn't provide a root cause. It's the comments residents leave in the open-text fields that are worth their weight in gold."
Leon Huisman
"Because even though we secure, report on, and monitor processes well, in my opinion, we still do so too often on a purely numerical level. A number indicates a direction, but it doesn't provide a root cause. It's the comments residents leave in the open-text fields that are worth their weight in gold."
Leon Huisman
"Because even though we secure, report on, and monitor processes well, in my opinion, we still do so too often on a purely numerical level. A number indicates a direction, but it doesn't provide a root cause. It's the comments residents leave in the open-text fields that are worth their weight in gold."
Leon Huisman
The stories behind the reviews
For Leon Huisman, the real analysis begins where a rating ends: with the reasoning. A good score shows what is already working. A poor rating can provide clues to specific problems. But it is only the open-ended responses that make the root causes visible.
Over four years, QuaWonen has gathered extensive resident feedback. These insights are increasingly feeding into various areas: operational processes, conceptual questions, strategic decisions regarding residential complexes, neighborhood planning, and the preparation of new projects.
Feedback is thus not merely documented, but utilized as an information base for decision-making.
The stories behind the reviews
For Leon Huisman, the real analysis begins where a rating ends: with the reasoning. A good score shows what is already working. A poor rating can provide clues to specific problems. But it is only the open-ended responses that make the root causes visible.
Over four years, QuaWonen has gathered extensive resident feedback. These insights are increasingly feeding into various areas: operational processes, conceptual questions, strategic decisions regarding residential complexes, neighborhood planning, and the preparation of new projects.
Feedback is thus not merely documented, but utilized as an information base for decision-making.
The stories behind the reviews
For Leon Huisman, the real analysis begins where a rating ends: with the reasoning. A good score shows what is already working. A poor rating can provide clues to specific problems. But it is only the open-ended responses that make the root causes visible.
Over four years, QuaWonen has gathered extensive resident feedback. These insights are increasingly feeding into various areas: operational processes, conceptual questions, strategic decisions regarding residential complexes, neighborhood planning, and the preparation of new projects.
Feedback is thus not merely documented, but utilized as an information base for decision-making.
“Behind every number, there's a story. And that's precisely where the opportunity to improve lies. If a resident doctor gives an 8, you want to know why they gave that rating. Then you know what to appreciate. If a resident gives a 4 along with the reason why they're dissatisfied, then you know where you can improve.”
Leon Huisman
“Behind every number, there's a story. And that's precisely where the opportunity to improve lies. If a resident doctor gives an 8, you want to know why they gave that rating. Then you know what to appreciate. If a resident gives a 4 along with the reason why they're dissatisfied, then you know where you can improve.”
Leon Huisman
“Behind every number, there's a story. And that's precisely where the opportunity to improve lies. If a resident doctor gives an 8, you want to know why they gave that rating. Then you know what to appreciate. If a resident gives a 4 along with the reason why they're dissatisfied, then you know where you can improve.”
Leon Huisman
Fewer questions, more meaningful answers
For the customer service survey, QuaWonen relies on a deliberately short structure: a rating question is followed by an open-ended follow-up question, the wording of which is based on the score given.
For positive ratings, residents are asked what worked particularly well. For critical ratings, they can explain what bothered them.
This allows QuaWonen to obtain specific reasons for the ratings without burdening participants with lengthy questionnaires. At the same time, the responses remain open to topics that might not have been considered in predefined answer options.
For Huisman, that is precisely the advantage: residents can identify for themselves what is important to them.
Fewer questions, more meaningful answers
For the customer service survey, QuaWonen relies on a deliberately short structure: a rating question is followed by an open-ended follow-up question, the wording of which is based on the score given.
For positive ratings, residents are asked what worked particularly well. For critical ratings, they can explain what bothered them.
This allows QuaWonen to obtain specific reasons for the ratings without burdening participants with lengthy questionnaires. At the same time, the responses remain open to topics that might not have been considered in predefined answer options.
For Huisman, that is precisely the advantage: residents can identify for themselves what is important to them.
Fewer questions, more meaningful answers
For the customer service survey, QuaWonen relies on a deliberately short structure: a rating question is followed by an open-ended follow-up question, the wording of which is based on the score given.
For positive ratings, residents are asked what worked particularly well. For critical ratings, they can explain what bothered them.
This allows QuaWonen to obtain specific reasons for the ratings without burdening participants with lengthy questionnaires. At the same time, the responses remain open to topics that might not have been considered in predefined answer options.
For Huisman, that is precisely the advantage: residents can identify for themselves what is important to them.
"You are inviting the residents to state what is important to them, rather than us predetermining it with pre-filled options."
Leon Huisman
"You are inviting the residents to state what is important to them, rather than us predetermining it with pre-filled options."
Leon Huisman
"You are inviting the residents to state what is important to them, rather than us predetermining it with pre-filled options."
Leon Huisman
AI makes open-ended responses systematically analyzable
Many free-text responses contain valuable insights – however, evaluating them manually is time-consuming. With AI-powered text analysis from moveXM, QuaWonen can structure large volumes of comments and identify recurring themes and patterns more quickly.
What used to take a lot of time can now be processed much more efficiently. This makes the experiences of residents usable for further work, even with high response rates.
“What used to be a time-consuming task can now be completed in a short time. And you understand much faster what is going on with the residents.”
LEON HUISMAN
AI makes open-ended responses systematically analyzable
Many free-text responses contain valuable insights – however, evaluating them manually is time-consuming. With AI-powered text analysis from moveXM, QuaWonen can structure large volumes of comments and identify recurring themes and patterns more quickly.
What used to take a lot of time can now be processed much more efficiently. This makes the experiences of residents usable for further work, even with high response rates.
“What used to be a time-consuming task can now be completed in a short time. And you understand much faster what is going on with the residents.”
LEON HUISMAN
AI makes open-ended responses systematically analyzable
Many free-text responses contain valuable insights – however, evaluating them manually is time-consuming. With AI-powered text analysis from moveXM, QuaWonen can structure large volumes of comments and identify recurring themes and patterns more quickly.
What used to take a lot of time can now be processed much more efficiently. This makes the experiences of residents usable for further work, even with high response rates.
“What used to be a time-consuming task can now be completed in a short time. And you understand much faster what is going on with the residents.”
LEON HUISMAN
Power BI and AI: contextualising figures, understanding the background
QuaWonen uses its own Power BI environment, in which various data are brought together and evaluated. Analyses are possible according to spatial levels – from the municipality to districts and residential complexes right down to individual buildings – as well as by further characteristics.
This allows developments to be viewed in a targeted manner and decisions to be prepared at different levels. However, for extensive free-text responses, the classic evaluation of structured data alone is not sufficient. Here, moveXM's AI analysis supplements the Power BI evaluations with the residents' perspective.
“You can really zoom in to the building level. This makes it useful for strategy, policy, and implementation processes. But there is also a limit there. The numbers and filters work well, but AI is still genuinely needed for large amounts of text. You can't analyze that properly in Power BI.”
LEON HUISMAN
Power BI and AI: contextualising figures, understanding the background
QuaWonen uses its own Power BI environment, in which various data are brought together and evaluated. Analyses are possible according to spatial levels – from the municipality to districts and residential complexes right down to individual buildings – as well as by further characteristics.
This allows developments to be viewed in a targeted manner and decisions to be prepared at different levels. However, for extensive free-text responses, the classic evaluation of structured data alone is not sufficient. Here, moveXM's AI analysis supplements the Power BI evaluations with the residents' perspective.
“You can really zoom in to the building level. This makes it useful for strategy, policy, and implementation processes. But there is also a limit there. The numbers and filters work well, but AI is still genuinely needed for large amounts of text. You can't analyze that properly in Power BI.”
LEON HUISMAN
Power BI and AI: contextualising figures, understanding the background
QuaWonen uses its own Power BI environment, in which various data are brought together and evaluated. Analyses are possible according to spatial levels – from the municipality to districts and residential complexes right down to individual buildings – as well as by further characteristics.
This allows developments to be viewed in a targeted manner and decisions to be prepared at different levels. However, for extensive free-text responses, the classic evaluation of structured data alone is not sufficient. Here, moveXM's AI analysis supplements the Power BI evaluations with the residents' perspective.
“You can really zoom in to the building level. This makes it useful for strategy, policy, and implementation processes. But there is also a limit there. The numbers and filters work well, but AI is still genuinely needed for large amounts of text. You can't analyze that properly in Power BI.”
LEON HUISMAN
Recognizing Strengths and Initiating Improvements
The open-ended responses help QuaWonen better contextualize positive ratings. For example, with an average rating of 8 for customer service, it became clear that residents particularly value friendliness, quick responses, and solution-oriented support. These strengths can now be made visible and maintained in a targeted manner.
Critical feedback also provides concrete starting points: in a survey on quality of life, the lack of lighting on side paths in a neighborhood was repeatedly mentioned. QuaWonen passed this feedback on to the responsible municipality—an example of how resident feedback can inspire improvements even beyond their own areas of responsibility.
Recognizing Strengths and Initiating Improvements
The open-ended responses help QuaWonen better contextualize positive ratings. For example, with an average rating of 8 for customer service, it became clear that residents particularly value friendliness, quick responses, and solution-oriented support. These strengths can now be made visible and maintained in a targeted manner.
Critical feedback also provides concrete starting points: in a survey on quality of life, the lack of lighting on side paths in a neighborhood was repeatedly mentioned. QuaWonen passed this feedback on to the responsible municipality—an example of how resident feedback can inspire improvements even beyond their own areas of responsibility.
Recognizing Strengths and Initiating Improvements
The open-ended responses help QuaWonen better contextualize positive ratings. For example, with an average rating of 8 for customer service, it became clear that residents particularly value friendliness, quick responses, and solution-oriented support. These strengths can now be made visible and maintained in a targeted manner.
Critical feedback also provides concrete starting points: in a survey on quality of life, the lack of lighting on side paths in a neighborhood was repeatedly mentioned. QuaWonen passed this feedback on to the responsible municipality—an example of how resident feedback can inspire improvements even beyond their own areas of responsibility.
Insights must reach everyday work
For QuaWonen, technology is only part of the solution. The crucial factor is that teams understand the results, use them independently, and derive actions from them.
Leon Huisman therefore increasingly sees his role as facilitating access to information, getting colleagues on board with the insights, and promoting the use of data within the company.
Only when resident feedback is integrated into decisions and daily processes can it sustainably improve services.
“You have to keep encouraging it and show what it achieves.”
LEON HUISMAN
Insights must reach everyday work
For QuaWonen, technology is only part of the solution. The crucial factor is that teams understand the results, use them independently, and derive actions from them.
Leon Huisman therefore increasingly sees his role as facilitating access to information, getting colleagues on board with the insights, and promoting the use of data within the company.
Only when resident feedback is integrated into decisions and daily processes can it sustainably improve services.
“You have to keep encouraging it and show what it achieves.”
LEON HUISMAN
Insights must reach everyday work
For QuaWonen, technology is only part of the solution. The crucial factor is that teams understand the results, use them independently, and derive actions from them.
Leon Huisman therefore increasingly sees his role as facilitating access to information, getting colleagues on board with the insights, and promoting the use of data within the company.
Only when resident feedback is integrated into decisions and daily processes can it sustainably improve services.
“You have to keep encouraging it and show what it achieves.”
LEON HUISMAN
Leon's valuable lessons for other housing associations
7 practical tips for Housing associations
7 practical tips for Housing associations
7 practical tips for Housing associations
7 practical tips for Housing associations
1. Looking beyond the rating
A key metric shows how satisfied residents are. The open-ended responses explain why—and where things can be maintained or improved.
1. Looking beyond the rating
A key metric shows how satisfied residents are. The open-ended responses explain why—and where things can be maintained or improved.
1. Looking beyond the rating
A key metric shows how satisfied residents are. The open-ended responses explain why—and where things can be maintained or improved.
2. Create space for open feedback
Don't just ask closed-ended questions. Residents should be able to describe for themselves what is important to them.
2. Create space for open feedback
Don't just ask closed-ended questions. Residents should be able to describe for themselves what is important to them.
2. Create space for open feedback
Don't just ask closed-ended questions. Residents should be able to describe for themselves what is important to them.
3. Send surveys from a familiar email address
A familiar sender address builds trust and can increase participation.
3. Send surveys from a familiar email address
A familiar sender address builds trust and can increase participation.
3. Send surveys from a familiar email address
A familiar sender address builds trust and can increase participation.
4. Keep surveys short
A few targeted questions make participation easier and leave room for meaningful responses.
4. Keep surveys short
A few targeted questions make participation easier and leave room for meaningful responses.
4. Keep surveys short
A few targeted questions make participation easier and leave room for meaningful responses.
5. Using AI for evaluation
AI helps to systematically analyze large volumes of open-ended responses and identify recurring themes.
5. Using AI for evaluation
AI helps to systematically analyze large volumes of open-ended responses and identify recurring themes.
5. Using AI for evaluation
AI helps to systematically analyze large volumes of open-ended responses and identify recurring themes.
6. Making data usable at different levels
From strategic planning to neighborhood teams: Insights should be accessible right where decisions are made.
6. Making data usable at different levels
From strategic planning to neighborhood teams: Insights should be accessible right where decisions are made.
6. Making data usable at different levels
From strategic planning to neighborhood teams: Insights should be accessible right where decisions are made.
7. Empowering teams
Empowering employees to analyze data independently and translate insights into actionable steps.
7. Empowering teams
Empowering employees to analyze data independently and translate insights into actionable steps.
7. Empowering teams
Empowering employees to analyze data independently and translate insights into actionable steps.
This is how QuaWonen experiences the collaboration with moveXM
"I really enjoy working together. The contact is direct, communication is open, and quick pivots are made when needed. Simply honest and straightforward. That works well for me. And with the acquisition of Inceptivize by moveXM, we now have capabilities we didn't have before. Especially in the areas of AI and analytics. That's really a step forward!"
Leon Huisman
Policy Advisor, QuaWonen
"I really enjoy working together. The contact is direct, communication is open, and quick pivots are made when needed. Simply honest and straightforward. That works well for me. And with the acquisition of Inceptivize by moveXM, we now have capabilities we didn't have before. Especially in the areas of AI and analytics. That's really a step forward!"
Leon Huisman
Policy Advisor, QuaWonen
"I really enjoy working together. The contact is direct, communication is open, and quick pivots are made when needed. Simply honest and straightforward. That works well for me. And with the acquisition of Inceptivize by moveXM, we now have capabilities we didn't have before. Especially in the areas of AI and analytics. That's really a step forward!"
Leon Huisman
Policy Advisor, QuaWonen
Want to know more?
Like QuaWonen, curious about the residents' stories and how you can use them to improve your service?
We would be happy to discuss this with you.
Newsletter
Hosted & Made
in Europe
Data storage
in Europe
Certified data security
ISO 27001
Certified Quality Management
ISO 9001:2015
© 2026 moveXM GmbH. moveXM is a registered trademark.
Want to know more?
Like QuaWonen, curious about the residents' stories and how you can use them to improve your service?
We would be happy to discuss this with you.
Newsletter
Hosted & Made
in Europe
Data storage
in Europe
Certified data security
ISO 27001
Certified Quality Management
ISO 9001:2015
© 2026 moveXM GmbH. moveXM is a registered trademark.
Want to know more?
Like QuaWonen, curious about the residents' stories and how you can use them to improve your service?
We would be happy to discuss this with you.
Newsletter
Hosted & Made
in Europe
Data storage
in Europe
Certified data security
ISO 27001
Certified Quality Management
ISO 9001:2015
© 2026 moveXM GmbH.
moveXM is a registered trademark.
Want to know more?
Like QuaWonen, curious about the residents' stories and how you can use them to improve your service?
We would be happy to discuss this with you.
Newsletter
Hosted & Made
in Europe
Data storage
in Europe
Certified data security
ISO 27001
Certified Quality Management
ISO 9001:2015
© 2026 moveXM GmbH.
moveXM is a registered trademark.
Want to know more?
Like QuaWonen, curious about the residents' stories and how you can use them to improve your service?
We would be happy to discuss this with you.
Newsletter
Hosted & Made
in Europe
Data storage
in Europe
Certified data security
ISO 27001
Certified Quality Management
ISO 9001:2015
© 2026 moveXM GmbH.
moveXM is a registered trademark.