Feedback Ferret Accelerates Customer Feedback For Silverstone Circuits

Powerful contextual analysis engine will help analyse customer feedback comments. Innovative use of QR codes and SMS at Formula One British Grand Prix.
July 26, 2011 - PRLog -- In an innovative step, visitors to the Formula One British Grand Prix at Silverstone Circuits will be invited to use their mobile phones to provide real-time feedback on the event via QR codes and SMS, using Feedback Ferret’s customer feedback analysis system ( that includes powerful contextual analysis of customer comments.  The new real-time feedback channels will be promoted throughout the circuit and in the event guide and feedback will be monitored by Silverstone Circuits during and after the event.

Customer feedback is vital to ensure that Silverstone Circuits, whose tagline is ‘Experience is Everything’, constantly improves the customer experience at its live events, from F1 and MotoGP races, to experience days and corporate functions.  The use of real-time feedback channels in addition to web feedback forms and post-event emails is part of Silverstone’s strategy to make it as easy as possible for fans to provide feedback via their preferred communications channel.

By deploying Feedback Ferret’s customer feedback analysis platform to help collect, analyse and report on feedback from fans, Silverstone will benefit from automated analysis of the topics, sentiments and attitudes from their comments. The Feedback Ferret roll-out has enabled the entertainment venue to replace its lengthy tick box customer surveys with a new format that requests a Net Promoter Score (NPS) and invites fans to provide open-ended comments to provide context to their NPS rating.  

The Feedback Ferret rollout represents a fundamental shift in strategy for Silverstone, who wanted to make it easier to analyse the vast amount of customer feedback it collected via its tick box surveys, in order to develop deeper intelligence and actionable insights. The Feedback Ferret text analysis engine will enable Silverstone to analyse thousands of verbatim comments from passionate motor racing enthusiasts.    

Sally Reynolds, Leisure Development Director at Silverstone Circuits said: “We aim to give every visitor the best possible experience when they come to Silverstone. We have made significant improvements this year to grandstand locations and general admission viewing areas as well as opening the new state of the art pit and paddock building, The Silverstone Wing. We’re keen to continue improving our service so that fans really get a day out to remember. Customer surveys have proved effective in getting answers to specific questions, but we wanted to extract maximum value from the verbatim comments that were coming in.

“Feedback Ferret is an incredibly powerful technology that will allow us to vastly increase the amount of feedback we collect and use it to further improve the customer experience. It allows us to quantify the unquantifiable. Following the Grand Prix weekend, we’ll be looking to roll this out to our full range of race weekends and corporate hospitality events.”

Piers Alington, Managing Director at Feedback Ferret said, “Silverstone, like many businesses, is very attuned to the benefits of customer feedback analysis. With Feedback Ferret they will now be able to accurately analyse customer comments so that they can maximise the value of the information its customers want to share. Feedback Ferret will empower fans of Silverstone to give detailed feedback using cutting edge technologies like QR codes and SMS, and will enable Silverstone to use this information to improve the service it offers.”

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Feedback Ferret is the leading supplier of Voice of Customer analysis and reporting services. Its sophisticated contextual analysis technology extracts the themes, topics and sentiments expressed by customers in their open-ended feedback comments across a wide range of touchpoints, channels and formats, giving businesses powerful insights into what customers think about their experience with the organisation. Provided through its hosted Software as a Service (SaaS) platform, the technology is highly scalable to handle large volumes of customer feedback with fast and accurate contextual analysis, achieving class leading accuracy levels on its text categorization and sentiment analysis. Feedback Ferret is based in the Thames Valley in the UK, with offices in Chicago and Toronto. For more information visit
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Tags:Customer Feedback, Customer Engagement, Customer Satisfaction, Brand Reputation, Silverstone, Formula One
Industry:Consumer, Business, Marketing
Location:Maidenhead - Berkshire - England
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