Many performance indicators in Australian higher education are based on the quantitative data from student feedback surveys, while the qualitative data usually generated by these surveys receive relatively limited attention. This paper argues that these data, if collected and analysed in a systematic way, can be used as an effective and robust institutional performance indicator and can assist in the enhancement of the student experience. The paper describes a comparative analysis of qualitative data generated at a large metropolitan multi-campus university by the annual Course Experience Questionnaire during 2001-2011. In total, approximately 78,800 student open-ended comments have been analysed via "CEQuery"--a software tool that facilitates analysis of the written comments. The results compared across the years allow the university to identify key trends in student experience and areas that warrant an improvement focus. The paper provides examples on how the university uses the data. It concludes that to be successful, universities should include a focus on what students have to say in their own words and incorporate such feedback into their priorities.